B2B Website Conversion Lab
See exactly why your buyers aren't converting
The only workshop where real buyers review your website LIVE, and you walk out with the fixes in hand.
Now Open: Atlanta, May 29 - 8:30am – 4:00pm
$350 Early Bird, lunch included, only 40 spots
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 site isn't converting enough.
Hint: It's probably not because of the design.
Solution
Get feedback from real buyers
Put your website front-and-center at the B2B Website Conversion 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 with the right buyers... | 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 |
| Atlanta, GA
Limit 40 |
Fri, May 29, 2026 8:30am - 4:00pm (includes lunch) |
See Details & Buy Ticket
Early Bird: $350/person |
Intelligent Office - Roswell |
| Houston, TX | Sep, 2026 | Coming Soon | TBD |
| Austin, TX | Sep, 2026 | Coming Soon | TBD |
| Dallas, TX | Sep, 2026 | 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 converting 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 converting 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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task_alt | - | - | task_alt | task_alt |
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task_alt | - | - | - | task_alt |
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task_alt | - | - | task_alt | task_alt |
| 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."
FAQs
Definitely not! This workshop focuses on messaging and structure. You don't need to be technical or manage your website to benefit from the exercises. You can even leave your computer at home!
We provide paper templates for brainstorming and content writing which you can take back to your team to implement.
That's great that your website is converting! If you believe that you're converting at an optimal rate, then you probably don't need to attend.
But, if you're not happy with your conversion rate or you want a 2nd opinion to validate that you've got all your bases covered, then the Lab would be a good event for you.
Since Lab tickets are limited and it's first-come-first-serve, it's possible your target buyers won't be at the Lab if your business is very niche. That's why everyone gets a B2B Mystery Shopper Audit, which is based on a comprehensive, 20mins review of your website from an active buyer or advisor who has has either purchased or researched a comparable service with the last 6 months.
And don't forget, even if your peers in the Lab are not familiar with your service, their reactions and feedback are still important, because they would mimic your first-time or novice buyers.
Do I have to share my site with the whole room? I don't want to be embarrassed in front of my peers.
We completely understand. Putting your website in front of your peers for feedback can feel very intimidating, especially if you wrote the words yourself.
That's why John and Katie specifically designed the Lab so that everyone has shared goals of collaboration and improvement. Your website may be critiqued, but it's with a generous spirit of founders helping each other show their best selves on their website.
As a marketer, you're likely up-to-date on the latest research on B2B buyer behavior, so you probably don't need help with your own website.
However, usually 10-20% of our audience are marketers, and here are some reasons why they attend:
- Get the latest regional research - Our Lab is one of the few organizations that conduct regional or city-specific studies on B2B Buyer Behavior. So, if most of your customers are regional, the Lab is the perfect opportunity for you to learn the buyers preferences of your specific region.
- Nudge your prospects - If you have prospects who are unconvinced by analytics and research data, invite them to the Lab. Sometimes what owners need is to hear direct feedback from other owners to open their eyes, and the Lab is the perfect setting for this.
- Strategic networking - Our Lab exposes the content gaps on people's websites, and so it's quite common for owners in the room to ask who can help them. That's the best time for you to be in the room. In fact, you should consider being a sponsor or speaker.
Networking is encouraged! The event is designed for B2B service providers: fractionals, consultants, executive coaches, IT professionals, attorneys, marketing specialists, and financial professionals.
So, if you sell into or are looking for referral partners from any of those sectors, take advantage of the dedicated networking time during lunch.
We're always looking for co-speakers in each city, because we find that our Lab often brings to light issues that owners have never considered. AND because many of those issues are outside of our expertise, so we'd love to hear your vision for how you could help fellow entrepreneurs and founders.
If you want to collaborate with us or be a sponsor, we have several different options for you to choose from both speaking and non-speaking. Our sponsor packages start at $500 (non-speaking) and $1,350 (40mins speaking slot). All packages include your ticket. Please contact us for more information »