The marketing website is often a neglected opportunity because it doesn't fit squarely into any traditional teams.

Many companies have much to gain by being more intentional about their marketing website.

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When we removed a button on the top nav of our homepage, the number of trials started fell by half. The button doesn't even start a trial immediately; it links to a product page where visitors can start a trial.

This experience taught me the impact of the marketing website.

Marketers tend to focus on social, content, press, and so on but don't do much for their marketing website. That's because many of us are non-technical so we can't do much anyway.

So we keep driving traffic to our unoptimized websites.

To make changes to the website, marketers often have to "borrow" engineering time.

But engineering time is often prioritized for product work rather than working on the website.

Marketing should own the website but doesn't have the ability to change it. Product can help with engineering but have more important priorities.

Result? The website gets neglected.

A few solutions that have worked for us:

- Use tools like @webflow
- Hire an engineer to work specifically on the website @gkindahl
- Have a website team

1) The website should be a team's direct responsibility, and
2) the team should be able to make changes to the website.

How should a great marketing website look like?

I think @stripe has a best-in-class marketing website. Not just because of its aesthetics, but also because of its website structure, storytelling, and how much it has to fit on its website (11 products!)

If you are curious to learn more, I analyzed Stripe's recent website re-design to share a few things you can adopt for your company's marketing website. https://yetidistro.com/stripe-website-redesign/

When was the last time you updated your homepage?