B2B Website Audit — Core Pages, User Journey & ICP Fit

GOOD CULTURE INGREDIENTS B2B Website Audit — Core Pages, User Journey & ICP Fit goodcultureingredients.com --- About us Good Culture Ingredients is a B2B supplier of fermented beverage bases — primarily kombucha and water kefir — sold to food and beverage manufacturers, brands and co-packers across the UK, Ireland, and Europe. We supply everything from founder-led craft brands to large-scale beverage producers, with an average sales cycle of 54 weeks. Our marketing funnel runs from organic and paid traffic → website → guide downloads → persona-matched email nurture → qualified enquiry → BD follow-up. The website is the centre of that funnel. We want an experienced consultant to audit our core pages, assess whether the journey between them makes sense, and tell us whether the site is set up to serve our buyers and convert them effectively. Our site: goodcultureingredients.com --- Our buyers We have five ideal customer profiles. Any recommendation that doesn't map back to one or more of these personas will not be useful to us. - **Founder / Owner** — building or scaling a beverage brand, often resource-constrained, making fast decisions. High engagement. - **Marketing / Commercial** — responsible for brand growth and commercial performance, evaluating fermented ingredients as a route to new product or market expansion. High engagement. - **R&D / Innovation** — formulation-led, evaluating bases on technical performance, flavour profile, and compliance specifications. High engagement. - **Operations / Factory** — focused on production efficiency, lead times, batch consistency, and supply reliability. High commercial value when active. - **Technical / QA** — evaluating on certifications, compliance documentation, ABV stability, and audit trail. Key gatekeeper in larger organisations. The first three personas drive the majority of our inbound engagement. All five are present in the buying process depending on the tier and complexity of the account. --- What a good outcome looks like for us Not all conversions are equal. Our conversion hierarchy is: - Contact enquiry or meeting request — the highest-value outcome. This is a sales qualified lead (SQL) and goes directly to our BD team. - Guide or report download — a marketing qualified lead (MQL). The visitor enters a persona-matched nurture sequence and is reviewed by our BD team. Any audit recommendation should be assessed against this hierarchy. A change that increases guide downloads is good. A change that increases direct contact enquiries is better. --- The pages we want audited Five pages in total: - Home (/) — mixed traffic; intended to orient the visitor, establish credibility, and route them to a guide download or direct enquiry - Solutions & Applications (/solutions-applications) — our highest-traffic page; mid-funnel category intent; primary conversion is guide download; receives paid and organic traffic - Our Ingredients (/beverage-ingredients) — product-level page; intended to route visitors to individual base product pages where a data sheet download is available; does not convert directly - About (/about-good-culture) — serves warm visitors in active supplier evaluation; intended to build credibility and convert to a direct enquiry - Contact (/contact) — the destination for all contact CTAs across the site; intended to convert warm visitors into direct enquiries --- What we're looking for - Proven experience auditing B2B websites and conversion journeys - Understanding of B2B buyer behaviour — long sales cycles, multiple personas, considered purchases - Familiarity with lead generation mechanics — guide downloads, contact forms, MQL and SQL capture - Some understanding of how organic search and AI search (AEO) drive traffic to a site and what the site needs to do when that traffic arrives - Based in the UK or Ireland — this is a firm requirement - Immediately available — we want this completed as soon as possible in July --- What you'll deliver A written audit report covering: - A clear assessment of each page and the journey between them - Specific, actionable recommendations — not generic best practice - A view on ICP fit — how the site serves our buyers and where the gaps are - A prioritised action list: what to fix first, what to fix next, what to park - A score or rating for each page and the overall journey --- Timeline We need this completed as soon as possible in July. We expect this to represent approximately 2–3 days of focused work for an experienced consultant. Please tell us in your proposal how long you estimate this will take and why. Please include a fixed project fee in your proposal — not an hourly rate. Quote for the scope as described. --- Relevant experience Please include at least one example of a B2B or FMCG website or conversion audit you have completed. Tell us: - Who the client was in broad terms - What you audited - What you found - What changed as a result Anonymised examples are fine. We want outcomes, not process descriptions. --- To apply Please do not send a generic proposal. Before you apply, spend ten minutes on our live website at goodcultureingredients.com and tell us: - One specific thing you would change and why - How that change would benefit our buyers, with reference to our five ICPs Applications without this will not be considered.