Episode summary

In Episode 1, Tristan made the case that your website should be a salesperson, not a brochure. Now it’s time to train that salesperson. This episode covers the practical side: what “converting” actually means, how to lay out a page in the same order as a good sales conversation, how to write a headline that works, and nine small details that get people to pick up the phone. It’s all in plain English, for people who run businesses, not marketing departments.

In this episode

Why a website with no training sells about as well as a salesperson with no training
What “conversion” and “conversion rate” mean, with simple maths
Why going from two to four enquiries per hundred visitors doubles your leads without any extra traffic
“Little yeses”: the small steps, like downloading a guide or joining a list, that lead to the big yes
The seven-part page layout that follows a good sales conversation
A simple headline formula and three tests for your headline
Why button text matters, and why clear beats clever
Nine small details that make people get in touch
Your one thing for this week

Chapters

Times are approximate. Adjust them once the final audio is edited.

00:00 Cold open: the salesperson with no training
01:10 Welcome, and a recap of Episode 1
03:00 What “convert” actually means
06:00 Laying out a page that sells
10:45 Writing a headline that works
14:05 The little details that make people call
18:25 Your one thing for this week, and what’s next

The page layout that sells

Order your homepage and main service pages like a good sales conversation:

The greeting: a clear headline, a supporting line, one obvious button and a small piece of genuine proof.
Their problem: show visitors you understand what they’re dealing with.
Your offer: your main services in the customer’s words, not your internal jargon.
Proof: reviews, testimonials, real photos and before-and-afters.
How it works: three simple steps that take the mystery out of contacting you.
Their worries: FAQs on pricing, timing, service areas and guarantees.
The close: ask for the sale again at the bottom of the page.

Put a button between sections, and on mobile think about a call or book button that stays fixed at the bottom of the screen.

The headline formula

What you do, plus who it’s for or where, plus the result or what makes you different.

Example: “Bookkeeping for Melbourne tradies, so you never lose a weekend to your BAS again.”

Test your headline three ways:

The swap test: could a competitor put their logo on it and it would still be true? If so, it’s too generic.
The read-aloud test: would you feel silly saying it to a customer at a barbecue?
The “so what?” test: is there a real reason for someone to care?

Then make your buttons about what the customer gets. “Get my free quote” works better than “Submit”.

Nine small details that make people call

Make your phone number tappable on mobile.
Keep forms short: name, phone or email, and what they need.
Say what happens next, right beside the button.
Show a proper thank-you page and send a confirmation email.
Reply to enquiries quickly.
Put reviews next to your buttons.
Show your opening hours and service area.
Go easy on pop-ups, especially on mobile.
Use real photos of your team and your work.

Your one thing this week

Be your own customer. Fill in your own contact form on your phone, then:

Remove every field you don’t truly need before you’ve spoken to someone.
Add one line beside the button that says who will get back to them, how and how soon.

Resources mentioned

Google’s guidance on pop-ups and interstitials: Google Search Central — Avoid intrusive interstitials and dialogs
Episode 1, “Your Website Is a Salesperson, Not a Brochure”, which covers the five-second homepage test

Coming up next

Episode 3 is SEO in plain English: what SEO actually is, how Google decides who shows up, and what really matters for a small business, without the jargon.

About Design Box Digital

Design Box Digital is a Melbourne web design and digital marketing agency based at the World Trade Centre in Docklands. We build WordPress and Shopify websites, run SEO and Google Ads, and help businesses turn their websites into lead generators. Visit designbox.com.au to get in touch.