#230: Messaging | In this episode, Matt sits down with Talia Wolf, founder and CEO of GetUplift, to unpack what’s really wrong with most B2B websites – and how to fix it. After reviewing 100+ member-submitted sites from the Exit Five community, Talia shares what she sees over and over again: messaging that’s too focused on the product, poor design flow, and a lack of real customer understanding.

Matt and Talia cover:

Why most B2B sites focus too much on features and not enough on buyer emotion
How to use emotional targeting and customer research to write copy that converts
The biggest design mistakes B2B marketers are making (and how to fix them)
How to get stakeholder buy-in for website changes
Why great websites start with strong product marketing

Timestamps

(00:00) - – Intro to Talia
(03:23) - – Why most B2B websites fail to convert
(05:49) - – The common thread across 100+ website reviews from Exit Five members
(08:34) - – Why focusing on features instead of emotion kills conversions
(11:22) - – What is emotional targeting (and how to actually use it)?
(14:37) - – The power of customer research in website optimization
(17:59) - – How to apply emotional triggers to your homepage copy
(21:28) - – Mistakes B2B companies make with above-the-fold content
(24:30) - – Why you should write copy before designing the site
(29:05) - – Structuring your site around buyer intent and behavior
(32:22) - – How to get internal buy-in for messaging and UX changes
(35:39) - – The difference between product marketing and “just copywriting”
(38:55) - – The role of hierarchy, visual flow, and CTA placement
(42:21) - – When to simplify and when to educate on B2B websites
(45:43) - – Final takeaways and practical steps to start improving your site

Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership

***

Today's episode is brought to you by Customer.io.

You know that feeling when you open your inbox, and it’s just… noise? Bad marketing. Spam. Most companies are out here just talking at customers, not talking to them.

Marketing messages should do more than just land in an inbox – they should create impact and drive real engagement.

Customer.io helps companies send smarter, more personalized messages using first-party data. Their platform enables brands to reach customers at the right time, in the right place, on the right channel—whether that’s email, SMS, push notifications, or beyond.

And the best part is that it’s all automated, so you’re not just blasting campaigns and hoping for the best. You’re running a machine that delivers real, human engagement at scale.

7,000+ brands already trust Customer.io to make their marketing feel less like noise and more like connection.

Join them by visiting Customer.io to get started.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more

We Audited 100+ B2B Websites – Here's What We Learned (with Talia Wolf)

The Exit Five CMO Podcast (Hosted by Dave Gerhardt)