Here’s What to Fix (and what to remove)
If you’re asking yourself “Why isn’t my website bringing in leads?” or “How do I know if my message is clear?”, I’ve got some recommendations on how to fix that. See, many smart and capable business owners have great services, but sadly have underperforming websites. Not because their work isn’t good, but because their message is doing them no favours. The good news? You don’t need a full redesign, a new logo, or another shiny tool. You need clarity.
Let’s break down what’s most often going wrong and how to fix it.
1. Your Website is Talking At People, Not To Them
Too many websites read like a resume or a long winded monologue. It’s all “we” and no “you.” This is what I call ego-centric content. It lists credentials and certifications, years in business and how passionate you are… but your audience doesn’t see themselves anywhere in your story. If they can’t picture how you can help them solve a problem – they bounce.
The Fix: Reframe your copy around your client’s problem, not your credentials.
Chiropractor Example
Before: Our clinic offers chiropractic, massage, and corrective therapies.
After: Waking up stiff, sore, or in pain and tired of quick fixes that don’t last? We help busy professionals move better and feel better, without living on pain meds.
Landscaper Example
Before: We provide residential and commercial landscaping services.
After: Embarrassed by your yard or overwhelmed by the upkeep? We design and maintain outdoor spaces that make your home feel finished without eating up your weekends.
👉 Notice the shift? Same service. Completely different experience.
2. Your Message Isn’t Instantly Clear
Your homepage has about 3 seconds to make sense. If I land on your site and have to decode what you do, who it’s for or why it matters, I’m gone. I can’t tell you how many websites I’ve seen where I can’t distinguish if it’s a church or some sort of self-help meditation guide. Mystery is great for novels. Not for conversion.
The Fix: Add a crystal-clear headline that answers three things fast:
What do you offer? Who is it for? Why does it matter?
Clear Headline Examples
Therapist: Trauma‑Informed Therapy for Women Ready to Feel Like Themselves Again.
Chiropractor: Pain‑Relief Chiropractic Care for Desk‑Bound Professionals Who Refuse to Slow Down.
If someone can’t explain what you do after reading your headline once your message is the problem.
3. Your Offer Lacks Curiosity or Relevance
An offer lacks curiosity when it’s presented out of context. By the time someone reaches your call to action, they should already be thinking:
- This sounds like me.
- This feels relevant to where I am right now.
- I want to know more.
What is really going on is the copy leading up to the CTA isn’t doing it’s job. Your offer hasn’t been grounded clearly enough in who it’s for and why it matters right now. In other words: relevance comes before curiosity. This is especially true early in the buyer’s journey, when your visitor is still problem-aware, not solution-ready.
The Fix: Keep your primary CTA consistent (this avoids decision fatigue).
But make sure the language before the CTA:
- Clearly calls out your ideal client
- Names the specific problem they’re wrestling with
- Signals that you understand their context, not just your solution
When that groundwork is done, the CTA doesn’t need to work hard.
If your one and only CTA is “Book a Call,” and it sits at the top, that might be too much too soon. People need a reason to trust you first.
Better CTA Examples of What This Looks Like
Therapist Example:
Instead of leading with credentials or modalities, the page speaks to high-functioning professionals who feel emotionally exhausted but keep pushing anyway.
By the time they see “Book a Session”, it already feels relevant because the page has been talking to them the whole time.
Landscaper Example:
Rather than listing services, the copy speaks to homeowners who feel embarrassed by their outdoor space or overwhelmed by upkeep.
When they reach “Request a Quote”, curiosity has already been established.
The takeaway: An offer doesn’t create curiosity on its own.
Curiosity is created when your ideal client recognizes themselves in the message before the ask.
4. No Trust-Building Signals
Even when your message is clear, your visitor is still asking: “Can I trust you?” And if your site doesn’t answer that question, even subtly, they hesitate.
The Fix: Add testimonials, client results, trust badges, or recognizable logos. Bonus points for storytelling that shows how you helped someone just like them.
Example: “After working with Nicole, I booked 3 new clients within two weeks of updating my homepage copy.”
What to Ask ChatGPT If You’re Stuck
Staring at your own website copy too long can blur everything. If you’re using AI to help, try asking it:
- “What should I change on my homepage if I’m not getting leads?”
- “Rewrite my About page to sound more confident and human, while pulling out how my work helps my clients.”
- “What are better CTAs than ‘Book a Call’?”
If the answers still feel vague or almost right, that’s usually the signal that strategy is missing. Your website doesn’t need to scream “pick me”. It needs to clearly say:
“I see your problem. I know how to fix it. And here’s what happens when you work with me.”
Sometimes the difference between a nice website and a converting one is a translator. That’s what I do at SmartCat Marketing: turn your expertise into clear, confident messaging that makes choosing you feel obvious.
You don’t have to overhaul your entire website to get better results.
Often, one shift in messaging – one clearer headline, one better offer, one stronger trust signal – is enough to change how people respond.
Ready for clarity? Book a Messaging Audit or Download the Expert Positioning Playbook
