In a recent LinkedIn post, Shannon Smith, J.D., M.S. addresses a critical, yet often overlooked, aspect of the customer journey: what happens *after* a potential customer clicks through to a website. Smith, J.D., M.S. argues that many businesses invest heavily in driving traffic but fail to convert those visitors, essentially losing sales on their own digital doorstep.
The core of Smith, J.D., M.S.’s argument is that most websites place an undue burden on the visitor. Instead of a seamless experience, the user is often tasked with significant cognitive effort. As Smith, J.D., M.S. puts it:
“Most websites make the visitor do all the work. Figure out what you do. Decide if it’s relevant. Search for answers. Overcome their own objections. Find the right CTA. Convince themselves to take the next step.”
This, according to Shannon Smith, J.D., M.S., creates significant cognitive load. When a potential customer’s brain has to work too hard to make a decision, the easier path is often to disengage entirely.
The Cognitive Load Problem
Smith, J.D., M.S. highlights the concept of cognitive load as a major conversion killer. In essence, if a website demands too much mental energy from a visitor, they are more likely to abandon the site out of frustration or overwhelm. This means that the initial investment in advertising or SEO to get the click is wasted if the website experience is taxing.
Shannon Smith, J.D., M.S. elaborates on this by explaining the consequences:
“And when the brain has to work too hard to make a decision? It becomes much easier to leave.”
This observation underscores the importance of user experience (UX) design, not just from an aesthetic perspective, but from a functional one that prioritizes clarity and ease of navigation to guide users towards a desired action.
Introducing a Solution: hey.sale
To combat this issue, Shannon Smith, J.D., M.S. introduces hey.sale, a tool designed to act as a 24/7 salesperson on a website. According to Smith, J.D., M.S., the platform is built upon principles of neuroscience, psychology, and sales.
Key Functions of hey.sale
Smith, J.D., M.S. outlines several key functions that hey.sale aims to provide:
- Answering visitor questions in real-time.
- Understanding specific visitor needs.
- Reducing visitor uncertainty.
- Guiding visitors toward the appropriate next step.
- Capturing leads before they leave the site.
The goal, as articulated by Shannon Smith, J.D., M.S., is to streamline the decision-making process for the visitor, thereby increasing the likelihood of conversion.
An Incentive for Adoption
In an effort to encourage adoption and demonstrate the value of hey.sale, Smith, J.D., M.S. is offering a special incentive. For the first 50 users who install hey.sale on their website and keep it for one week, Shannon Smith, J.D., M.S. will personally review their LinkedIn profile and one LinkedIn post, providing direct feedback to enhance their effectiveness in driving business.
This offer, which Smith, J.D., M.S. notes is time-limited and exclusive, creates a symbiotic relationship: users improve their website’s conversion rates with hey.sale, and in return, receive expert guidance to boost their LinkedIn presence.
“You improve what happens when prospects land on your website. I’ll help improve what happens when prospects land on your LinkedIn.”
This initiative by Shannon Smith, J.D., M.S. aims to help businesses not only fix their website conversion issues but also leverage another crucial platform for lead generation and client acquisition.
📝 About This Content
This article is based on insights shared by Shannon Smith, J.D., M.S. on LinkedIn.
📅 Originally posted on September 13, 2026 | View original post on LinkedIn →