Website Strategy
Why most business websitesfail to convert.
Most websites under-convert for the same reason: they describe what the business does instead of selling why it should be chosen. Here's what's actually breaking and how to fix it.
The five-second test most sites fail
Within five seconds, a visitor should know who the site is for, what you do, and why they should care. Most sites give a hero photo, a tagline, and a service grid. None of that answers the question.
What actually causes the leak
- Hero copy describes the business instead of the buyer's problem
- Proof is buried at the bottom or on a separate page
- Multiple CTAs compete without intent ranking
- Mobile experience is treated as an afterthought
- No analytics, so no one knows where the leak even is
What to do about it
Start with positioning, not design. Rewrite the hero around the buyer's situation. Move proof to where doubt forms. Pick one primary CTA per page. Install analytics so the next decision is informed.