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How to Turn SEO and PPC Traffic Into More Booked Sales Meetings
18 Aug 2026
· by Peter Grillet
I spoke with Riccardo Montis, founder of London growth marketing agency Dealshake, about what actually helps SEO and PPC traffic turn into sales meetings. His advice was refreshingly practical: keep the page focused, show proof, make the booking step obvious, and remove unnecessary friction between interest and a booked discovery call.
Getting traffic is not the same as getting sales meetings.
A founder can spend months creating SEO content or thousands on paid ads, get the right people onto the website, and still lose the opportunity because the next step is weak. The page tries to say too much. The proof is vague. The call to action is buried. The booking form asks too many questions. The prospect has enough interest to speak to someone, but not enough patience to work out what to do next.
Riccardo is a growth marketing consultant who has worked across SaaS, marketplaces, paid ads, SEO, AEO, and GEO. Dealshake positions itself around performance marketing for scaling startups, including PPC, SEO and generative engine optimisation, ad creatives, and ad landing pages. He has managed millions in ad spend, built full-funnel campaigns, and now runs events for AI-native marketers in London.
Riccardo Montis - LinkedIn
The conversation was useful because his advice was not complicated. It was the kind of advice people skip because they are busy chasing the next channel, campaign, or tool.
If you want SEO and PPC to generate more sales meetings, the page and the booking step need to work together.
Start with one page, one topic, one action
Riccardo's first point was simple: highly optimised landing pages matter.
That does not mean every page needs clever animations, ten sections, and a full brand story. It usually means the opposite. The page should stay focused on one topic and one buyer intent.
If someone searches for a specific service, clicks a paid ad, or lands on a page from an AI answer, they should immediately feel they are in the right place. A page about SaaS SEO should not drift into every marketing service the agency provides. A PPC landing page for a marketplace should not make the visitor decode the whole company. A discovery-call page should not make people hunt for the meeting link.
The more focused the page is, the easier the decision becomes:
Is this about the problem I have?
Do I trust this company enough to keep reading?
Is there a clear reason to book a call?
Can I book without friction?
That is the path. Traffic only turns into meetings when the page helps the visitor move through those questions quickly.
Proof needs to be close to the booking decision
One of Riccardo's strongest recommendations was to use proof properly.
Dealshake Client Results
That means video testimonials, visible KPIs, and specific results. Not a vague line saying you help companies grow. Not a wall of logos with no context. Proof should answer the question the visitor is already asking: "Can these people actually help someone like me?"
Dealshake's own website does this clearly. Their homepage references work with marketplaces and shows specific client results, while their ad landing page service page talks about improving conversion without overloading internal teams. That is the right instinct. If the visitor is evaluating whether to book a consultation, proof should be near the moment of decision.
For most small teams, this does not need to be elaborate. You can start with:
One short video testimonial.
Two or three concrete client outcomes.
A short explanation of who the result was for.
A direct booking button near the proof.
The key is not to make the page louder. It is to make the decision easier.
The booking button should go straight to the meeting
If the goal of the page is to generate discovery calls, the button should say so.
Riccardo's advice here was direct: use a "book a free consultation" button and send people straight to the booking page. If someone has read the page, seen the proof, and decided they want to speak to you, do not make them complete a generic contact form and wait for a reply.
This is where a lot of otherwise good landing pages leak meetings.
The visitor clicks "contact us" and lands on a broad enquiry form. Or the button opens an email draft. Or the form asks for too much information before the person can see availability. Or the page has several CTAs competing for attention.
A high-intent landing page should make the next step obvious. If the next step is a sales call, consultation, demo, audit, or discovery meeting, let the person book it while they are interested.
This is especially important for paid traffic. If you are paying for the click, you should not make the prospect wait for manual follow-up before they can choose a time.
Use an embeddable booking system when the page is doing the selling
One practical option is to embed the booking flow directly into the page.
An embeddable booking system works well when the visitor has already received enough context from the page and you want to keep them in the same conversion path. They read the offer, see the proof, decide the call is worth booking, and choose a time without being sent somewhere that feels disconnected.
You can also use a button that links to a dedicated booking page. That can work perfectly well, especially if you want a cleaner page design or you are testing quickly. The important point is that the booking step should feel like part of the same funnel, not an afterthought bolted onto the end.
If you are using calendr.so, you can add booking pages to your website and connect them to real calendar availability. That means the visitor can move from interest to a confirmed meeting without waiting for someone on your team to manually coordinate a time.
Keep the booking form short
Riccardo was also clear on this: keep the booking page simple.
This is where marketing teams often overcorrect. They want to qualify every lead before the call, so they add a long form. Then the person who was willing to book starts thinking, "I'll do this later."
For a first version, ask for the minimum information needed to make the call useful. That might be name, email, company, website, and one short question about what they want to discuss.
Once the page is converting and you have enough volume, you can add one or two qualifying questions. For example:
What are you hoping to improve?
Which channel are you focused on?
How soon are you looking to make a decision?
How many seats, users, clients, or locations are involved?
Booking forms are useful when the answer changes how the call should be prepared or routed. They are not there to satisfy internal curiosity. Every extra question should earn its place.
Match the booking flow to the sales team behind it
The landing page is only one part of sales team appointment scheduling.
If one founder takes every discovery call, the setup can be simple. One page, one booking link, one calendar. But once the team grows, the booking flow needs more thought.
Round Robin
For example:
If several reps can handle the same discovery call, use round robin scheduling so meetings do not all default to one person.
If larger opportunities need a founder or specialist on the call, use multi-host booking so the prospect only sees times when the required people are available.
If different landing pages target different services, create different event types so the calendar invite makes the meeting purpose clear.
If prospects come from SEO, PPC, LinkedIn, or partner campaigns, use booking reports and attribution where available so you can see which sources are creating meetings.
This is where a basic booking system starts to become a sales process tool. The question is not only whether someone can book a time. The question is whether the right person gets the right meeting with the right context.
Google Calendar integration matters because availability must be trusted
A booking flow only works if the team trusts the availability being shown.
If the booking system does not respect the calendar people actually use, the whole process falls apart. Reps get double-booked. Founders stop sharing their link. Someone starts manually checking every appointment again, which defeats the point.
For a small business or growing sales team, a good web-based booking software setup should connect to the calendars your team already relies on. calendr.so supports calendar connection with Google and Microsoft calendars, including multiple connected calendars so real availability can be protected.
That detail matters more than it sounds. When availability is trusted, the team is more likely to use the booking flow consistently. When the team uses it consistently, the landing page has a better chance of turning interest into actual meetings.
Test quickly, but test the whole path
Riccardo's final practical point was to keep things simple and test quickly.
That does not mean changing random page elements every day. It means testing the full path from traffic source to booked meeting.
For an SEO page, ask:
Does the page answer one clear search intent?
Is the proof relevant to that visitor?
Is the booking CTA visible before the reader loses interest?
Does the booking page ask only what is needed?
Can the team see whether the page is producing meetings?
For a PPC landing page, ask:
Does the page match the ad promise?
Is there one main action?
Are the testimonials and results close to the CTA?
Can the visitor book immediately?
Can you compare bookings, cancellations, and reschedules from that campaign?
This is also where booking reports help. It is not enough to know that a page received traffic. If the goal is meetings, you need to understand what was booked, which event types are converting, which team members are receiving those meetings, and where cancellations or reschedules are showing up.
The booking step is part of the marketing funnel
The biggest takeaway from my conversation with Riccardo is that conversion does not stop at the landing page button.
If you want SEO and PPC to generate sales meetings, you need to think about the page, proof, CTA, booking flow, calendar connection, form questions, routing, and reporting as one path.
That does not mean making the process complicated. In most cases, the first version should be very simple: one focused page, a few pieces of proof, a direct consultation booking button, a short booking form, and a calendar-connected booking page that sends the lead to the right person.
Once that is working, you can improve the routing, add qualifying questions, test embedded booking, review booking reports, and build separate pages for separate buyer intents.
The mistake is treating the booking system as admin. For teams trying to get more sales meetings from online marketing, the booking system is part of the conversion path.
Works with your existing calendar
Turn website interest into booked meetings
Use calendr.so to add booking pages to your website, collect the right details before the call, connect your Google or Microsoft calendar, and route sales meetings to the right people as your team grows.
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Built for teams that need more than a booking link
calendr helps customer-facing teams move faster with team-first scheduling, multi-host bookings, and smarter availability controls.
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