How to Turn Your B2B Website Into a Growth Engine скачать в хорошем качестве

How to Turn Your B2B Website Into a Growth Engine

Most B2B website conversations aren’t really about “design” or “SEO” — they’re about systems, signals, and how growth actually happens inside an organization. Static pages, vague goals, disconnected tools, constant rebuilds, and websites that look polished but don’t move the business forward… these aren’t edge cases. They’re symptoms of how the website is framed inside the business. In this episode of The Weekly Set, Symon Oliver and Marcello Gortana break down what it actually means to turn a B2B website into a growth engine. We look at why most teams rebuild their sites every few years without seeing better outcomes, how websites fit into modern go-to-market systems, and why clarity around goals matters more than any single tool or platform. We get into website-as-product thinking, marketing and sales alignment, signals and attribution, content-led growth, SEO vs AEO, structured data, analytics, and the small set of technologies that actually make a difference when they’re used intentionally. This isn’t about chasing tools — it’s about designing a website that works as infrastructure for growth. If your website feels expensive but underwhelming, or if it’s treated as a brochure instead of a system, this episode offers a grounded way to rethink its role in your marketing and sales stack. ⸻ 🧩 Topics Covered 00:00 — Why most B2B websites underperform 03:00 — Website as brochure vs website as growth engine 06:00 — Defining the real job of the website 09:00 — Signals, attribution, and intent in B2B 12:00 — Content strategy, SEO, and AEO explained 16:00 — Structured data and why machines need context 20:00 — Analytics, dashboards, and picking the right metrics 24:00 — Connecting websites to sales and marketing systems 28:00 — The website as the hub of your GTM stack 32:00 — Designing websites for the next 3–5 years 36:00 — The hard truth about modern website strategy ⸻ 🔗 Listen on Spotify / Apple 🎙️ The Weekly Set — conversations about design, systems, and the work behind digital work. ⸻ #DesignPodcast #B2BWeb #WebsiteStrategy #GrowthMarketing #GTM #MarketingStack #SEO #AEO #ContentStrategy #SystemsThinking #DigitalInfrastructure #WebsiteAsProduct