How to Build a Website That Actually Converts With Sam Dunning
Fri Feb 06 2026
In this episode of Right About Now, Ryan Alford welcomes Sam Dunning, founder of Breaking B2B, for a practical conversation about websites, SEO, and why most companies unknowingly lose leads every day.
Sam explains how ego-driven design choices sabotage conversions — from overusing buzzwords to prioritizing aesthetics over buyer clarity. He shares why websites should be treated like full-time salespeople and how even referral-based businesses miss opportunities when their site doesn’t communicate clearly.
The episode explores Sam’s journey from retail into digital marketing, lessons learned from early mistakes, and how he now helps B2B brands create sites that drive real results. Ryan and Sam also discuss customer research, homepage fundamentals, proof-based messaging, and how simple changes can dramatically improve inbound leads.
This is a must-listen for founders, marketers, and operators who want their website to work harder for their business.
Key Takeaways
Websites should be built for buyers, not founders
Proof converts better than polished language
Customer interviews improve messaging fast
Clear next steps drive action
Bad websites lose invisible revenue
📣 Connect with Ryan & Sam
🎙 Right About Now Youtube:
https://www.youtube.com/@RightAboutNowwithRyanAlford
🌐 Ryan Alford:
https://ryanisright.com
Instagram: https://instagram.com/ryanalford
🚀 Sam Dunning / Breaking B2B:
Website: https://breakingb2b.com
LinkedIn: Search “Sam Dunning”
Podcast: Breaking B2B
Subscribe, leave a review, and share this episode with someone rebuilding their website.
Sponsors
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In this episode of Right About Now, Ryan Alford welcomes Sam Dunning, founder of Breaking B2B, for a practical conversation about websites, SEO, and why most companies unknowingly lose leads every day. Sam explains how ego-driven design choices sabotage conversions — from overusing buzzwords to prioritizing aesthetics over buyer clarity. He shares why websites should be treated like full-time salespeople and how even referral-based businesses miss opportunities when their site doesn’t communicate clearly. The episode explores Sam’s journey from retail into digital marketing, lessons learned from early mistakes, and how he now helps B2B brands create sites that drive real results. Ryan and Sam also discuss customer research, homepage fundamentals, proof-based messaging, and how simple changes can dramatically improve inbound leads. This is a must-listen for founders, marketers, and operators who want their website to work harder for their business. Key Takeaways Websites should be built for buyers, not founders Proof converts better than polished language Customer interviews improve messaging fast Clear next steps drive action Bad websites lose invisible revenue 📣 Connect with Ryan & Sam 🎙 Right About Now Youtube: https://www.youtube.com/@RightAboutNowwithRyanAlford 🌐 Ryan Alford: https://ryanisright.com Instagram: https://instagram.com/ryanalford 🚀 Sam Dunning / Breaking B2B: Website: https://breakingb2b.com LinkedIn: Search “Sam Dunning” Podcast: Breaking B2B Subscribe, leave a review, and share this episode with someone rebuilding their website. Sponsors Are you interested in effortlessly growing your bitcoin portfolio? ↳Gemini Crypto – Gemini.com/card