B2B Website Conversion Lab
See why your buyers aren't booking meetings
Have real buyers review your website LIVE, get immediate feedback & expert advice, and walk out with the fixes in hand.
On Sale Now: Atlanta (Oct 5)
Problem
Is your website not doing its job?
When buyers can't find the answers they're looking for, most just move on to the next vendor in Google or AI.
Only 16% of B2B buyers say they'd contact the sales team.
And you're left wondering why your buyers aren't booking meetings.
Hint: It's probably not because of the design.
Solution
Find out why from real buyers
Put your website front-and-center at the Lab.
See how buyers react to it, where they get confused, and what makes them want to click your CTA (and why they don't).
Then, fill in the gaps so that you walk away with ready-to-go edits for your web team.
All in one day.
This event is perfect for you
| If this is you... | You can expect | |
|---|---|---|
| star You're getting steady web or social media traffic, but still struggling to fill your sales calendar... | arrow_forward | Get direct, honest feedback from your target buyers on why they're not converting. |
| star You're planning a marketing or referral campaign for 2026... | arrow_forward | Field-test your messaging with a live focus group before you spend a single dollar on promotion. |
| You're a founder, fractional, or service provider in a crowded market... | arrow_forward | Learn how to compete with your differentiators instead of price. |
| You're worried about how to differentiate yourself from AI... | arrow_forward | Learn how to make it clear why your years of experience, not just your tools, are the real value. |
John and Katie's workshop was inspiring, because it's not the typical “call your baby ugly” website analysis.
In my space, sales coaching and consulting, it's a crowded field and hard to differentiate. But, their emphasis on your website's content and their writing exercises showed me how I can clearly communicate my differentiators.
Not only did it help me with my website, it helped me with my 30-second elevator pitch too!
Mike Dowhan
Founder - Bedrock Sales Strategy
Coming to your city
More cities will be announced soon.
| City | Date & Time | Tickets | Location |
|---|---|---|---|
| Galveston, TX | Tue, Feb 25, 2026 | SOLD OUT | San Luis Hotel & Resort |
| Houston, TX | Sep, 2026 | Coming Soon | TBD |
| Austin, TX | Sep, 2026 | Coming Soon | TBD |
| Dallas, TX | Sep, 2026 | Coming Soon | TBD |
| Atlanta, GA
Limit 40 |
Mon, Oct 5, 2026 8:30am - 4:00pm (includes lunch) |
Coming Soon | TBD |
| Seattle, WA | Oct, 2026 | Coming Soon | TBD |
| Wichita, KS | Oct, 2026 | Coming Soon | TBD |
| Phoenix, AZ | Oct, 2026 | Coming Soon | TBD |
Want us to come to your city? Contact us »
I thought I was fine, because our page was converting. But the feedback from the mystery shopper and my peers at the lab really opened my eyes.
They helped me see the gaps on my page and most importantly, what was missing that would make converting a more obvious choice.
This is the type of insight that you can only get from direct interactions with buyers. It was an amazing experience.
Justin McCullough
Founder - Executive Pivots
Inside the Lab
The Lab is not a sit-and-take-notes lecture. It's a highly interactive, collaborative experience where you'll review your peers' websites, receive feedback on your site, and work on your content.
The Comprehensive Audit
- star Get assigned to a Mystery Shopper who fits your target buyer persona
- Receive a 20-min review of your homepage (or landing page)
- Get a private scorecard measuring how effective your content was to the Mystery Shopper
- Walk away with detailed feedback on what clicked and what didn't
The Live Peer Reviews
- star Experience in real-time how buyers “shop” your homepage (or landing page) — yes, your page will be printed on the wall
- See how well your site answers specific buyer questions: Why You?, Why Now?, Proof of ROI/Success, etc.
- Get honest feedback on how likely they are to click your CTA
- Learn what you need to do to make booking a more obvious choice
The Analysis
- star Discover how B2B buyers shop for vendors in 2026 based on industry research and exclusive research for your city
- Learn the 6 key questions that every buyer wants answers to without having to get on a sales call
- See the top 3 common gaps for the Lab attendees
- Learn the common pitfalls to avoid when trying to solve those gaps
The Real-Time Fix
- star Rewrite or fill in your gaps using research-backed content templates
- Preview in real-time how to incorporate those sections into your website without a major redesign
- Get direct feedback from your peers in the room
- End the day with ready-to-go edits that are ready to hand over to your web team
The Comprehensive Audit
- star Get assigned to a Mystery Shopper who fits your target buyer persona
- Receive a 20-min review of your homepage (or landing page)
- Get a private scorecard measuring how effective your content was to the Mystery Shopper
- Walk away with detailed feedback on what clicked and what didn't
The Live Peer Reviews
- star Experience in real-time how buyers “shop” your homepage (or landing page) — yes, your page will be printed on the wall
- See how well your site answers specific buyer questions: Why You?, Why Now?, Proof of ROI/Success, etc.
- Get honest feedback on how likely they are to click your CTA
- Learn what you need to do to make booking a more obvious choice
The Analysis
- star Discover how B2B buyers shop for vendors in 2026 based on industry research and exclusive research for your city
- Learn the 6 key questions that every buyer wants answers to without having to get on a sales call
- See the top 3 common gaps for the Lab attendees
- Learn the common pitfalls to avoid when trying to solve those gaps
The Real-Time Fix
- star Rewrite or fill in your gaps using research-backed content templates
- Preview in real-time how to incorporate those sections into your website without a major redesign
- Get direct feedback from your peers in the room
- End the day with ready-to-go edits that are ready to hand over to your web team
This workshop was next level! Working through buyer‑perspective exercises with John and Katie was one of those “you can't unsee this now” moments.
Seeing your website through the eyes of a real buyer — alongside a room full of peers — was incredibly insightful. And, the fact that decision-makers were in the room to explain their answers was amazing.
Honestly, where else can you get that?
Sasha Crabtrey
Founder - RemoteCOO
Buyers are visiting your site every day.
Wouldn't you like to know what they're really thinking?
Limit 40 people per lab
Compare this with your other options
| The Lab | DIY | AI | Agency | The Lab | |
|---|---|---|---|---|---|
| Access Vetted Buyers | |||||
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| Get Expert Advice | |||||
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| Turnaround Time | 1-Day | Weeks | Days | Weeks - Months | 1-Day |
| Cost | $350 | Free - $2,000 (via DIY survey) |
Free | $5,000 - $10,000 | $350 |
With the right people in the right setting, all you need is just one day.
Limit 40 people per lab
About the experts
700+
Total founders advised
1,300+
Total sites reviewed
37,800+
Total gaps identified
Over the past 3 years, John Way and Katie Lantukh have spoken at 5 industry conferences helping founders and business owners adapt their websites to match how B2B buyers actually buy.
John Way
John is a B2B lead-gen & conversion specialist and founder of Pipelineapp.io. He specializes in helping professional service providers capture and convert the website visitors who did not book a meeting.
What's one thing people aren't talking enough about for website conversions?
"If your website only gives visitors 2 choices, Book a Meeting or Leave, the vast majority will just leave. So, it's critical you give visitors some other way to engage with you besides a discovery call."
Katie Lantukh
Katie is a brand positioning & messaging strategist and founder of Murphy Marketing. She's spent over a decade helping founders and small teams turn deep expertise into a message that attracts more of their Favorite Clients.
What's one thing people aren't talking enough about for website conversions?
"The best websites use marketing and messaging that feels like an invitation, not a threat, to get the right people excited about yes."