The #1 Mistake Most Businesses Make On Their Website that’s costing them both leads and customers!

Capturing the attention of your website visitors has never been more challenging than it is today.

Think about it…

Everything is instant. Instant messaging, instant results, instant gratification.

You’ve got about 8 seconds to capture the attention of your website visitors or they are off searching the next thing that grabs their interest.

That means your site needs to be:

  • Easy to navigate (desktop, tablet, and mobile friendly)
  • Visually engaging (designed with the user in mind)
  • Built to convert (both for leads AND buying customers)
  • And optimized (to be found)

Achieving these things requires that you focus on the areas of your website that will make the most impact (and by impact I mean, capture leads and convert leads into buying customers).

So, here’s the deal…

When a visitor lands on your website they want the answer to 3 simple questions:

  • What do you sell?
  • How will it make my life better?
  • What do I need to do to buy it?

You might be thinking that to accomplish answering these 3 questions would require 3 or more pages on your website, when in reality you can accomplish this in a 1920 x 600 pixel area on your site (can you tell I’m a designer? :)

Here’s how you do it…

Utilize the space on the homepage of your site (above the fold) to share:

  • Your “impact statement”
  • A “statement of benefit”
  • And a call-to-action (CTA)

Let me explain…

First of all, “above the fold” is the area on your website that is visible without scrolling down the page.

An “impact statement” is one crystal clear sentence that states what you sell / offer / or do for your customers.

Remember, you’ve only got 8 seconds to capture the attention of your visitor. If your impact statement isn’t clear and requires that your visitor has to think about what you do they will leave your site.

Think about it…

A confused mind does not take action.

PERFECT EXAMPLE: Ever stand in the toothpaste aisle at the store?


A “statement of benefit” is 1 crystal clear sentence that states how your customers benefit from using your product or service.

Basically, they are tuned into the WIIFM station all the time (WIIFM – what’s-in-it-for-me?).

And they should be!

Lastly, your “call-to-action” should tell your visitors exactly what action they need to take to buy your product or service.

Check out how Trello easily answers the 3 questions their visitors what to know:

  • What do you sell?
  • How will it make my life better?
  • What do I need to do to buy it?

Trello’s “impact statement” is simple and clear:

“Trello’s boards, lists, and cards enable you to organize and prioritize your projects in a fun, flexible and rewarding way”.

Got it.

WIIFM Trello?

“Trello lets you work more collaboratively and get more done”

Who doesn’t want to get more done – right?

A perfect “statement of benefit”…

How do I get started with you Trello?

“Sign Up – It’s Free.”

Well, that was easy!

Now, I’d like to share with you an example of a site that is quite confusing. You tell me if you agree!

Impact Statement:

“The new standard in online payments”


Statement of Benefit:

“Stripe is the best software platform for running an internet business. We handle billions of dollars every year for forward-thinking businesses around the world.”

Um, good for you Stripe…but, WIIFM?

How do I get started?

“Explore the Stack” or “Create Account”

Explore what stack? I’m confused…

I’m outta here!

I’ve just shared with you a perfect example of a site that is clear on what they do, how they help their customers, and what action their visitors need to take to buy their product or service.

Here’s what I’d like you to do now…

Actually, there’s 2 things I’d like you to do :)

First, download my Do-It-Yourself Website Audit Checklist

Then, head on over to your website and perform your website audit. I’d also love to hear what you came up with!

About The Author


I’m on a mission to help small businesses succeed. For years, big companies have dominated the marketing arena because they had more money and resources. But now the playing field is level and small business owners can compete...I coach Small Business Owners on Marketing to help them succeed.