Homepage ‘positioning’ scam
Today’s digest stems from two earlier posts: The $50B Homepage Optimization Scam Destroying B2B and The 2.35% Reality of B2B Websites. If you haven’t read them, here’s what they established. B2B companies spent roughly $50 billion on website optimization last year. 9% of buyers consider vendor websites reliable. 84% of B2B sales start with a referral. The ceiling on website influence sits at 2.35% of the total addressable market on the absolute best day.
That’s the floor. This piece sits on top of it. If the homepage is doing 2.35% of the work in the best case, what is the rest of what gets called “positioning” actually doing, and why are CEOs paying agencies six figures to ship it?
So, if homepage positioning is theatre, what is positioning then? If the website is a glorified business card, what should I be paying my agency to do? If 84% of sales start with a referral and 2.35% of TAM is the website’s ceiling, what was that last redesign for?
Fair questions. I’d been carrying the same ones before I started writing about this. So I went back to where the word came from before I wrote anything else.
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