# Website Conversion Playbook

> Your website is your most scalable salesperson. This is how to make it convert — based on patterns from 150+ B2B website builds.

A B2B website has one job: turn strangers into conversations. Not impress your competitors. Not win design awards. Convert visitors into qualified leads.

After building 150+ B2B websites, here are the patterns that consistently move conversion rates from 1-2% to 4-8%.

**The Homepage Framework**

Your homepage has 8 seconds. Use them: (1) Hero headline — what you do and who it's for, in the language your buyer uses, (2) Subhead — the specific outcome you deliver, with a number if possible, (3) Primary CTA — 'Book a call' or 'Get started', never 'Learn more', (4) Social proof bar — logos, a stat, or a testimonial, (5) The problem section — articulate their pain better than they can, (6) Your solution — what you do, mapped to their problem, (7) Proof — case studies, results, testimonials, (8) Final CTA — same as the hero but with more context around it.

**Service Pages That Sell**

Every service page needs: a clear headline (not your internal name for the service), the problem it solves (in the buyer's words), how it works (3-4 steps max), proof it works (specific results), pricing context (even if it's 'starting from'), and a CTA that matches the commitment level.

**CTA Rules**

One primary CTA per page. Maximum two CTAs visible at any time. The primary CTA should appear above the fold, after social proof, and at the bottom. 'Book a call' outperforms 'Contact us' by 30%+ in every test we've run. Button colour should contrast with the background — don't make it subtle.

**Forms**

Reduce fields to the minimum. Name, email, and one qualifying question. Every additional field reduces submissions by 10-15%. Put the form on the page, not behind a link. Multi-step forms outperform single-page forms by 20-40%.

**Speed**

Every second of load time costs you 7% of conversions. Target under 2.5 seconds on mobile. Compress images. Defer JavaScript. Use a CDN. This isn't optional — it's the foundation everything else sits on.

Canonical: https://potentpositioning.com/resources/website-conversion-playbook