B2B Website Conversion Lab — Denver, CO
Advisors, see if your buyers get you. Instantly.
Your website in front of real buyers from Denver. LIVE.
Aug 12, 2026 — $350/person, Limit 40
Courtyard by Marriott Denver Cherry Creek
Here's how buyers in Colorado actually shop for financial and wealth advisors like you.
We surveyed 100+ Colorado buyers with household income of $100k - $200k+ and total investable assets of $250k - $5M+ who actively researched financial and wealth advisors from January to early June 2026.
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57%
Have prior experience looking for advisors; 27% are actively looking to switch advisors
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71%
Look for cost, fees, and commissions on advisors' websites — it's the #1 thing they search for
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40%
Move on to someone else when they can't find answers on the advisor's website — won't bother reaching out
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41%
Rejected an advisor after talking with them because they sounded like everyone else
In addition, we uncovered 3 distinct buyer types, not just one: First-Timers, Searchers, and Switchers.
Buyers want to see if you're better than their other options.
So, what is your website telling them?
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
Real Buyers. Honest Feedback. Specifically for Advisors.
This is perfect for you if...
- Your sales calendar isn't filling up, despite regularly attending chamber events, networking mixers, and Vistage meetings
- You're losing your referrals to other advisors, and you don't know why
- Your website visitors are not booking meetings even though you're getting consistent traffic every month
- Your pipeline has barely budged, despite spending money on ads, blogs, or social media
Find out from real buyers where your site is losing them. Live. In-person.
What you'll get by attending
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Mystery Shopper Audit
Get a comprehensive report from a buyer who matches your customer profile on what your website got right and where it lost them.
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Instant Differentiator
Walk away with language that makes you the obvious choice over DIY, Robo-Advisors, and other firms.
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Live Peer Reviews
Test your messaging and get instant feedback from your peers in the room.
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AI Recommendations Diagnostic (AEO)
Find out how AI sees you today and what's missing before it'll recommend you.
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Advisors Lunch & Learn
Curated discussion on top findings from the 2026 Colorado Financial and Wealth Advisory Buyer Preferences Report. See how that affects your firm and learn from other advisors what's working and what's not.
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Ready-to-Go Fixes
Leave with content ready-to-send to your webmaster. You're done when you walk out.
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Live AMA
Conclude the day with a live AMA with the experts. Submit your questions any time to make sure they get answered.
Venue
Courtyard by Marriott Denver Cherry Creek
1475 S Colorado Blvd, Denver, CO 80222
Easy access from Hwy 25. Free parking on-site. And, lunch will be provided.
Aug 12, 2026 — $350/person, Limit 40
What we'll cover
Here's the agenda for the day.
| Activity | Speaker(s) & Topic | Your Takeaway |
|---|---|---|
| Open Networking 8:30am - 9:00am |
|
Connect with speakers and advisors in Denver |
| The Lab 9:00am - 12:00pm |
|
Does your website entice buyers to reach out or to move on? Find out Live!
Speakers: John Way & Katie Lantukh |
| Advisors Lunch & Learn 12:15pm - 1:45pm |
|
Deep Dive into 2026 Colorado Financial and Wealth Advisory Buyer Preferences Report
|
| Content Workshop 2:00pm - 2:40pm |
|
If your website could belong to any advisor, it won't convert
Speaker: Lisa McGuire, Ed.S |
| AEO Workshop 2:50pm - 3:30pm |
|
Answer Engine Optimization (AEO): How to be seen and be recommended by AI
Speaker: John Way |
| Speaker Panel: AMA 3:30pm - 4:00pm |
|
Get your questions answered by all the experts. |
All slides, templates, and speaker resources will be emailed to you afterwards.
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
About the special speakers
Hillary Gale Meehan
Hillary helps financial advisors, wealth managers, and CPAs build predictable client pipelines through focused marketing that builds trust and establishes authority. She is the founder and lead strategist at Moneta Advisor Marketing and hosts The Finance Marketing Podcast.
What's one thing people aren't talking enough about for website conversions?
"Many advisors misinterpret "Differentiate Yourself" as having to create something new that no one else has. You don't need to do that. Instead, lean into who you serve and show real examples of how you helped them."
About the hosts
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."