Articles
What Should a B2B SaaS Homepage Actually Say? A Structural Framework
Most B2B SaaS homepages are structured around what the company wants to say, in whatever order feels internally logical. Here is a section-by-section framework built around what the buyer actually needs to hear, in order.
Read →How to Map Your B2B Buyer's Decision Journey (and Build Your Site Around It)
Most B2B sites are structured around the org chart instead of the buyer's decision process. Here is how to map the actual journey and rebuild your information architecture around it.
Read →CRO Audit vs Conversion Audit vs UX Audit
CRO audit, conversion audit, and UX audit are often used interchangeably. Here is what each one means, what each covers, and which one your B2B site needs.
Read →How Much Does a CRO Audit Cost? (2026 Pricing Breakdown)
CRO audit cost varies because scope varies. Here is what B2B companies should expect to pay in 2026, what drives price, and how to compare options.
Read →6 GA4 Events Every B2B SaaS Team Needs (2026 Setup Guide)
Installed is not configured. These are the 6 GA4 events that turn a default B2B SaaS setup into a pipeline measurement tool, and how to set each one up.
Read →Career Change at 35, 40, or 45: What Actually Changes (and What Doesn't)
A career change at 35, 40, or 45 feels riskier than it did at 25. Here is what actually changes about the decision at each age, and what stays exactly the same.
Read →How to Choose a Career Coach for Tech Professionals
Most career coaches are generalists. Tech professionals have specific problems: equity comp, identity tied to title, risk-averse cultures. Here is how to evaluate whether a coach actually fits.
Read →CRO Audit: What It Is, How to Run One, and What It Costs
A CRO audit is a structured diagnosis of where your site loses conversions and why. Here's what one covers, how to run it, what it costs, and how it differs from a UX or SEO audit.
Read →Stuck in Your Career? 8 Reasons Why (That Have Nothing to Do With Your Resume)
If you're stuck in your career and can't figure out why, the problem is rarely your skills or your resume. Here are 8 honest reasons people stay stuck, and what to do about each.
Read →How I Coach
How Kendall Guillemette runs coaching sessions: the approach, what to expect, pricing, and who it's for.
Read →What Is Career Coaching? A Direct Answer for People Who Are Actually Considering It
Career coaching is a structured thinking process for people who are stuck on a career decision and can't get clear on it alone. Here's what it is, what it isn't, and when it's worth it.
Read →Career Coaching for Professionals: Get Unstuck and Move Forward
Career coaching for tech and digital professionals navigating transitions, career changes, and moments of being genuinely stuck. Practical, direct, no fluff.
Read →When to Redesign Your B2B Website (And When Not To)
Most B2B companies redesign when they should optimize. Here is how to tell which path is right for your site, and what to do before you commit to either.
Read →Web Experience Audit
A strategic web experience audit for B2B SaaS companies, delivered in 5 business days. Get a prioritized roadmap of exactly what's costing you pipeline and what to fix first.
Read →Web Experience Audit ROI: How to Calculate What Your Site Is Costing You
If you don't know what a 1% conversion rate improvement is worth, you can't evaluate whether an audit is worth the money. Here's the math, and how to run it for your site.
Read →B2B Marketing Analytics: The Metrics That Actually Connect to Pipeline
Most B2B marketing dashboards measure what is easy to track, not what drives decisions. Here are the metrics that actually connect to pipeline and the ones you should stop reporting on.
Read →B2B Marketing Measurement Framework: How to Connect Campaigns to Pipeline
Most B2B marketing teams measure campaigns in isolation. Here is a practical framework for connecting marketing activity to pipeline without perfect attribution or expensive tooling.
Read →UTM Parameter Strategy for B2B: How to Tag Every Campaign That Touches Pipeline
Inconsistent UTM tagging is the most common reason B2B marketing attribution breaks down. Here is a practical strategy for tagging every campaign so the data you need actually exists.
Read →B2B Marketing Dashboard: The 10 Metrics That Actually Matter
Most B2B marketing dashboards are built to justify budget, not drive decisions. Here are the 10 metrics that belong on yours, and the ones you should remove.
Read →How to Measure Website-to-Pipeline Conversion for B2B
B2B website-to-pipeline conversion is not one metric. It is four. Here is how to calculate each one, connect your analytics to your CRM, and stop optimizing for the wrong number.
Read →Information Architecture for B2B SaaS: What Goes Where and Why
Most B2B SaaS sites are organized around the company's internal structure, not the buyer's decision process. Here is how to fix the structure so buyers can actually find what they need.
Read →B2B Website Redesign vs. Conversion Optimization: How to Decide
A redesign is a large, slow bet. Conversion optimization is a series of small, fast bets. Here's how to tell which one your B2B site actually needs right now.
Read →How to Write a B2B Website Redesign Brief That Agencies Actually Use
Most redesign briefs tell agencies what you want the site to look like, not what job it needs to do. Here is what to include instead.
Read →B2B Website Messaging: How to Write for a Skeptical Buyer
Most B2B website copy is written for the company, not the buyer. Here is how to rewrite it for the person who has seen a hundred pitches and trusts none of them.
Read →B2B Marketing Analytics: What to Measure and What to Ignore
A practical guide to B2B marketing analytics: how to set up tracking that connects to pipeline, measure what actually matters, and stop reporting on metrics that do not drive decisions.
Read →Website Strategy: How to Treat Your Site as a Revenue Channel
A practical guide to B2B website strategy: how to structure your site for pipeline, write messaging that resonates with skeptical buyers, and make decisions that connect to revenue.
Read →B2B Contact Page Optimization: What Actually Works
Most B2B contact pages fail at their one job. Here's what a 61% lift in form conversions taught me about what actually moves the needle.
Read →B2B Pricing Page Optimization: What the Data Shows
Pricing pages do not fail because buyers hate pricing. They fail because the page creates confusion, distrust, or friction right before the decision. Here's what to fix.
Read →How to Diagnose Why Your B2B Website Isn't Converting
A practical framework for diagnosing why your B2B website isn't converting, so you can find the real leak before you waste time fixing the wrong thing.
Read →A/B Testing a B2B Contact Page: How to Get a 61% Lift
One test isn't A/B testing. Here's the iterative framework that produced a 61% lift in contact form submissions at Tableau.
Read →Demo Request Page Best Practices for B2B
The best B2B demo request pages reduce friction, build trust, and make the next step obvious. Here's what actually matters and what usually gets in the way.
Read →When to Get a Website Audit: 7 Signs Your Site Is Costing You Pipeline
Not sure if it's time to get a website audit? Here are 7 specific signs your B2B SaaS site is costing you pipeline, and what to do about each one.
Read →B2B Above-the-Fold Checklist: 12 Things That Matter
You have a few seconds before a visitor decides to stay or go. This 12-point checklist covers what the fold needs to do for B2B companies and how to tell if it's working.
Read →B2B Website Conversion: What Good Looks Like
A practical guide to B2B website conversion: what drives it, what kills it, and how to diagnose what your site is doing wrong before you start changing things.
Read →How to Build the Business Case for a Website Audit
Building the business case for a website audit starts with knowing what your current conversion rate is actually costing you. Here's the framework and the math.
Read →Website Conversion Audit vs. UX Audit: What Is the Difference?
They sound similar and they're often confused. Here's what a conversion audit and a UX audit actually cover, who each one is for, and how to pick the right one.
Read →What Is a Web Experience Audit? (And Does Your B2B SaaS Company Need One)
A web experience audit is a structured analysis of your B2B SaaS website's ability to convert visitors into pipeline. Here's what it covers and whether your company needs one.
Read →How to Prepare for a Web Experience Audit: A Checklist for Marketing Teams
Getting ready for a website audit isn't complicated, but teams that prep well get more out of the engagement. Here's exactly what to gather before the work starts.
Read →ICE Scoring for Website Experiments: A Practical Guide
You have 15 test ideas and time for 2. ICE scoring tells you which ones to run. Here's how to apply it to website experimentation without overcomplicating it.
Read →Who is this guy?
25+ years on the web. Numbers to show for it.
I led web strategy and conversion optimization for Tableau at Salesforce. I worked across engineering, marketing, and product to ship changes that moved the business. Here's what that looked like.