{"id":90047,"date":"2026-04-28T07:00:00","date_gmt":"2026-04-28T11:00:00","guid":{"rendered":"https:\/\/paulsyng.com\/blog\/?p=90047"},"modified":"2026-10-10T15:23:33","modified_gmt":"2026-10-10T19:23:33","slug":"homepage-positioning-scam","status":"publish","type":"post","link":"https:\/\/paulsyng.com\/blog\/homepage-positioning-scam\/","title":{"rendered":"Homepage ‘positioning’ scam"},"content":{"rendered":"\n

Homepage ‘positioning’ scam<\/strong><\/h2>\n\n\n\n

Today’s digest stems from\u00a0two earlier posts: The $50B Homepage Optimization Scam Destroying B2B<\/a> and The 2.35% Reality of B2B Websites<\/a>. 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.<\/em><\/p>\n\n\n\n

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?<\/p>\n\n\n\n

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?<\/p>\n\n\n\n

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.<\/p>\n\n\n\n\n

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Homepage ‘positioning’ scam Today’s digest stems from\u00a0two 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 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_jetpack_newsletter_access":"paid_subscribers","_jetpack_dont_email_post_to_subs":true,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":true,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false,"rank_math_title":"","rank_math_description":"","rank_math_canonical_url":"","rank_math_focus_keyword":""},"categories":[91],"tags":[],"class_list":["post-90047","post","type-post","status-publish","format-standard","hentry","category-digest-archive"],"jetpack_publicize_connections":[],"jetpack_sharing_enabled":true,"jetpack_likes_enabled":true,"jetpack-related-posts":[],"jetpack_shortlink":"https:\/\/wp.me\/p7CVvN-nqn","jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/90047","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/comments?post=90047"}],"version-history":[{"count":1,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/90047\/revisions"}],"predecessor-version":[{"id":90242,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/90047\/revisions\/90242"}],"wp:attachment":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/media?parent=90047"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/categories?post=90047"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/tags?post=90047"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}