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.
Latest in The Vault.
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.
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.
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.
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.
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.