In this episode Allan Langer, author of bestselling book - The 7 Secrets to Selling More by Selling Less and sales trainer shares how we can gain more customers with a website conversion optimization strategy. Insights he shares include:

How to balance the need to help people with the need to make a profitShould revenue be the primary metric for a businessThe best to bring alignment with business objectives How to have sales and marketing provide input into a website that serves customers where they are at as opposed where we would like them to beWhat is the grunt test and does it work in the B2B contextHow to ensure that your message is clearHow does the StoryBrand framework help craft the message that we are trying to deliver to a potential client? How to include your story brand into your website collateralHow to frame your product or service as a value propositionHow to identify parts of your site that could be causing friction in the buying processand much more