What if your website is quietly losing customers — and you don’t even know it?
In this episode of *Right About Now,* Ryan Alford sits down with B2B SEO and website conversion expert Sam Dunning to unpack why most business websites fail to generate consistent leads.
Sam explains that one of the biggest killers of website performance is ego — designing for what founders and marketers like instead of what buyers actually need. Most visitors just want three things: what you do, how you help, and what to do next. When websites bury that under awards, buzzwords, and brand vanity, conversions drop.
The conversation covers how your website should function like a 24/7 salesperson, why “award-winning” headlines don’t move buyers, and how companies lose business every day without realizing it.
Sam also walks through practical frameworks for B2B websites, including:
* What buyers actually look for on your homepage
* How pricing transparency builds trust
* Adding clear calls-to-action like demo bookings or calendars
* Why customer interviews are the most underrated marketing tool
* Ego-driven websites don’t convert
* Buyers want clarity, not buzzwords
* Your website should act like a salesperson
* Proof matters more than aesthetics
* Customer interviews unlock powerful messaging
* Poor sites lose leads silently
* Small changes can dramatically improve conversions
Ryan and Sam also dive into Sam’s journey from retail to running a web agency, exiting a previous business, and launching Breaking B2B — plus the early mistakes that shaped his approach today.
If you’re building a business, managing marketing, or relying on your website for leads, this epis
*📣 Connect with Ryan & Sam*🎙 Right About Now Podcast:
https://ryanisright.com
🌐 Ryan Alford:
https://ryanisright.comInstagram: https://instagram.com/ryanalford
🚀 Sam Dunning / Breaking B2B:
Website: https://breakingb2b.com
LinkedIn: Search “Sam Dunning”
Podcast: _Breaking B2B_
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