How to Write an Adtech Website

Writing a website can be overwhelming, but it helps to remember that a website only really has two objectives: attract the right audience and encourage them to reach out. The primary audience is prospects/customers. Secondary is talent, investors, and partners. 

The first question is partially one of rhetoric, and we’ll get to that, but it also pertains to SEO, which isn’t my discipline. I want to focus on the rhetorical or strategic communications aspect of writing a site. Which questions should a site answer to attract and convert the right visitors?

It boils down to three questions:

1) What do we do and for whom?

2) How are we different?

3) Why does it matter?

The first question helps visitors understand whether the company is relevant. The second tells them whether the company is qualified (and ideally uniquely qualified) to solve their problems. The third tells them why the problem and solution matter — and why they should act immediately.

Let’s cover each in greater detail.

1. What do we do and for whom?

This is where most adtech websites stumble. They default to abstraction. They describe a “platform” that “empowers solutions” for “modern enterprises” — or merely “drives performance for advertisers” with no detail as to how. By the end of the hero section, you still don’t know who it’s for or what it actually does.

Clarity is a competitive advantage.

OpenAds (for which I’m an advisor) is a good example of getting this right. Right at the top of the homepage, it says:

OpenAds generates unique, hyper-contextual creative for every impression based on page content and user intent. Push a button, get customers. OpenAds learns your brand’s voice, products, and audience to deliver performance outside search and social.

You immediately understand:

• It’s an AI ad platform.

• It’s for brands and advertisers.

• It drives customer acquisition.

• It generates unique creative for every impression.

There’s no guessing. You may still have questions, but that’s what a call is for. The goal of a homepage is to make the right people think, This might be for me and then reach out.

If someone can’t tell in 10 seconds whether your company is relevant to them, you’ve already lost them.

2. How are we different?

Once a visitor understands what you do, the next question is obvious: Why you?

In crowded categories (and most adtech categories are crowded), differentiation is paramount.

OpenAds positions itself as a new generation of ad platform. What differentiates them is generative creative: they create hyper-contextual ads for every impression, tailored to the content of the page.

After the company has established its uniqueness, next up is credibility signals. OpenAds pairs its positioning with logos and a simple, powerful line: it generates leads for thousands of brands.

Differentiation isn’t usually about attacking competitors directly. It’s about making the alternative feel obviously less advanced. When you articulate your model clearly enough, visitors can infer the comparison.

If your site doesn’t answer “Why you?” in plain English, prospects will default to incumbents.

3. Why does it matter?

The final question is the one most companies underplay.

Even if I understand what you do, and even if I understand how you’re different, I still need to know: Why should I care right now?

For OpenAds, this is a question of performance or creative ingenuity (depending on the audience).

On the OpenAds site, there’s a simple, forceful stat: generative creative performs 56% better on CTR than contextual targeting alone.

If you’re a marketer under pressure to drive growth outside search and social, that number matters. It reframes generative creative from an interesting idea into a revenue lever.

This is the “so what?” section of your website. If you don’t make the stakes explicit (more revenue, lower CPA, better performance, stronger margins), you’re missing urgency.

Bringing it together

A strong adtech website underscores three things: relevance, differentiation, urgency.

In B2B marketing, we often overestimate how complex persuasion needs to be. Most buyers are simply looking for confidence that you understand their problem, have a differentiated solution, and can drive results.

Answer those three questions — what do we do and for whom, how are we different, and why does it matter — and your website will do what it’s supposed to do: attract the right people and make them raise their hands.