They all look the same.
Same full-width hero image with a headline that says almost nothing. Same “trusted by” logo bar featuring three companies nobody outside the industry has heard of. Same three-column feature grid. Same testimonial carousel with headshots and titles. Same call to action, such as “Get Started” or “Book a Demo.” Same gradient background. Same pricing page with three tiers, with the middle one highlighted and labeled “Most Popular.” Same footer with links nobody clicks.
It is not that these elements are bad. It is when everyone uses them the same way that they stop working. A website that looks like every other website in its category does not create trust. It does not create differentiation. It does not give a buyer a reason to believe that this company is different from the last five they looked at. It just blends into the noise.
And …
Why Company Size Changes the Entire Marketing Playbook
A startup marketer, a mid-sized marketer, and an enterprise CMO walk into a bar. The startup marketer asks if anyone there wants a demo. The mid-sized marketer asks which drink has ...
The B2B Lead Gen Machine Is Breaking Down. What Comes Next.
Webinar registrations are down. Ebook downloads are falling. Analyst report downloads crashed. The B2B content marketing machine that Marketo and HubSpot built over 20 years is breaking down fast. Here’s what’s actually happening and what you need to do about it.
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