Fancy websites that don't work

Hey there!

I used to obsess over having the perfect website… clever copy, slick branding, a full menu of services.

But the more polished it got, the less it worked.

This week, I was reminded about the role a website actually plays in your business’ growth and overall success.

So in this issue, we’re breaking down what your website actually needs to do, why your offer comes first, and 3 simple edits to make your site convert more of the right people.

Let’s get into it.

Earlier this week, a client DM’d me:

“Jay! I just had a call with a friend of mine.
Her offer is a complete mess. You have to help her.”

I replied, “Why, what’s up?”

She replied with the friend’s website.

I opened the link, spent 10 seconds, and replied back with, “Oh. Yeah. Lots of help required.”

Before I dig in, I should preface — I honestly don’t care much about websites. Not these days, anyway. They’re way down on my priority list.

Which is why I still don’t have a proper one for my own business.

But all bets are off once a website screws up its one job — to create a simple, inviting front door to your offer.

And in this person’s case, their front door was more like walking into a timeshare presentation by accident.

Every sentence was “we.” Every paragraph was a monument to the team’s brilliance.

The services page looked like it was built for a procurement audit, not a human being in need of help.

Thing is, nobody is looking at your website trying to figure out how you help. They’re showing up mid-crisis.

They’re wondering: “Do you get what I’m dealing with?” and “Can you make it go away?”

But when I first met with this future client, they thought we’d work on developing more services and tuning the site.

But when you can’t easily explain what you do or why someone should care... it’s not your site that needs work, but your offer.

Your website isn’t the business, it’s the front door

Your website is one of many tools you’ll use to attract and convert right-fit clients.

It’s job is to make it easy for the right person to say, “Yes! This is exactly what I’ve been looking for.”

That means your website isn’t the star. Your offer is.

The site just clears the path to it.

Done right, your site makes the visitor feel:

• Seen

• Safe

• Curious enough to take one step closer

Done wrong, it makes them feel like they’ve walked into a conference booth where someone’s about to pitch them on “innovation.”

So let’s fix it.

3 simple edits to turn your site into a sales asset