Why Websites Fail to Convert
You’ve seen them–beautiful, sleek websites that capture the spotlight. They rake in thousands of views, become the talk of Hacker News, and bask in a moment of viral fame. And yet, despite the onslaught of traffic, their conversion rates fail to reach escape velocity.
Have you ever seen a founder wrestle with this problem? After months of failed attempts to boost conversions, their spark starts to dim. And what began as a blazing rocket soaring through the sky slowly returns to Earth, leaving nothing behind but a burnt-out crater.
Why do so many sleek, attention-grabbing websites fail to convert? Aside from a bad offer, the number one reason is selfish marketing. So many founders focus on product over prospect. They publish websites that sing praises of their tech, all without ever talking about the real needs and desires of their prospects. The result? Impressive websites that fail to engage or persuade.
Selfish Marketing is Killing Your Conversion
Your website’s job is to convert prospects into leads or customers. But when the focus is on your product, your prospect feels like a third wheel. They’ll soon check out, and you’d be lucky if they came back. Selfish marketing results in your website becoming a leaky bucket–unable to capture any leads or customers.
The key to increasing conversions begins with understanding your prospect. Yet, this step is often glossed over. Some founders say they only need to do a little customer research because they are the ideal customer. This leaves them with only a superficial understanding of their prospects, which leads to more selfish marketing.
Is Your Website Self-Absorbed?
When websites fail to connect with prospects, it’s often because the copy talks at them—like being on a first date with someone who won’t stop talking about how awesome they are. The copy is filled with jargon and boasts about a “revolutionary” new way to do something.
However, compelling copy doesn’t just showcase your product. It positions the product as a means to achieve a desire. It answers every prospect’s critical question, “What’s in it for me?” Without this, even the most beautifully designed website can struggle to capture interest and turn it into action.
In other words, your website’s a 10, but it won’t stop talking about itself. It’s self-absorbed, lacking any form of empathy. That’s how most websites are. They lack individuality. They all blend in, going on and on about themselves.
So how do we fix it?
The first step is to recognize that your website might be coming off as self-absorbed. The next step is essential: flip the script. Begin by showing you understand the prospect, making them feel heard and valued right from the start.
Start with the Prospect
It’s not that websites talking about themselves is terrible–it’s just that they shouldn’t start there.
”With Widget’s ABC feature, you can do XYZ.”
The spirit of this seemingly harmless sentence comes from the underworld, a place where conversions are tortured day and night. And it permeates most websites today.
You need to flip the script. Start with your prospect, make them feel heard and understood first, and then talk to them about your offer–not the other way around.
Find out how to make your prospect feel heard, and lead with that.
Conversion and Empathy are Connected
When you empathize with your prospects and genuinely care about helping them overcome their obstacles, you can’t help but write compelling copy. It’s easier to reach prospects because you understand them, like a good friend.
Your website’s copy should have them nodding in agreement the entire time. If you do this right, they’ll see your offer as packing so much value that taking you up on it is a no-brainer.
If the timing’s right, they’ll be eager to buy—not because of how sleek your website is or because you added that one missing feature. But because your website resonated with them, it made them feel heard and understood.
That is why websites fail to convert: they fail to make us feel heard and understood. After all, isn’t that what so many of us are after?