A Simple Website Review For Sales Success
When’s the last time you really looked at your website through your customers’ eyes? Not just checking for typos or making sure the colors look nice, but really asking yourself: “Is this actually helping my business grow?”
If you’re thinking about this question, you’re already ahead of the game. But stick with me, because what I’m about to share might change how you see your website forever.
The Fresh Paint Problem
Let me tell you something I see all the time. A business owner comes to me frustrated with their website. They’re thinking about a redesign because “it looks outdated” or “everyone else is updating theirs.”
Here’s the thing – that’s like putting fresh paint on a house with a cracked foundation. Sure, it’ll look better, but the real problems? They’re still there, hiding underneath that shiny new coat.
A pretty website that doesn’t have a clear purpose is just an expensive digital business card.
The Million-Dollar Question
Before you spend a dime on updates or rebuilding your site, I want you to answer one simple question:
What do you actually want your website to do?
Seems obvious, right? But you’d be amazed how many business owners I talk to who’ve never really thought about this. They have a website because “you need to have one” – not because it’s actively working to grow their business.
The Truth About Website Redesigns
Want to know why most website redesigns fail to deliver results?
It’s not because of bad design or the wrong colors or outdated technology. It’s because they’re built without a clear goal in mind.
If you don’t know exactly what you want your website to accomplish, how will you know if it’s working?
The Way People Buy Has Changed
Think about the last time you were making a significant purchase. What did you do first?
If you’re like most people, you:
- Researched options online
- Compared different companies
- Read reviews and case studies
- Tried to answer your own questions
All of this before talking to a single salesperson.
This is exactly what your customers are doing right now. And if your website isn’t helping them through this process, guess what? They’re finding someone else’s website that will.
Who’s Actually Visiting Your Website?
Here’s something most businesses miss: Not everyone coming to your site is ready to buy right now. In fact, your website needs to serve three different types of visitors:
- The First-Time Looker -These folks are just discovering your business. They need instant clarity about what you do and who you help. No fancy jargon – just straight talk.
- Your Current Customers – Your customers may not know all you beyond the product or service they have experienced. Making it easy for them to see helps them become referrals and longer-term customers.
- The Ready-to-Buy Visitor – These people are close to making a decision. They need that final reassurance that you’re the right choice.
The Three Website Killers
After reviewing hundreds of business websites, I’ve noticed three mistakes that keep showing up:
- Playing Hide and Seek with Information – If someone has to dig for basic information like pricing or services, they’ll leave. Simple as that.
- The “What Do You Actually Do?” Problem – Your website should instantly tell visitors what you do and why they should care. If they have to figure it out, they won’t stick around.
- The “Now What?” Issue – Every page should make the next step crystal clear. Don’t make people guess what to do next.
Want to Know if Your Website is Working?
Here’s a simple test you can do right now. Open your website in a new tab and pretend you’ve never seen it before. Then ask yourself:
- Do I immediately understand what this company does?
- Can I find pricing and services within 30 seconds?
- Is it obvious what I should do next?
- Would I trust this company based on what I see?
Be honest with your answers. If anything feels unclear or confusing, your customers are feeling it too.
Let’s Make Your Website Work
Remember: A beautiful website that doesn’t serve a clear purpose is just an expensive piece of internet real estate.
But here’s the good news – fixing this doesn’t always mean starting over. Sometimes small, strategic changes can make a huge difference.
Your First Step
Grab a piece of paper (or open a new doc) and write down your answer to this: “The main thing I want my website to do is _______.”
What’s Next?
This is just one way to make your website work harder for your business. Throughout this series, we’re exploring different ways to improve your site—from crafting the right messaging to using video, simplifying navigation, and building trust with FAQs.
But for now, focus on this: What do you want your website to do for your business? The clearer you are on that, the easier it becomes to make the right improvements.