The average B2B website converts 1–2% of traffic. That means 49 out of every 50 buyers you found, warmed up, and brought to your site. They chose not to raise their hand. The Buyer Hesitation Diagnostic tells you exactly where they stopped and exactly what to change.
Terry Wilson spent 28 years in commercial management before this methodology had a name. The diagnostic discipline underneath Sigr was first written down in internal sales training documents in 2003 and 2006: diagnose before you prescribe, and never let the firm that profits from the implementation define the diagnosis. That principle is why Sigr exists as a separate firm today.
A $15,000 diagnostic that identifies exactly where that 98% is losing confidence, and what to change, is one of the highest-return commercial decisions a growth-stage CEO can make.
The maths on a typical mid-market site
Monthly traffic spend (ads + SEO + content)
$50,000
Average B2B website conversion rate
1–2%
Spend that reached a buyer and produced nothing
~$49,000/mo
Cost to find out exactly why and what to change
$15,000
One-time. Fixed price. Findings in 10 business days.
Not if the problem is hesitation. More traffic means more of the same buyers landing on the same pages with the same unanswered questions. The diagnostic tells you whether you have a traffic problem or a conversion problem. The fix is completely different.
This is the question no agency will answer cleanly, because they have an interest in the answer. We do not. If the diagnostic reveals that hesitation is not the issue, that buyers are leaving because of price, product, or market fit, the report says so and tells you where to look instead.
For a company with a $30,000 average deal size and 5 qualified meetings per month: if hesitation changes two of those from a "no" to a "yes", the ROI on a $15,000 diagnostic is covered in the first month. The diagnostic maps which hesitation pattern most directly suppresses deal flow.
What changes after the diagnostic
You know exactly what to fix, and what not to touch
No more rebuilds based on instinct. No more agency projects justified by "best practice." Specific findings, specific pages, specific copy changes.
Marketing and sales have shared evidence, not competing opinions
The diagnostic replaces the "leads are bad" vs "the website is fine" loop with a data-backed finding both teams can act on.
You stop spending on traffic to a broken conversion path
If hesitation is the issue, every additional traffic dollar you spend before fixing it is diluted. Fixing hesitation first makes every subsequent spend more efficient.
The findings are actionable without a rebuild
Every recommendation comes with specific copy changes. Your existing team or copywriter can implement most findings within 2–3 weeks of the report. No new agency required.
The diagnostic is $15,000. Fixed. Ten business days. You receive a written findings report, specific copy change recommendations, a findings walkthrough call, and a 30-day check-in. No rebuild required to act on the findings.
If hesitation is not the issue, if the diagnostic finds that traffic, product-market fit, or pricing is driving exits rather than copy and messaging, we say so. The report tells you what to look at instead. Either way, you have a clear answer.
30 minutes. No commitment. We will cover your data readiness and whether the diagnostic is the right fit.
Book your intake call →Fixed price $15,000
10 business days
Written findings