Your Website Isn’t Working Because Your Message Isn’t Clear
You have a website, but it’s just not doing much for you. Either people seem confused about what you offer, or you’re just not getting any inquiries at all. You start to wonder:
Do I need a redesign? A better logo? More social media?
Before you spin out, let me gently offer a truth I’ve seen again and again:
It’s (probably) not your website’s design. It’s your message.
And that’s good news, because your message is fixable. You could spend thousands on an SEO strategy, or you could invest in hiring a social media marketer, but until you have your message locked in — until you know who you’re communicating with and you understand how to meet them where they’re at — you’re wasting both time and money.
The most common mistake on website home pages
Have you ever landed on a website that read less like something aimed at your business and more like the website owner’s résumé? My guess is that you left the website without making any connections or taking any action. You didn’t subscribe to a mailing list, let alone reach out to the website owner, order a service, or buy something.
There’s a reason for that. The website owner was talking about what they do rather than about what you need.
It’s natural to want to tell people what you do.
“I make handmade soaps.”
“I’m a certified life coach.”
“I offer organizing services for homes and offices.”
All of that might be true—but most visitors aren’t looking for your job title. They’re looking for something more personal. A solution to a problem. A spark of recognition. A feeling that you get it.
They want to know:
Can you help me feel less overwhelmed?
Will this product make my daily routine easier—or a little more joyful?
Do I trust this person enough to reach out?
When your website speaks to them—their needs, their struggles, their hopes—you’re not just sharing what you do. You’re inviting them into a conversation. And that’s where the real connection (and conversion) begins.
Let your homepage (or any entry point) start by showing your visitor that you see them.
That doesn’t mean you shouldn’t share your background, your values, or the nitty-gritty of what you offer. You absolutely can—and should. But save that for the About page, the Services section, or a thoughtful blog post. Let your homepage (or any entry point) start by showing your visitor that you see them. Then, once they feel understood, they’ll be much more interested in learning about you.
Reframing your message around your customer
Instead of leading with your tools or credentials, lead with empathy.
Here’s a quick shift to try:
❌ “I’m a certified nutritional therapy practitioner.”
✅ “Struggling with low energy or brain fog? Learn to eat in a way that supports better focus, digestion, and overall health — without rigid rules or guilt.”
See the difference? One talks about the business. The other talks to the person who needs it.
Ask yourself:
What are my clients going through when they look for someone like me?
What are they struggling with?
What kind of relief, clarity, or transformation do they want?
When your message speaks directly to those needs, people feel seen — and they’re more likely to reach out.
Three simple ways to clarify your website message
Let’s ground this in action. Here are three things you can do today to make your website work harder — and more kindly — for you.
1. Start with a customer-centered headline
This one sentence should say who it’s for, what it helps with, and the result they can expect. Make it conversational. Make it real. Skip the fluff.
❌ “Welcome to My Coaching Practice.”
✅ “Feeling stuck in your career or unsure what’s next? Let’s find your next chapter — together.”
2. Speak their language, not industry terms
You might know your work inside and out, but your future clients don’t. If you use specialized terms, explain them. Or better yet, swap them for plain language.
❌ “I use the ABC Method of Spatial Alignment to transform environments.”
✅ “I help you declutter and organize your home in a way that feels calm and doable.”
You can always add a “How It Works” section later. But your homepage should feel like a warm, easy conversation, not a textbook.
3. Show proof that you understand and can help
People want to know two things:
Can this person help someone like me?
Have they helped others before?
Even one or two short testimonials can go a long way here. Something like:
“I’d been putting off organizing my office for years. After one session, I could finally think straight again and I actually enjoy being in the space now.” – A.S., Tacoma
Don’t have testimonials yet? Tell a short story about someone you helped. (An anonymous case study is fine.) Focus on what they were dealing with before, and how things changed afterward.
You don’t need a fancy website; you need a clear message
If your site isn’t bringing in the kind of interest you hoped for, don’t panic. You probably don’t need more bells and whistles.
You need a simple message that helps your ideal client see themselves on the page. One that says:
“I see you. I can help. Here’s how.”
The best part? Once your message is clear, everything else gets easier. Your emails write themselves. Your Instagram captions have purpose. Your offers feel aligned.
You don’t need to shout louder. You just need to say the right thing — to the right person — in a way that makes them feel like you made this just for them.
