CORE
August 2025
The B2B website has fundamentally transformed.
Once a static asset updated quarterly (if at all), today’s website is an always-on, business-critical platform. It must reflect evolving buyer expectations, support shifting priorities, and respond to changes in how prospects find and engage with content. That includes the growing influence of AI-enabled search, which is quickly becoming the starting point for most buyer’s journeys.
In our recent episode of Arketi Live, “The Age of Agile Websites,” Executive Creative Director Jason Andrews and Cantaloupe CMO Elyssa Steiner explored how B2B websites must evolve beyond static assets into agile brand platforms that grow with the business – and adapt in real time.
This month’s edition of Core distills their insights on website agility, as well as what’s next for B2B marketers aiming to keep their digital presence best-in-class.
Many comms teams are so busy rolling AI out across their companies that they have yet to get comfortable using it for their own work. Sound familiar? Our highly interactive Jam Session, AI For Comms Teams, is just what you need to spark new ideas, crank up productivity and create real impact. Email Arketi Inside’s Jason Anthoine (janthoine@arketi.com) to learn more – and save $1,000 on this hands-on workshop.
Today’s B2B website is a living, breathing part of the marketing and sales engine. It supports the funnel at every stage and must adapt accordingly. Buyer behavior is changing rapidly, driven in part by AI-enabled search, shifting content expectations, and growing reliance on digital self-education. Prospects arrive at your site with deeper knowledge, higher expectations, and less patience.
This means your website cannot wait weeks for updates. It must reflect the current state of your brand – right now. Whether launching a new solution, shifting focus to a new industry, or adapting messaging to market conditions, your website must move in sync with your strategy.
An agile website is not just editable. It is responsive to context. It evolves as your buyers do, keeping your business aligned with how buying decisions are actually made.
As Elyssa shared in the episode, “Clarity beats cleverness. When you are clear, your website can start a one-to-one conversation – before a real person ever steps in.”
This is the power of buyer-centric messaging. It speaks directly to your audience’s pain points, priorities, and decision-making criteria. And when done right, it builds trust early to reduce friction and guide buyers through the sales funnel.
This clarity of purpose turns your website into a true conversation starter. It becomes the digital expression of your best pitch: focused, confident, and easy to engage with.
Is your site built for the age of AI? Are potential customers bouncing because they can’t find what they need quickly and clearly? Reach out for a complimentary assessment to gauge how your website stacks up against today’s B2B website best practices and industry benchmarks.
A well-structured website does more than deliver information. It guides the user through a clear, intuitive journey. Strategic navigation, strong page hierarchy, and clear calls to action help visitors quickly understand who you are, what you offer, and where they should go next.
When companies expand globally, that clarity becomes even more critical. Localization is not only about translating content. It includes adapting tone, visuals, and user experience to meet regional expectations. For Elyssa’s team, true localization had a measurable impact by enabling their international sales teams and, in some cases, helping to close deals without direct sales involvement.
Localization makes global brands feel personal. It creates familiarity, strengthens trust, and ensures your message lands with the right audience, in the right context.
Your website should be your most agile marketing asset – not your biggest bottleneck.
Watch the full episode of “The Age of Agile Websites” available now on LinkedIn. The episode dives deeper into how your website can deliver a credible, conversion-friendly experience, all while keeping pace with your buyers and brand.
Then, join us September 24 at 1:30 p.m. ET. We’re sitting down with InvestCloud CMO Brandon Harris, Arketi CEO Mike Neumeier, and Arketi Inside’s Jason Anthoine for our next episode of Arketi Live in ’25 on LinkedIn to discuss the evolving relationship between marketplace and workplace communications.
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