Frustration
Person
David, the VP of Sales at Fresh Gear, had two things most brands only dream of:
A product customers raved about — a spray that could instantly eliminate even the toughest odors from hockey gear.
A charismatic live demo that left people stunned as they passed around gear and watched the smell disappear “like magic.”
Problem
But there was a hidden flaw.
Only people who saw the in-person demo truly understood the product’s power.
The website didn’t capture that experience. It lacked clarity, context, and any real persuasion.
You pour your heart out in a live demo, people love it... then they go home, maybe check a link — and move on.
The site featured scattered reviews, unclear messaging, and a generic “Why Choose Us” list touting things like “We accept credit cards” and “Available in 4oz and 8oz.”
None of it reflected the breakthrough product or the emotional “aha” moment of the live demo.
Impact
The disconnect between in-person magic and digital experience meant:
Wasted opportunities: Every visitor not wowed was a potential lost sale.
Zero clarity: Even when the homepage said “odor eliminator,” users didn’t get it.
High bounce rates: No guided path, no urgency, no reinforcement of value.
Distributor interest flatlined: Wholesale partners were buried in a corner of the site.
Fresh Gear was relying on hustle and charisma to make sales — when it should’ve been converting at scale.
✅ Fix
Framework
We used our Story Messaging Playbook — a playbook designed to translate charismatic sales experiences into high-converting web flows.
Actions
Spoke directly to customers to uncover real-world use cases and pain points.
Reframed the brand message with a clear, scientific explanation of how the product works — no fluff, just “wow, that makes sense.”
Created a messaging and brand guide to align tone, visuals, and language across the entire site.
Visually guided users through the odor elimination journey — with our staged professional video, photography, and a step-by-step breakdown.
Segmented traffic into 3 distinct groups (athletes, parents, distributors) with custom CTAs — no more confusion.
Rewrote the homepage headline and subhead to immediately trigger relevant use cases — same user when shown before and after said “Oh, I could use this on my hockey gear” before even scrolling to read that was a use case.
Rebuilt the checkout flow for speed, clarity, and urgency — minimizing friction to boost conversion.
Outcomes
Instant clarity: First impressions shifted from “not sure what this is” to “I need this for my gear.”
Use case recall skyrocketed: Customers recognized their own problems before being told.
Distributors re-engaged: Clear, strategic placement and messaging led to renewed B2B interest.
Consistent brand voice: Every touchpoint now reinforces Fresh Gear’s credibility, innovation, and emotional payoff.
The result? A website that that actually sells like David does — but 24/7.
After
Future
Lesson
A great product and a killer pitch aren’t enough.
If your website doesn’t replicate the sales magic, you’re leaking leads and leaving revenue on the table.
Prescriptions
Start with the “Why”: Ground your messaging in real problems your audience faces.
Guide the user: Don’t just inform — walk them through an emotional transformation.
Don't make it all about yourself: They need to know why you are the best to help them with their transformation. There is a way to position yourself perfectly in their story.
Segment with purpose: One Call-To-Action (CTA) rarely works for three different audiences. Break it down strategically.
Resources
💡 Want to turn your pitch into a 24/7 sales engine?
Let’s map your magic into a web experience that converts.
We can redo your site from a video of your best pitch.
👉 Book a conversion strategy call so we can walk through why your best moments are being seen by people 24/7
As a bonus I can also walk you through the exact “Story Messaging Playbook” I used to help Fresh Gear.
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