Podcast Summary:

Right About Now – Legendary Business Advice
Episode: How to Build a Website That Actually Converts With Sam Dunning
Date: February 6, 2026
Host: Ryan Alford (Radcast Network)
Guest: Sam Dunning (Founder, Breaking B2B)

Overview

This episode is a no-nonsense, practical guide for business owners and marketers who want their websites to actually drive results—sales, leads, and real conversions—not just look pretty. Host Ryan Alford and guest Sam Dunning (a seasoned web and SEO expert) dissect the common mistakes businesses make with their websites, especially in the B2B world, and serve up actionable advice on optimizing sites for results rather than ego.

Sam Dunning’s Backstory & Approach (01:37–05:12)

• Sam’s Early Career
  • Started in retail, selling cameras at Jessups in the UK, but quickly realized he disliked retail.
  • Moved into the web agency world via a family connection—took on project management and sales at WebChoice.
  • Hilarious first sale: Quoted the equivalent of $700 for a website with LinkedIn-level complexity, highlighting early-career naivety.
    • Quote: “I just said yes to every request on the sales call... and somehow sold this first ever lead that I took on... for like 500 pounds.” (03:17, Sam Dunning)
  • Learned how websites can function as “24/7 salespeople,” fueling business growth through SEO and targeted website content.
  • Multiple career pivots (almost joined the army!), but always returned to digital.
  • Current: Runs Breaking B2B, an agency and podcast focused on B2B marketing.

Key Discussion Points & Insights

1. Websites Are Not for You—They’re for Your Customers (00:00, 06:58–09:22)

• Ego vs. Effectiveness
  • Most business owners and marketers design sites for themselves, not their customers.
  • The “ego trap”—focusing on aesthetics, internal achievements, or technical features the business is proud of, instead of what actually matters to clients.
    • Quote: “One of the biggest killers of website performance is ego…The website, in most businesses' case, is not for us. We are not the buyer.” (00:00, 07:22, Sam Dunning)

2. What B2B Clients Actually Want From a Website (10:05–14:21)

• Website Essentials for Conversion:
  • Quick clarity on:
    • What you do / what problem you solve
    • How you’ll help the visitor
    • How to take the next step (“Book a demo”, “Contact sales”)
  • Social proof:
    • Case studies, testimonials, logos, accreditations, review videos
  • Transparent pricing (as much as possible)
  • Easy-to-find answers to common questions (FAQs based on sales calls)
  • Simple, immediate routes to real contact (calendars, forms, tools like Calendly or RevenueHero)
    • Quote: “These are fundamentals, right? When you’re building marketing assets...put yourself in the shoes of your focus clients...grab their attention and then point them to take an action.” (10:05, Sam Dunning)

3. Skipping the Guesswork: The Power of Customer Research (11:35–14:21)

• Sam’s “Golden Nugget” Advice:
  • Before building or revamping your site, conduct 5-10 interviews with:
    • Newly closed clients, or
    • Ideal prospects (if new, offer a small incentive)
  • Ask about:
    • Their pain points before purchase
    • What they look for on vendors’ websites
    • What competitors do better
    • What’s missing on your current site
  • Transcribe and analyze responses—look for patterns, then use findings to write messaging, headlines, content that resonates.
    • Quote: “You’re not designing and building your website on guesswork...you’re building...based on what real potential clients...care about learning, seeing and doing.” (13:50, Sam Dunning)

4. Your Website Is Your Best—and Worst—Salesperson (14:32–15:13)

• Summary Reminder:
  • Your site is either your best or worst salesperson depending on intentionality: design, research, messaging, and marketing.
  • Don’t neglect it, even if your business is heavily referral-based—many of those referrals will visit your site (and may bounce if it’s weak).
  • Quote: “You’re losing leads, losing potential business that you didn’t even know is coming through the door and your competitors are getting a free lunch.” (14:32, Sam Dunning)

Memorable Moments & Quotes

• On Early Website Clients:

  • “Even, however many years ago that was, it’s still insane. Luckily we started doing a few designs and then this guy let us transition it off...he realized that the spec was too crazy.” (03:17, Sam Dunning)

• On Website Design Priorities:

  • “There’s even today the battle that happens with what it looks like versus what it does...how do you approach that?” (06:59, Ryan Alford)

• On Ego in Website Design:

  • “We’re often quite biased, right?...You start using copy and text like on your website: headlines like ‘award-winning’, ‘best in class’, ‘we’ve been in business 100 years’. All this kind of stuff, which we think in theory is going to work, but most of the time...people want to quickly get an idea of what it is you do, how you’re going to help them and how they can take that next step.” (07:22, Sam Dunning)

• On the Importance of Customer Interviews:

  • “From these people, you can get golden nuggets, which is really going to make sure your messaging, your headlines, your content resonate.” (12:45, Sam Dunning)

• On Potential Missed Leads:

  • “You don’t know what you’re missing out on. That’s the scary thing. You don’t know how many people are dropping off if they’re not getting to the bottom of at least the form fill or something like that. Nothing worse than that.” (15:13, Ryan Alford)

Actionable Takeaways

• Start With Customer Perspectives:
  Gather real insights through interviews, not just assumptions.
• Simplify and Clarify:
  Ensure your site quickly communicates what you do and how to take action.
• Show Proof:
  Use real customer results, testimonials, and demonstrations.
• Make Contact Easy:
  Provide direct, low-friction ways for visitors to reach you or schedule time.
• Test and Iterate:
  Use transcripts and customer feedback to refine site content and layout.

Resources & Connections Mentioned

• Sam Dunning:
  • LinkedIn: Sam Dunning
  • Podcast: Breaking B2B
  • Agency: BreakingB2B.com

Key Timestamps

• 00:00 – “Ego” as a website performance killer (Sam Dunning)
• 01:43–05:12 – Sam Dunning’s career story, biggest early mistake
• 06:58–09:22 – Discussion of ego vs. effectiveness in website design
• 10:05–14:21 – What B2B clients need, importance of research, actionable interview advice
• 14:32–15:13 – Closing thoughts: Website as salesperson and risk of missed opportunities

Tone & Style

• Direct, no-nonsense, with plenty of “real talk” and humility about mistakes made (“Let’s not forget that—doing a lot of stupid stuff.”).
• Focused on practical wins, not fluff.
• Encouragement for business leaders and marketers to get out of their own way and build sites for the customer, not their own pride.

For anyone wondering how to finally get their company website firing on all cylinders, this is a must-listen masterclass in customer-centric, conversion-driven web design—without any of the usual jargon or vanity.