Web Design • GTM
If a buyer can't tell what you do, who it's for, and why it matters in five seconds, your hero section is leaking pipeline. A simple framework to fix it.
Rikin Diwan — Feb 28, 2026 — 4 min read Show your homepage to someone outside your industry for five seconds. Ask them three questions: what does this company do, who is it for, and why should you care. If they whiff on any of them, you have work to do.
Lead with the outcome, not the mechanism. Name the ICP explicitly. Cut everything that doesn't earn its place in those first 100 vertical pixels.
Search behavior is splitting between Google and LLMs. Here's the GTM playbook B2B teams should be running over the next 12 months.
8 min read — Read post →
Category creation is the most overused — and least understood — strategy in B2B. The teams that pull it off share a small set of common traits.
6 min read — Read post →
We've built dozens of B2B sites on both platforms. Here's the unvarnished comparison — and the question that actually decides it.
7 min read — Read post →
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