The Vault — Ivan Willenberg

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

28 Jul 20266 min readarticle

More the vault

Latest from Ivan Willenberg.

4 published entries

28 Jul 20263 min read

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.

sales-enablementb2b-web-design

28 Jul 20263 min read

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.

structureconversion

28 Jul 20263 min read

The Credibility Gap: Why Your Website Makes You Look Smaller Than You Are

A website doesn't fail only because it looks outdated. It fails when the message, the structure, and the art direction don't hold at the same level as what you're actually selling.

positioningb2b-web-design