Why your “impressive” website is USELESS
Your company spent months building a beautiful website. All the planning meetings, design sprints, stakeholder approvals, launch day celebration…
Then…nothing.
No updates. No learning. Not even a version 2.
It’s just a polished artifact sitting there like a painting from 1739 with a little placard next to it explaining what it used to mean.
If your website looks impressive but never produces data, it's a museum. If it's a static exhibit of what your company used to be proud of, it's a museum.
A funnel behaves like a living system. It collects inputs, produces measurable outputs, and helps you understand how people actually make decisions.
The real difference? Museums are read-only. Funnels are interactive.
The waterfall disaster you're still living in
Teams build websites like they're deploying a V1 and walking away forever.
It's 2025. Waterfall projects died for a reason. Yet marketing teams are still acting like their website is a one-time deployment instead of a product that needs constant iteration.
If you build or buy software, you already know this pattern. A system without feedback is useless. If you can't observe it, you can't improve it.
So why does your website—your primary go-to-market asset—have zero observability?
If your site doesn't tell you where users drop off, what messages hold attention, or which assets lead to form fills, you're missing the most valuable telemetry in your entire stack.
Remarkability isn't what you think it is
Seth Godin has a definition I love: Remarkability means being worth making a remark about.
Not flashy design. Not clever copy. Useful enough that someone wants to share it.
When a technical buyer forwards your ROI calculator to a teammate saying "Hey, this might help us," you've achieved remarkability. When they bookmark your benchmark report for later. When they actually use your migration checklist.
You're a software company. You're already solving problems. Show how customers will be thrilled to solve their problem with your solution—not in a self-centered way, but in a way that actually helps them right now.
Museums vs. funnels: The brutal truth
Museum websites say: "Here's who we are" (or worse, "Here's who we were")
Remarkable funnels say: "Here's something that will actually help you right now"
A museum has that "Talk to Sales" button in the corner that nobody clicks. A funnel has a cost estimator, a migration checklist, a deployment guide—something small, focused, and genuinely useful.
Content that earns trust instead of demanding it. Content that starts conversations instead of ending them.
Turn your marketing into a product, not a brochure
Once you have feedback loops, marketing stops feeling like guesswork.
You can test headlines and proof points. You can test offers. Just like you test features in a release cycle, you can ship small, measure, and iterate.
Technical teams already work this way. Your marketing should too.
Every element becomes measurable. Every page becomes a hypothesis. Every call to action becomes a data point. You don't guess what resonates—you see it in the numbers.
The one-page experiment that changes everything
You don't need to rebuild your entire site. Stop thinking about refactoring the whole thing.
Pick one high-value use case and treat it like its own product launch:
Build a simple page with one promise
Create one genuinely useful offer
Add one way to measure results
Selling an engineering tool? Make a deployment guide people actually need.
Selling data services? Build a cost calculator that answers real questions.
Selling consulting? Create a diagnostic scorecard that provides immediate value.
Give people something concrete they can use today. Not another "Contact Us" button or a "Learn More" link. Something they'll actually bookmark, share, or reference.
Then instrument it. Look at the data. Refine it. Ship again.
Stop displaying. Start proving.
When you design marketing as a system—not a brochure—it becomes something you can actually learn from.
When you make it remarkable—useful enough that people talk about it—you create the most credible kind of growth there is.
A museum displays what you've done. A funnel proves what you can do for others.
If your website isn't measuring, iterating, or being shared, it's probably a museum.
The fix isn't complicated. Add one living exhibit that:
Collects data
Helps someone solve a problem
Earns a remark
That's how you turn a static site into a living system that actually sells.
Ready to turn your museum into a funnel? We build marketing systems that actually produce pipeline. anthony@edifycontent.com
