How to tell if your website is helping or hurting your sales team

May 20, 2025

How to tell if your website is helping or hurting your sales team

We work alongside high-growth B2B technology companies, delivering proven marketing solutions at every customer touchpoint, enabling organizations to stand out in the market and exceed their business growth expectations.

Your website should support your sales team. In many B2B companies, it does the opposite. It confuses buyers, slows down conversations or gets bypassed entirely in favour of decks, PDFs or one-to-one emails.

If you’re unsure how well your site is working today, it’s worth taking a closer look. Not from the perspective of marketing but from the perspective of the people speaking to prospects every day.

Start with your sales team

Ask a simple question: Do you send prospects to the website during conversations?

If the answer is no, or only when absolutely necessary, there’s likely a deeper issue. In most cases, it means the site doesn’t reflect how your team sells. We’ve heard many versions of the same story: the messaging is too vague, the pages don’t speak to the right audience, or the most useful content is hard to find. Sometimes it’s just outdated and no longer reflects the current offer. Whatever the reason, the result is the same in that your team avoids using it when it could be helping them move deals forward.

It’s not about the destination but the journey

Next, take a step back and look at your site the way a buyer would. Can someone land on your homepage and quickly understand what you do? Is it clear how your product or service solves a specific problem? Do you make it easy to book a demo, request a callback or take the next step?

When these questions go unanswered, your website becomes a barrier rather than a bridge. Buyers who were already interested lose momentum. Your sales team has to work harder to fill in the gaps.

During my career I’ve often worked with B2B companies who’ve invested heavily in their product and their branding, but not in how those things are communicated online. In one project, the outbound sales team had completely stopped using the website. It was too generic, too difficult to navigate and didn’t reflect what they were actually selling. After rewriting key pages, generating clearer proof points and improving the structure, the site became a practical tool that the team felt confident using again.

Traffic means nothing without impact

It’s easy to focus on traffic numbers (we’re all guilty of it!) But high traffic doesn’t mean your site is helping you close business. What matters more is how often the site shows up in real sales conversations. Is your Sales team sharing product pages or case studies in follow-up emails? Are prospects mentioning things they read on the site during calls? Are inbound leads referencing specific content that helped them decide to reach out?

If none of this is happening, then the site might be attracting visits but it’s not adding commercial value. Look beyond the analytics dashboard and into how people actually use your site when they’re thinking about buying. Sometimes simple tweaks and subtle messaging amendments can make the difference between generating leads and losing out on opportunities.

Align your site with real sales conversations

A good website doesn’t just attract interest, it supports how your team sells. This means writing in clear, direct language that matches the way your sales team speaks. It means focusing on outcomes and solutions to customer challenges, not just product features. It also means tackling common objections head-on and including real proof that your solution works. At Remora we push for more customer results, testimonials, use cases or client logos because we know it works!

If your team is constantly sending attachments or building custom emails to explain value, that’s a sign your website isn’t pulling its weight. Those same explanations should live on the site, ready to support sales conversations at any time.

Make the website a tool, not an obstacle

Most buyers don’t want to speak to someone straight away. FACT! They want to understand what you do, feel confident that it works, and decide if it’s worth a conversation. Your website should support that process. If it doesn’t, buyers might lose interest before they ever talk to your team.

If you’re seeing signs that your sales team avoids the website, if your buyers don’t engage with your content, or if your messaging feels disconnected from the way you sell, it’s time to make some changes.

At Remora, we help B2B companies build websites that clarify their message, support commercial conversations and drive action. That starts with asking the right questions and often begins with some in depth discussions with your sales team.

Ask how they use the website today. Then look at what the data tells you. You’ll find out quickly whether your site is helping move deals forward… or holding them back.