Nice comic, but i don't believe a website is the most important part of the conversion.
At least for the first users, you should convert them yourself, making them want to buy/use your product even before they visit your website. This way you have face-to-face conversation and feedback. This way you will learn about strategies to sell that work. This way you don't go nuts on AB tests e SEO optimization when you only hundreds of random visitors.
Good point, though I don't see why you can't do both.
Very early on, of course the single most important thing is talking to users. You may not even have a website at that point. But once you're past that -- even at the point of getting dozens of somewhat target users per day -- why not leverage the site to convert while you sleep or while you do more one-on-one outreach?
Sure, you should have both. But I think the myth of "convert while you sleep" is dangerous. Your site should be just a communication support, exactly the same function of your business card. It must make you look professional and trustable. But only that (at the very beginning).
Only after you know, from personal experience and buying customers, what specifically make you sell more, then you go on thinking about leverage your website.
In my experience, in-person meetings are by far the most effective way of getting your first customers. Video calls with screen sharing (for demos) are the next best thing.
As said by simonw, in-person meeting. That sure would involve email, cold calling and even your website (but as a business card, as I said before).
Define which Small Business is your target, select a few, try to get a meeting with the owners. That shouldn't be hard, after all SMB owners are used to sales meetings (they are not used to decide an important buy only through internet).
After a few (10..20..40?) you will know a lot more about your business.
