Why Most B2B Websites Are Basically Expensive Business Cards

You just spent $20,000 on a new website. It looks great. The gradients are smooth, the typography is modern, and it loads in under two seconds.

There’s just one problem: nobody is buying anything.

Every week I talk to founders who are frustrated that their “high-performance” website isn’t generating any leads. They think they need more SEO, more ads, more traffic.

They don’t. They need a website that actually explains what they do.

The “We Do Everything” Trap

Most B2B websites are terrified of alienating a single potential customer. So instead of speaking directly to their ideal buyer, they use vague, corporate jargon that means nothing to anyone.

• “We offer scalable, synergistic solutions for forward-thinking enterprises.”
• “Empowering your digital transformation journey.”
• “Innovative paradigms for the modern workspace.”

What do any of these companies actually sell? You have to click through three pages of menus to figure out they’re a SaaS product for HR teams.

Your Customers Don’t Care About You

Here is the harsh reality: when a potential buyer lands on your website, they do not care about your mission statement. They do not care how many combined years of experience your team has. They do not care about the “synergy” you bring to the table.

They care about one thing: “Can this person solve my specific problem right now?”

If your homepage doesn’t answer that question within the first 5 seconds, they are gone. They will hit the back button and click on your competitor who actually bothered to explain what they do in plain English.

How to Fix It

If you want your website to stop acting like an expensive business card and start acting like a salesperson, you need to strip away the jargon.

1. State the Problem: What is the painful, expensive problem your ideal customer is dealing with right now? Put that front and center. Show them you understand their pain.
2. State the Solution: Explain exactly what you do to solve that problem. Don’t use buzzwords. Explain it how you would explain it to a stranger at a bar.
3. Prove It: Show case studies, testimonials, and actual data that proves you’ve solved this problem for other people.
4. Tell Them What to Do Next: Don’t have five different calls to action (“Learn More,” “Read Our Blog,” “Sign Up for Our Newsletter”). Give them one clear, obvious next step. “Book a Call.” “Start a Free Trial.”

Your website isn’t an art project. It’s a tool. If it’s not making you money, it’s broken.