Brochure versus interface
A brochure site has the same job a printed brochure had in 2005: communicate position, credibility, and contact info. An interface has a different job: capture intent in motion, qualify before a human reads it, route to the right owner, and feed the next conversation with context.
You can tell which one you have by checking what happens between a visitor landing and a meeting being booked. If a contact form sits in a Gmail inbox waiting for someone to triage it, you have a brochure. If the qualifier fires, the CRM creates a contact, a Slack channel gets the context, and the owner has three calendar slots offered before they reply, you have an interface.
Embedded conversation as primary surface
The single highest-leverage change is an embedded chatbot or voice agent on every page that matters. Not a chat widget that auto-pops and asks "How can I help" — a real qualifier, two questions, intent captured, calendar offered. Done in 60 seconds.
Real-time CRM bridge
Every meaningful event on the site writes to the CRM in real time. Page-depth events for high-intent pages (pricing, scope of work, case studies). Form submissions parsed and tagged. Embedded chatbot conversations stored as contact notes. The CRM becomes the read-only view the sales team trusts.