Want your website to convert more visitors?
Andy Crestodina’s got you covered.
At B2B Forum 2024, Andy, co-founder & CMO at Orbit Media, demo’ed his “gap analysis” AI prompt to find weak areas on a webpage.
By fixing the mistakes AI identified, this company could build trust with buyers and visitors.
And you can do the same.
Watch a clip from Andy’s presentation, or read the transcript below.
Andy’s returning to B2B Forum this year to lead “AI for Content Creation and Lead Generation,” a full-day workshop on Nov 17.
Space is limited and these workshops will sell out, so if one of the 5 expert-led workshops will help you solve business challenges, now’s the time to get your All-Access Pass for B2B Forum. See the full program and your registration options here.
Why do people take action and don’t?
The job of your key pages is to answer questions, address objections, and use supportive evidence.
That is the shortest, simplest way that I can explain how conversion works.
The psychology of a visitor: Click. Webpage loads. Pixels appear on screen. Human brain sees pixels. “Am I in the right place? Are they good at what they do? Could they do this for someone like me?”
That’s the job of the page: answer questions, address objections, and supply evidence to support those answers.
So I have a prompt for you that will help you audit.
I’ve planned a thousand websites in 24 years. I’ve written hundreds of pages. I’ve access to 500 analytics accounts.
You don’t need any of that.
You just need this prompt. It’ll get you a good chunk of the way there.
So these are the key pages. Your homepage, your service pages, your product pages: the money pages where the lead is born or it’s not.
Those are the URLs that had the biggest impact on demand leads customers, because those are the pages where the visitors decide whether or not to engage with your brand and contact you.
They literally have 10 times the conversion rate as all of your blog posts.
Let’s all pause our content programs until we have tuned up these sales pages and made them minor masterpieces of conversion. Because these are the ones that are the ones that really affect your performance.
Okay, there’s a page. It’s a bad page. We can agree. We all know empirically from a distance that that could be a better page, but I’m going to use AI to audit it anyway.
And here’s my prompt.
I take a full page screenshot of that page. I’ve got a browser plugin called Go Full Page. Free tool. Takes a screenshot of a page, puts it on the desktop. I used it an hour ago.
Drag that in there with your persona and then copy and paste in this prompt:
“You are a conversion optimization expert. You’re skilled in evaluating pages for their ability to both inform and persuade the most compelling high converting webpage to share common traits. The following are the best practices for B2B service pages:
We don’t want to make unsupported claims. Most webpage are piles of unsupported marketing claims!
We could write a prompt for this: “count the number of unsupported marketing claims I made in my homepage.”
Oops!
And by the way, right now as we speak, all the people in this room, there’s probably visitors on this page right now. If you check real time analytics, just open GA4 and look. There are probably people on that page.
Why are we on TikTok and writing blog posts?
There’s a visitor on that page who will or won’t convert!
Let’s feel urgency about this. Let’s support our claims, answer questions, address objections, and generate leads. That’s mostly the game.
Okay, so…
“5. The subheads are meaningful.
Here’s the evaluation:
It doesn’t address potential concerns like reliability, launch schedules, and post-launch support.
Why would I trust this company with my satellite? They didn’t even talk about support or reliability or technical capabilities.
It didn’t prioritize based on my critical needs like technology capabilities and cost effectiveness, right?
It made a bunch of claims that it had no evidence, no supportive logos, no case studies.
By the way, those supportive evidence elements are probably the only differentiated thing on your page.
Go look at any of your pages and ask, “could a startup born yesterday write that same exact page?”
Often, yes.
I see big, compelling brands that make pages that just taste like water. There’s really nothing there that’s different from anyone else.
And the subheads are vague. It suggested changing “our technology” to “proven launch technology backed by decades of success.”
Better, just better, right? For sure better.
It wasn’t made by a conversion optimizer, so it’s kind of an unfair challenge.
So bottom line, I don’t care at all about using AI to find efficiencies.
I’m not looking for efficiencies whatsoever.
I’m happy to work hard to get outcomes. I’m not in a hurry.
That’s the most important page on my site. I will spend as much time as it takes to get it to perform.
But what I really am interested in is using AI-defined deficiencies.
AI driven, persona driven gap analysis on anything in your marketing. Public facing. Behind the scenes. Your content strategy. That social post. That ad. That homepage. That call to action. That video transcript.
Use AI with the persona to find the things that weren’t there and plug those gaps.
Definitely going to work out well.
What if it takes you half an hour to figure out the report to upload? So what? I got a half hour.
I will spend the time because I’m here to drive results.
I’m not really looking for, “oh, I can write stuff quickly.”
That’s the least interesting thing you can do with AI is to quickly write articles.
No one should be doing that. Your audience can write the same prompt.
But to do AI powered persona driven gap analysis on your key pages?
I’m really excited for all of you, if that’s a new concept, this event was a great day for you.
That, plus the million other brilliant minds here: you, each other, the other speakers.
Take this home. Try this out. If you find a gap, budget time, take a minute. Go fix that page. Go add supportive evidence. Don’t make unsupported claims. Address that objection.
That’s how you convert people, is by removing the emotional obstacles that are between them and your CRM.
Published August 20, 2025
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