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Is your website truly working as hard as your sales team? In today’s competitive digital landscape, your website isn’t just an online brochure—it can be one of your best salespeople. Podcaster and influencer Sam Dunning joins The Sales Gravy Podcast to discuss the Caveman Grunt Website Test, why effective SEO strategies are never a one-and-done exercise, and how to build and how to maximize website performance for consistent sales growth.

If your site isn’t converting visitors into customers, it’s time to rethink your approach. In this blog post, we’ll show you how to apply Dunning’s key strategies to turn your website into a dynamic, lead-generating sales machine.

Key Takeaways:

• Caveman Grunt Website Test: Follow the “We do X that solves Y” formula for clarity and effective conversion.
• Understanding Customer Pain Points: Craft landing pages that directly address customer pain points using simple, jargon-free solutions.
• Leveraging Podcasts for Lead Generation: Use podcasting to build authority, get referrals, and increase inbound traffic.
• Turn Your Passions Into Profit: Experiment with activities you enjoy to see if they can be monetized, and give them three months to generate results.
• SEO is a Long-Term Commitment: Don’t treat SEO as a one-time task. Ongoing optimization, including backlinks, keyword updates, and metadata improvements, is key to keeping your website visible.

1. SEO Strategies are Not Dead

Sure, the introduction of AI optimization has some professionals running to figure out the algorithm for getting high rankings from AI platforms like ChatGPT or even Google’s AI overviews. But as far as we know, for Google – which still dominates the landscape – the same effective SEO strategies make for high rankings on AI overviews. 

That means overall you still need to focus on Google’s EEAT format: Experience, Expertise, Authority, and Trust.

If you decide that SEO is worth your time then the best place to start is coming up with what your potential customers will be searching for to solve their problem.

Consider:

1. Industries where you’ve already seen success selling your products or services
2. Companies or organizations that can afford your solutions
3. What those companies might currently have cobbled together to solve their problems

2. The Caveman Grunt Website Test: A Simple Formula for Success

Does your website pass the Caveman Grunt Test? The premise is simple: If a caveman visited your website, would it be immediately clear what problem you solve and how you solve it? Keep your messaging straightforward—avoid jargon and unnecessary complexity.

Tip: Focus on the “We do X that solves Y” formula for a clear value proposition. Too many businesses miss out on potential conversions by overcomplicating their website copy. Simple, direct language can drastically improve your conversion rates.

3. The Importance of Identifying and Addressing Customer Pain Points

The most successful websites address specific pain points right away. Your landing pages should immediately highlight the problem your customer faces and present your solution in a simple, jargon-free manner.

Here’s what to include:

• Clear, Benefit-Focused Headlines that speak to your customer’s pain point. If you confuse, you lose.
• Trust Signals like customer reviews, testimonials, and case studies.
• Explainer Videos or step-by-step guides to show how your product or service solves the problem.

Why this works: Customers are most likely to convert when they feel you understand their challenges and have effective solutions. Ensure that your landing pages and home page are designed to address these pain points quickly

4. Using Podcasts to Build Authority and Generate Leads

Once you’ve optimized your website for clarity and customer pain points, it’s time to extend your reach. Podcasting is a powerful tool for building your brand, establishing authority, and generating inbound leads.

By hosting or guesting on podcasts, you can:

• Build credibility in your industry.
• Attract referral-based leads and audience-driven prospects.
• Leverage your podcast content to drive traffic back to your website.

Tip: Focus on building relationships with other podcasters. Once you’ve established your authority, use your podcast to actively engage with prospects and customers.

5. Turn Passions Into Profit: A Strategic Experimentation Framework

Sam Dunning’s approach to business is all about experimentation. He believes that successful business ideas come from testing what you love and seeing if it can generate revenue.

Here’s how to apply it:

1. Choose a project or activity you’re passionate about.
2. Form a hypothesis about how it could create revenue.
3. Give it three months to see if the hypothesis holds up.

This experimentation mindset allows you to innovate and explore new ways to engage your audience. Whether it’s social media, cold calling, or podcasting, focus on the activities that align with your business goals.

6. Effective SEO is Never a One-and-Done Task

Many businesses make the mistake of thinking SEO is a one-time task that ends once you’ve uploaded a plugin or added keywords to your site. In reality, SEO is a continuous process that requires regular updates and attention.

Here’s what you need to do:

• Ongoing Keyword Research: Update your keywords based on trends and changing search behaviors.
• Backlink Building: Engage in link-building strategies to improve your domain authority.
• Content Optimization: Refresh old blog posts and pages with updated, relevant content.
• Technical SEO: Ensure your site is mobile-friendly, loads quickly, and is free from technical errors.

Tip: SEO is a long-term investment. It’s not enough to optimize once and forget about it—consistently work to improve your search engine visibility.

Final Thoughts: Build a Website that Converts and Grows Your Business

In the ever-evolving world of digital marketing, there’s no shortcut to success. To build a high-converting website, focus on:

1. Simplicity: Follow the Caveman Grunt Test for clear, effective messaging.
2. Trust-building: Layer in testimonials, reviews, and proof of your product’s value.
3. Constant iteration: Regularly review and update your website to keep it aligned with customer needs and effective SEO strategies.
4. Experimentation: Leverage new channels like podcasting and keep testing to find what works for your business.

With the right approach, your website can become one of your best salespeople, driving leads and growth. Remember, building a successful website is a long-term strategy that requires patience, experimentation, and consistent improvement.

Jeb Blount’s bestselling book Fanatical Prospecting: The Ultimate Guide to Opening Sales Conversations and Filling the Pipeline by Leveraging Social Selling, Telephone, Email, Text, and Cold Calling. is a practical, eye-opening guide that clearly explains the why and how behind the most important activity in sales and business development―prospecting. Download our free Fanatical Prospecting Book Club Guide HERE.