The Vault5 live articles

The Vault

By Iván Willenberg

Notes on B2B web design, positioning, and the structural gap between a good product and a website that proves it.

Your Website Needs a Strategy Audit, Not a Redesign
Featured article

Your Website Needs a Strategy Audit, Not a Redesign

A redesign without a strategy audit is the same mistake twice. Most B2B sites don't have a design problem — they have a structure problem.

10 Aug 20264 min readarticle

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The Credibility Gap: How to Tell If Your Site Is Suffering From It
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The Credibility Gap: How to Tell If Your Site Is Suffering From It

Your product is strong. Your website isn't keeping up. Here's how to diagnose a credibility gap website and what it actually takes to close it.

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The Storefront Test: Does Your Website Pass It?
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The Storefront Test: Does Your Website Pass It?

Does your website pass the storefront test? Learn the 5-point framework B2B buyers use to judge your credibility — before they ever contact you.

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The 20-Minute Call: What It Means When Your Sales Calls Keep Running Short
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The 20-Minute Call: What It Means When Your Sales Calls Keep Running Short

By the time someone books a call, the site should have already done the selling — the meeting just closes what's already decided.

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Your Website's Hierarchy Is the Map to the Sale — Or the Reason People Get Lost
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Your Website's Hierarchy Is the Map to the Sale — Or the Reason People Get Lost

If someone can't tell what to do next on your site, you don't have a design problem — you have a structure problem.

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