I have audited hundreds, if not thousands, of websites in the last ten years, and I see a handful of common problems:

• Acronyms and technical jargon

• No Call-To-Action

• Trying to speak to everyone

• Not focused on client problems

• Talks about your products & services too much

Creating a website that converts requires two types of focus: a narrow audience and the one major problem you solve.

Leaders fall into the trap of thinking if they cast a wide net, they will attract more clients. If you try to speak to everyone, your message will be less effective and not connect with anyone. By marketing to everyone, you reach no one. 

Troubleshooting a non-converting website is a similar process that I use for startups in my {3 x 1 process}.

 Ask yourself one question:

What is the #1 problem we solve for our best client?

Notice, it is ONE problem and ONE client.

 The focus will help clarify your thinking and language. You want to get inside the head of your website visitor, answer their most urgent questions, and begin helping them with their problems right away.

Next, list the benefits of your product and services for this one client. Imagine you are speaking to a single person and not an audience.

• Your Call-to-Action will address a subset of this one problem

• Your language will focus on the benefits of your one product or service

Focus on explaining the benefits to them as simply and jargon-free as possible. Write like you are talking to a fifth grader. This is not the time to showcase your Ph.D. in computer science or neural biology. You are speaking to them in their language, not your own.

The most common pushback I get with this method is, "But we have many services that help a lot of different people. This feels like we are excluding potential customers." 

If your website is not converting now, narrowing your focus on your home page will help you increase conversions immediately.

 Next, create multiple landing pages for different audiences, products, and services. You want to segment the traffic as much as possible to speak to as narrow an audience as possible.

Simplicity and focus are your best allies when creating a website that genuinely converts. Hone in on a narrow audience and pinpoint the most significant problem your offering solves. Remember, it's all about addressing that ONE problem for ONE ideal client. Doing so can clarify your messaging and engage with your audience more effectively.

Until next week!