Beyond Messaging: Auditing Website Structure, Journeys and Conversion as a PMM

​“If AI can write your site copy, do they still need a PMM?”

​You've probably heard some version of this question lately. It misses the point. AI took the execution, not the judgment. Structure, journeys, and conversion are the parts of the job nobody trained us for, and they're exactly where PMMs prove their value next.

​Here's what we keep seeing: every PMM can talk value props, differentiation, and personas fluently. But ask why a page is organized a certain way, or where visitors actually drop off, and the clarity disappears. Not because PMMs aren't smart, but because no one taught us to look at a website that way.

​In this live WIPM × ThunderClap session, Kiran Kulkarni (Partner and Head of Growth, ThunderClap) and Priyanka Chakraborty (Product Marketing Manager, ThunderClap) will change that. You'll learn how to:

• ​Audit structure: IA, hierarchy, and nav logic, and how a site's shape encodes (or hides) your positioning.

• ​Map journeys by persona, not just funnel stage.

• ​Find conversion leaks: CTA logic, trust signals, and friction, with cases like RMS.

​This topic was chosen by WIPM community poll, so come with questions and a website you've been itching to fix.