After two years of using ChatGPT by OpenAI for both work and personal use, I'm making the switch to Claude by Anthropic. The writing quality has been impressive, and the visuals are on another level — the slide decks I've been testing are so good.

There's a learning curve with the different models and getting the most out of the platform, but overall it's been a great experience. If you have any favorite Claude tips or best practices, I'd love to hear them.

Let’s get started.

Most B2B event websites look like early 2000s brochures.

They list dates, speakers, ticket prices, and a schedule. They use stock photography of people clinking glasses and handshaking. They say things like "world-class networking" and "curated experiences" without proving any of it.

Distilled Intelligence does almost none of that.

When I first landed on their homepage, something immediately felt different. I couldn't name it at first. After studying it closely over weeks, I can now.

The DI website treats every page like a sales conversation. Here's what I mean.

This is the biggest thing most event sites miss.

The DI homepage doesn't just tell you what the event is. It anticipates what you're thinking, names the friction, and resolves it.

For founders, the pain is immediate: "Skip the back and forth. No Zooms, endless email chains, and uninterested investors."

That sentence is doing three things at once. It's describing what's broken about how fundraising normally works. It's positioning DI as the antidote. And it's demonstrating that whoever wrote this actually understands founders' lives.

The founders page does the same thing, even more explicitly. Instead of just listing benefits, they go through objections line by line:

Every one of those objections gets handled before a founder even thinks to ask. That's likely the work of a skilled salesperson or copywriter.

The steal: Write down the five most common reasons someone would hesitate to attend your event. Then answer every single one inside your website copy. Not in an FAQ buried at the bottom. Weave them into the narrative itself.

Most event websites build social proof out of logos and testimonials.

DI leads with results:

Those aren’t vanity metrics like how many people are coming or how many speakers they’ll have. Those are outcomes, which is the only metric that matters to the audience DI is trying to attract.

A founder doesn't care how many people attended last year. They care whether the event actually moved the needle for people like them.

So they lead with the evidence that directly answers the question every founder is silently asking: Has this worked for other people?

Alongside the stats, they list the actual companies that came through DI — Hinge (acquired by Match Group), ID.me (unicorn), Social Tables (acquired by Cvent for $100M+). Named outcomes with proof points like actual news stories. That's a fundamentally different approach to social proof.

The steal: Stop measuring your event by inputs (speakers, attendees, sessions). Start measuring and displaying results. Even one or two strong outcome stories, told specifically and linked to evidence, will outperform a wall of logos.

The DI website has audience-specific pages for Founders, Investors, and the event Details — and each one speaks a completely different language.

The Founders page leads with identity: "Founders shaping the future." Then it immediately addresses the cost question and speaks to the emotional journey of being a founder raising money.

The Investors page opens with: "This is where capital finds its highest potential. Where ambition meets opportunity." The page is shorter, more declarative, and written in the language investors use internally when evaluating deals. It also leads with a roster of other investors already attending, because peer validation is the primary decision driver for that audience.

The Details page drops the sales tone entirely and just statrorganizes. Speaker bios. Itinerary links. FAQs. Organizer profiles. It serves the person who is already interested and now just needs information to make the final decision.

Three pages. Three audiences. Three different conversations.

The steal: Map out who visits your website and what question they're trying to answer when they arrive. Your homepage should not be trying to speak to everyone at once. Build audience-specific landing pages and let each one do one job well.

I want to spend a moment on this, because it's something a lot of event organizers underestimate.

The DI website feels dark, editorial, and premium — closer to a luxury brand than a tech conference. The visual language communicates something specific: this is not a standard networking event.

The scientific imagery (labs, smoke, spectacles, glowing rods) is doing conceptual work — reinforcing the idea of "distilled" intelligence, of refining something valuable down to its essence. It's unexpected for an events website, which is exactly why it works. You remember it.

Even the day names — Launch Day, Traction Day, Breakout Day — are mini pieces of brand design. They give the itinerary a narrative shape that "Day 1, Day 2, Day 3" never would.

The steal: Your event has a tone. Your website should match it. If your event is warm and community-driven, your website should feel warm and human. If it's high-octane and competitive, make the design feel that way. Visual misalignment — a premium event with a generic website, or a casual community event with a corporate-looking site — is a trust leak you might not even notice.

The timing of trust-building matters.

The DI tickets page does something I haven't seen many event sites do: it includes full organizer bios right before the ticket purchase. Not on an About page buried in the footer. Right there, on the conversion page.

The bio for Fortify Ventures includes this line: "We do not make a profit or take equity for participation; our goal is to raise the tide for the entire ecosystem."

That is a remarkable sentence to put on a purchase page. It removes the suspicion that this is just a money-making exercise for the organizers. It signals that the founders' interests are genuinely aligned with DI's interests.

The ticket structure itself is thoughtful: founders get in free (covered costs), investors pay $1,499, operators are invite-only, service providers pay $3,500. Each tier has a different CTA verb — Apply, Purchase, Invite Only — that accurately reflects how each group enters the event. It's not a one-size-fits-all pricing page. It's a set of different conversations, happening on the same page, for different audiences simultaneously.

The steal: Move your trust-building elements closer to your conversion point. Most event sites put social proof on the homepage and then have a bare-bones registration page. Flip that. Put your strongest proof (testimonials, outcomes, organizer credibility) right before the ask.

At the bottom of the Founders page, there's this closing line:

"You will encounter difficult decisions along your journey. Applying to DI is not one."

That is a perfect piece of closing copy. It reframes the decision from "should I apply?" to "why wouldn't I?" It's confident without being arrogant. It removes friction by naming it.

Most event websites close with something like "Register now — spots are filling fast!" or a countdown clock. DI closes with a line that feels like something a good mentor would say.

That's the difference between an event website that converts and one that just informs.