07 · Website & conversion

A visitor should be able to understand the product, check whether it fits, and choose a next step without needing someone to explain the website. Start with one of those tasks and follow the path yourself. The guides here help you repair the point where it becomes unclear.

Last reviewed: 2026-09-06 · Reading edit: 2026-09-12

Start here

1. Choose the visits your site needs to support — Map the questions an evaluator or customer brings.
2. Make the product easier to picture — Show the workflow, requirements, and useful result.
3. Make asking for help straightforward — Explain what happens after the form is submitted.

Playbook map

Guide	What it helps you do
Homepage	Can a new visitor understand who the product helps and what to do next?
Comparison page	How can buyers compare the options fairly and find the right fit?
Pricing page	Can a buyer understand what they will pay and which option fits?
Demo request	What should a visitor expect before and after asking for a demo?
Landing page	Does this page deliver what the campaign promised?
Forms and chat	What information do we need, and how do we make asking for help easy?
Website strategy	Which visitor tasks should the site make easier?
Product page	Can the reader picture the product working on their task?
Documentation and resource center	Can someone find a current answer and complete the steps without extra help?
Lead magnet	Does the resource offer enough value to justify asking for information?
Conversion-rate optimization	Which change could help suitable visitors complete the next step?
Self-service buying	Can a suitable customer evaluate and purchase without waiting for a meeting?

Try one thing

Ask someone unfamiliar with your website to find an important answer, such as a supported integration or the price. Watch where they hesitate and improve that part first.

Where to go next

Pick a guide above for the task you are working on, or browse Lifecycle & customer marketing for a related part of the work.

Back to the playbook index

Status: Domain guide published · 12 tactic playbooks published

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Canonical source: github.com/weilun88313/B2B-Playbook