Take a look at your website and ask yourself what it’s doing. Is it dutifully channeling leads towards conversion? Or does it look more like a directory or menu, showing what you have to offer?  If it is the former, then you’re in a good place. If it’s the latter, you’re in trouble.  We have this notion that websites should be a kind of digital storefront where we showcase everything that we have to sell. After all, what is the difference between selling online and in-person? There is none, right?  That analogy is only partly true. While it is correct that selling happens through both channels, the medium is different. And that’s the crucial element. There are different factors in play.  Selling online should be all about creating funnels. That is, capturing consumers at different stages in the buying cycle and then directing them according to their current situation.  Some visitors to your website will never have heard about your…