Valueships came to us with strong expertise and tons of quality content, yet the website made it hard to see the value fast. The message was not clear enough, the content was hard to find, and the conversion paths were messy.
Our goal as a B2B marketing agency was to turn that content into a growth engine: a website that connects B2B content, SEO and CRO to creates clean routes from from understanding value to booking a call.
The client
Valueships is a pricing and commercial strategy consultancy for tech companies that refuse to leave revenue to chance. They’ve led 150+ projects across 20+ countries for B2B SaaS and AI products, helping teams nail market entry strategy, pricing, and packaging.
They came to Apricot because they didn't want their best work to stay locked in workshops and decks. They wanted more of the right people to discover them and for their POV to be easier to find, easier to trust, and easier to say yes to. So we partnered on marketing strategy and content marketing to clarify the message, build consistency across channels, and turn their expertise into content that earns attention.
Working with Apricot felt like having an extra teammate who cares about outcomes.
They took our content and made it easy to follow. We saw drafts fast, gave feedback,
and moved forward together. The Resource Hub works, the paths are clear, and our team
finally trusts the numbers.
The challenge
Before our work, Valueships already had some organic traffic and solid and strong mid-funnel content. Their best work was spread out, underlinked, and missing from the places where most visitors actually decide what to do next.
Message clarity. The homepage didn’t say what, for whom, why it matters fast enough. People jumped to the About Us pagebecause they wasn’t sure what the company was offering.
Content discovery. They had the good stuff. Reports, deep dives, case studies. The kind of content that should pull people in and build trust fast. But it was scattered across the site. Internal linking wasn’t there, so even when someone was clearly hooked, the site didn’t guide them forward. High intent readers would finish a piece and hit a “now what?” moment.
Conversion hygiene. The experience didn’t guide people to one clear next step. Too many paths, unclear CTAs, messy form flow. Attribution was patchy, so it was harder to connect content and campaigns to actual conversations. No consistent CRO or landing page optimization across key pages.
They wanted an experienced B2B marketing consulting + CRO partner to make the value proposition impossible to miss, put their best content to work, and turn casual discovery into booked consultations.
Guided content paths that explain value fast and answer concerns.
Case studies and testimonials that show tangible results and build trust.
Carefully designed conversion paths that translate traffic into form fill.
We designed the site around how buyers decide. First, they need to get it. Then they learn enough to feel confident. Next, they look for evidence. Only then are they ready to talk. The site follows this path with clearer narrative and social proof where it matters.
How we built the B2B website content that converts in 6 weeks
1. Align on a single source of truth
What we did
Built a living project dashboard covering scope, owners, milestones, assets, risks, and decisions. Added weekly checkpoints and comment threads to surface issues early and clear blockers fast.
Why we did it
To keep priorities visible and the team aligned on facts. For an on-demand marketing and GTM agency style engagement, this creates shared clarity and keeps everyone focused on outcomes, not tasks.
2. Audit performance and instrumentation
What we did
Reviewed GA4 and Google Search Console by channel and intent. Combined a marketing audit with site audits, technical SEO diagnostics, on-page optimization checks, and a review of marketing attribution.
Why we did it
Without this, you cannot tell whether SEO and conversion rate optimization are working. This separates content issues from tracking issues and establishes clear baselines to measure progress over time.
3. Run positioning and messaging workshop
What we did
Focused on brand messaging and positioning. Mapped ICPs, proof points, and tone, then defined a value narrative and message hierarchy.
Why we did it
Buyers move when they hear their own words reflected back. Clear messaging removes doubt, builds confidence, and shortens the path to action.
4. Do intent-led keyword research
What we did
Clustered low-difficulty, meaningful-volume terms by problem, role, and stage. Assigned primary terms to H1 and H2, with supporting secondary terms mapped to sections.
Why we did it
To ground the page structure in real demand, expand topical coverage, and create answer-ready sections that match how buyers and search engines interpret intent.
5. Rebuild information architecture and sitemap
What we did
Rebuilt the sitemap to reflect the new offering, cutting what did not fit and adding what was missing. Designed a Resource Hub by topic and role, with crosslinks and clear paths from report to article to case study to consultation.
Why we did it
This is B2B content marketing built to drive B2B lead generation. Clear way-finding keeps the journey predictable and moves visitors from learning to proof to action.
6. Wireframe pages with a narrative spine
What we did
Shaped storylines that clearly state what, who, and outcome. Sequenced sections to address objections, placed metrics near CTAs, and specified scannable UI patterns.
Why we did it
To help readers grasp value fast, build trust as they scroll, and always see a relevant next step.
7. Write and optimize content
What we did
Drafted plain-language copy, embedded proof and internal links, added structured data, refined metadata, and standardized snippets, anchors, and captions.
Why we did it
To make pages easier to read, easier to rank, and easier to navigate. This improves comprehension, snippet eligibility, and movement toward conversion.
8. Collaborate in tight feedback loops
What we did
Ran twice-weekly reviews with Aleksandra, documented trade-offs, and resolved comments within 24 hours.
Why we did it
To compress decision time, surface risks early, and turn feedback into forward motion without long cycles or late-stage surprises.
9. Coordinate build and launch quality
What we did
Ran the project as an extension of the Valueships team, leading from the client side and working closely with the Webflow agency from start to launch. Delivered component-ready copy, validated designs, QA’d forms, tracking, and performance, then launched with a measurement plan.
Why we did it
To keep copy, UX, and code aligned and protect data integrity from day one. Launches often fail in the handoffs, so we treated alignment as part of delivery, not a last step.
The results
Before, Valueships had the ingredients. Strong expertise. Strong content. Some organic traffic already coming in. But the site didn’t carry people. Visitors would land, skim, then bounce.
After the rebuild, the experience became a guided path. People arrive, understand what Valueships does, and then naturally move deeper. They read one piece, then the next. They see proof right when they start asking “is this legit?” And when they’re ready, the next step is obvious. Here’s what that looks like in the numbers:
Avg. time per active user
+84%
GSC average position
↑ 31.5 places
What changed on the page
The story now starts where it should. Above the fold, it says what they do, who it’s for, and what changes when you work with them. No warm up lap.
The site keeps pulling you forward. The Resource Hub gives the best content a proper home, and internal links don’t just exist, they direct. Reports lead to deep dives. Deep dives lead to case studies. Case studies lead to a clear invitation to talk.
Proof shows up at the right moment. It sits beside the decisions that matter, right when someone is asking if this is worth their time. The CTA doesn’t feel like a jump. It feels like the next step.
Measurement is clean. Forms, tracking, and attribution were QA’d so the team can trust the numbers and see which pages create momentum and which ones lose it.
What it means for the business
From library to sales asset. More of the right people find Valueships, and more of them stick around long enough to understand the POV. They don’t just read one article and disappear. They move through a storyline that builds confidence, shows proof, and removes doubt.
Warmer calls, better conversations. Prospects show up already halfway sold. They’ve read the POV, seen the proof, and understand the offer before the first hello. That means less time explaining basics, fewer “so what do you actually do?” moments, and more time on the real stuff. Pricing, decisions, timelines, scope. Calls feel sharper, faster, and higher intent.
Measurable paths, not vague wins. Instead of “traffic went up” you can see the path. What content drives engagement, what pages create the highest intent, and where people convert. That makes growth less of a guessing game and more of a repeatable playbook.
Ready to turn your expertise into a website that converts?
Got great content that isn't converting? We work with B2B tech companies to fix the journey from discovery to consultation with messaging, SEO, and conversion optimization.
A B2B website strategy is an end to end plan for how your site attracts the right visitors, explains your value fast, and turns interest into revenue. It covers messaging, structure, SEO, content, and conversion paths so the site works like a commercial asset, not just a new design.
Content is the core of the system. In B2B, most buyers need to understand how you think before they talk to you. That’s why we treat content as the main product on the site, not a blog tab. We build a Resource Hub, connect articles, reports, and case studies through internal linking, and create clear reading paths by topic and role. The goal is simple: help the right person go from first click to confidence, without getting lost.
We bring the commercial layer and make it consistent. As a B2B marketing agency, we connect strategy, positioning, content, SEO, and CRO into one experience. That includes a marketing audit, message hierarchy, intent led keyword mapping, content planning and writing, and conversion path design, plus landing page optimisation so the site reliably turns attention into consultations.
You measure it with engagement, search visibility, and conversion intent. Look at time on site, organic rankings, assisted conversions, form completion rate, and qualified opportunities. For Valueships, average time per active user increased +84% and GSC average position improved from 42.0 to 10.5, showing stronger engagement and visibility.
Your website is where everything lands. Demand gen, LinkedIn, referrals, partnerships, outbound follow ups, all of it. A strong B2B website strategy makes those touchpoints count by giving prospects a clear narrative, the right proof, and content that answers the questions that usually block a decision.
B2B SEO is about intent and depth. We map keywords to real buyer questions, build topic clusters, and structure pages so both humans and search engines can follow. Resource Hubs and internal linking help you build topical authority, earn visibility over time, and attract better qualified traffic.
Because B2B buyers don’t wake up and fill out a form. They research first. They compare options, look for proof, and try to reduce risk before they talk to anyone. SEO puts you in the room for that process. It helps the right people discover you while they’re still forming the shortlist, and it keeps working long after a campaign ends. Done well, B2B SEO is not about chasing huge volumes, it’s about showing up for high intent questions, building trust through content, and turning your site into a consistent source of qualified conversations.
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