That redesign isn’t fixing your problem. It’s hiding it.
In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei unpack one of the most expensive distractions in B2B marketing: the full website redesign. From outdated CMSes and dev bottlenecks to messaging that just doesn’t land, they explore why conversions are flat and why your new hex codes won’t save you.
You’ll hear what actually drives performance on a website, how to avoid wasting months on the wrong fixes, and how small teams can take back control. Because if you’re not fixing the strategy, you’re just rearranging pixels.
In this episode:
- Why most redesigns are solving the wrong problem
- The real reasons your website isn’t converting
- What marketers need to control to make progress
- How to improve your site without starting from scratch
TIME CODES
- 00:00 - Introduction: Why Everyone Has an Opinion on the Website
- 00:13 - The Dream of Product-Led Growth in B2B
- 00:25 - Backend Developers: Unexpected Website Gatekeepers
- 00:49 - Meet the Hosts: Omar, Alicia, and Dino
- 01:05 - Coffee Chat: Marketers and Caffeine Habits
- 01:56 - Episode Topic: Do You Really Need a Website Refresh?
- 02:34 - B2B Websites: The #1 Sales Channel
- 03:17 - Website as the Hub: Messaging, Brand, SEO & More
- 03:33 - Case Study: Brand and Website Refresh Triggers
- 04:21 - Common Misconceptions: Is Color Causing Low Sales?
- 05:13 - How Most Companies Approach Website Projects
- 05:44 - The Problem with Developer-Owned Websites
- 06:36 - Ignoring SEO Value in Site Overhauls
- 06:57 - Why Continuous Optimization Beats Total Redesigns
- 08:00 - Legacy Systems: Can You Refresh Without Rebuilding?
- 08:50 - Why Marketing Teams Need Website Ownership
- 09:44 - Brand Refresh vs. Website Redesign: What Matters Most?
- 11:14 - Why Website Changes Should Be Based on Analytics
- 12:30 - Your Website: The Ultimate 24/7 Salesperson
- 13:24 - What Should You Update First? Analytics Over Aesthetics
- 14:45 - Website User Experience: Common Mistakes to Avoid
- 15:17 - Maintaining Your Website as the Face of Your Business
- 16:44 - Unlocking Control: Choosing the Right CMS for Marketers
- 18:11 - Pros and Cons: Framer, Prismic, Squarespace, and More
- 19:03 - Should Marketing Be Measured on Leads or Revenue?
- 20:22 - The Sales and Marketing Handoff: Collaboration & Challenges
- 22:02 - Product-Led Growth: Eliminating Traditional Sales Channels
- 22:42 - Heroes or Headaches: B2B Website Audits Segment
- 23:19 - Barnum Financial Group: Messaging and Design Critique
- 25:53 - Staples: Business Supply Website Breakdown
- 27:04 - New SEO Trends: AEO and Website Optimization
- 28:08 - Recruit CRM: Chat About Cookie Bars and B2B Design
- 30:27 - India Mart: The B2B Website That’s a Nightmare?
- 32:35 - Stripe: The Gold Standard for SaaS and B2B Websites
- 35:07 - Website Budget: How Much Do Top Sites Really Cost?
- 37:45 - Pro Tip: Analyze Any Website’s Tech Stack with Wappalyzer
- 38:59 - What Marketers Should Do Instead of a Website Refresh
- 40:21 - First Steps for New Marketers: Gaining Website Control
- 41:00 - Next Episode Preview & Sign-Off
