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 profit
• Should revenue be the primary metric for a business
• The 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 be
• What is the grunt test and does it work in the B2B context
• How to ensure that your message is clear
• How 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 collateral
• How to frame your product or service as a value proposition
• How to identify parts of your site that could be causing friction in the buying process
• and much more