Your Website Has A Problem
Your website has two jobs:
Make you money
Collect leads
If your website isn’t making you money or bringing in leads, it’s not helping your brand.
And the worst part is this: you worked hard (and probably paid a lot) to get people there, through SEO, ads, social, referrals, whatever. Then they land on your site and… nothing happens.
So in this January live training, I broke down the exact step-by-step framework we use at Sean Garner Consulting to build websites that actually convert.
Save this. Steal it. Fix your site.
Step 1: Treat Your Website Like a Digital Storefront
Your website is your online storefront.
Just like a real storefront, it should be obvious:
what you sell
why it matters
what to do next
A lot of small business websites talk about the owner, the story, the team, the mission, the vibes.
Cool. But your customer is thinking:
“Can you fix my problem, yes or no?”
Step 2: The Header Section Is 90% of the Game
Most websites lose the sale in the first 3 seconds.
That’s why the header section is the most important part of your website.
When someone lands on your homepage, your header must instantly answer 3 questions:
1) What do you do?
Do not assume people know.
If you’re a plumber, say plumber.
If you’re a med spa, say med spa.
If you do hormone therapy, say hormone therapy.
2) How does it make my life better?
Nobody buys “IV therapy.”
They buy:
more energy
better recovery
feeling confident
getting their life back
3) What do I do next?
Your call to action must be obvious.
Not “Learn More.”
Not “Contact Us.”
Not “See How We Help.”
Be direct:
Book Now
Schedule a Call
Get Started
Request an Estimate
Where should the call to action go?
Top right corner and center of the header.
That’s the most valuable real estate on your entire site.
And make it consistent.
Do not say:
“Schedule a Call” up top
“Book an Appointment” halfway down
“Request a Consultation” at the bottom
Pick one. Repeat it.
Step 3: Add a Simple “Value Stack”
Right under your header, add 3 quick benefits.
This is not your life story.
It’s a quick “why you” snapshot.
Examples:
Convenient care
Direct access to your provider
Faster service, less hassle
Or:
Lower bills
Prevent breakdowns
Simplify operations
Think: three reasons someone should keep scrolling instead of bouncing.
Step 4: The Stakes Section (Yes, Talk About the Problem)
This is where you remind them what happens if they don’t fix the issue.
Examples:
“A broken door can throw off your whole day.”
“Rising utility bills are eating into your profits.”
“Don’t get left behind because your competitors market better than you.”
Your customer needs to feel seen.
If you describe their pain clearly, they think:
“Okay… these people get it.”
Step 5: Your Value Proposition (List What You Actually Sell)
This section is where you list your services.
But here’s the mistake most people make:
They list features without meaning.
A feature is the thing.
A benefit is what it does for their life.
So instead of:
“Hormone Replacement Therapy”
Try:
“Hormone Therapy to help you feel energized, focused, and like yourself again.”
Also, don’t be vague.
Be clear. Be specific. Be obvious.
Step 6: The Guide Section (This Is Where You Earn Trust)
This is where you finally get to talk about yourself a little.
But not in a “look how amazing we are” way.
You position yourself as the guide.
And guides need two things:
Empathy
“Just like you, we’ve worked with people dealing with this exact problem.”
Authority
Proof you can actually solve it:
Google reviews
testimonials
case studies
video testimonials
specific results
Because if you don’t show your proof, your competitor will.
And your customer will choose the one who feels safer.
Step 7: Packages and Pricing (Even If You Don’t Show Prices)
Not every business should list prices.
But most businesses should show how things are packaged.
Especially if you offer:
memberships
bundles
tiers
service plans
It helps the customer “get it.”
They start to understand what working with you looks like.
Step 8: The 3-Step Plan Section (The Secret Conversion Weapon)
This is one of the most ignored sections, and it instantly boosts conversions.
Your customer is standing on one side of a scary river.
Your solution is on the other side.
The 3-step plan is the bridge.
It should be stupid simple:
Example:
Schedule service
Get an assessment
Enjoy peace of mind
Or:
Book your call
Get your plan
Dominate your market
If your process sounds like a NASA manual, you’re losing people.
Simple sells.
Step 9: The “Explanatory Paragraph” (For Google and the Overthinkers)
Most people skim.
But two “people” actually read everything:
Google
The customer who needs to feel fully informed before buying
So you need a section where you explain things deeper.
But do not dump a massive wall of text.
Options:
“Read more” expanders
accordion sections
broken-up text blocks with headings
Keep it clean. Keep it readable.
Because yes, people judge your business based on your website.
Step 10: Add a Lead Generator (If You Want Leads)
This part is going to sting a little:
If your website only has one option (buy now), then you’re missing leads from everyone who isn’t ready yet.
You need a lead magnet.
A lead generator must do 3 things:
Clear, catchy title
Positions you as the expert
Gives a quick win (first step of the solution)
Examples:
checklist
quick guide
quiz
mini course
audit offer
email series
And here’s the key line from the training:
The secret isn’t the free thing. The secret is the follow-up.
But you can’t follow up if you never captured the lead.
Bonus Sections That Work Really Well
These are optional, but powerful.
Chat widget or chatbot
easier than contact forms
captures name, email, phone
can answer questions and push people toward booking
Service area map section (local businesses)
shows customers you serve their area
sends location signals to Google
supports your local SEO strategy
Video section
Not a documentary.
A simple “sales” style video:
the problem you solve
how you solve it
why they should trust you
what to do next
Events section (if it fits)
Great for churches, nonprofits, speakers, local outreach.
Content section (podcast or blog)
If you have a podcast or solid content, show it off.
It builds authority fast.
The Footer: Where Everything Else Goes
Your header should stay clean.
Your footer is where you dump the extra links:
social links
careers
resources
service areas
supporting pages
If you want us to audit your website and show you exactly what to fix:
Go to seangarner.co and click Schedule a Call.
It’s not a sales rep.
It’s with Sean personally.
You’ll get a full website and SEO audit, plus the clearest next steps to turn your website into a lead machine.
Because you’re not called to be average.
You’re called to dominate.
(And no, that doesn’t mean “crush competitors.” It means do your work with excellence and serve people at a high level.)
Want More Trainings Like This?
We do these every month.
And we also drop weekly episodes on the Marketing Domination Podcast with the same simple, no-fluff strategy to help local businesses grow.
