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How a B2B Website Made an Emotional Connection With Customers -- And Saw Conversions Soar A small-business consultant finds success online by embracing her website's limits and tweaking her message.

By Jennifer Wang

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About Face

After assisting more than 10,000 small businesses since 2005, Carissa Reiniger, founder of New York City's Silver Lining, thought she had her sales pitch down. Her Silver Lining Action Plan (SLAP) is a 12-month program that lays out a step-by-step plan to success--think of it as a board of directors for hire.

But the October 2011 launch of the software-as-a-service version of SLAP proved her wrong. Her conversion rates were almost zero, in part because the $99 per month service was too complex to explain effectively on a website. "I was used to having half an hour over coffee to convince someone to try us out," Reiniger says. "But on the website, I had a minute or less."

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