Dear B2B Marketers: Your Website Is Not a Brochure
Today's B2B buyers expect more than a pretty website — they expect proof, clarity, and trust. If your site still acts like a brochure, you're already losing business.
Betsy Price
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'Keeping Your Website Project On Budget'
Dear B2B Marketers,
It’s time for some tough love.
If your website still looks, acts, and feels like a glorified brochure — you’re missing opportunities every single day.
I get it.
Once upon a time, a simple, pretty website with your logo up top and a services list below was enough. Mission accomplished.
But that playbook is dead.
Today’s buyers are smarter, faster, and more independent than ever. They’re making decisions long before they ever talk to your sales team.
Your website isn’t a brochure anymore. It’s your hardest-working, highest-converting salesperson.
If it’s not pulling its weight, it’s costing you real pipeline.
Here’s why — and what to do about it.
How We Got Here: The Brochure Era
In the early days of the web, digital brochures made sense.
The internet was basically a giant Yellow Pages. People needed static information — hours, services, addresses.
But now? Buyers expect more.
They want answers. They want insights. They want reasons to trust you before they ever hit "Contact Us."
If your website is stuck in the brochure era, it shows — and it costs you.
Classic signs of "Brochure Syndrome":
- Passive, self-centered messaging ("We are proud to announce…")
- Dead-end pages with no clear next step
- Flashy buttons everywhere but no real user journey
- Pages built for you, not for them
If you're nodding at two or more of these, keep reading.
Static Websites Kill B2B Growth
Your website isn’t there to just exist.
It’s there to attract, educate, and convert your audience.
Too many B2B marketing websites are packed with what we call STCO (Sh*t to Click On) — flashy visuals, random CTAs, and pages that look great but deliver no real value.
But there’s a way to fix it.
- Build meaningful product and service pages.
- Answer real buyer questions.
- Build authority and trust.
- Keep visitors from bouncing back to Google for more information.
Your Website’s New Job Description
- Capture demand — and create it
- Qualify and warm up leads
- Build instant credibility and trust
- Personalize the experience for buyers, influencers, and decision-makers
If your website isn’t doing these things, it’s falling short.
Today’s Buyers Aren’t Waiting for You
B2B buyers today complete nearly 70% of their journey before they ever talk to sales (Worldwide Business Research).
They want content. Proof. Confidence. Right now.
If your site can’t meet them where they are, they’ll find someone else who will.
A Simple Mindset Shift
If you want your leadership team (or even yourself) to stop thinking “brochure,” start talking about business outcomes:
- Leads generated
- Pipeline velocity
- Sales team efficiency
- Customer trust
A great web agency won’t just ask what you want your site to look like.
They’ll ask what you want it to achieve.
Final Word
Your website isn’t a static brochure.
It’s your best shot at winning trust, building relationships, and closing deals before a salesperson ever picks up the phone.
Have a project or problem to solve? Let’s get started.
Working with Gigantic was inspiring and impactful. Given the nature and timeline of this project, our company needed a collaborative and nimble partner—not just one who lists those qualities as bullet points in a capabilities presentation, but a partner who actually exhibits them day in and day out. Gigantic worked with our team to create and implement design decisions in real-time and, like any true partner, asked great questions and challenged us which has only benefited our company as a whole.
Working with Gigantic was inspiring and impactful. Given the nature and timeline of this project, our company needed a collaborative and nimble partner—not just one who lists those qualities as bullet points in a capabilities presentation, but a partner who actually exhibits them day in and day out. Gigantic worked with our team to create and implement design decisions in real-time and, like any true partner, asked great questions and challenged us which has only benefited our company as a whole.
