How An Ecommerce Quadrupled Their Orders by Changing Words on The Landing Page

A 5-minute read.

Here’s the summary:

  • Amy started her business in 2018
  • Her sales hit a plateau in 2019 after one year of marketing effort
  • She learned that her website wasn’t compelling people
  • After revising her website, her sales quadrupled within 6 months

“I’ve had my best month ever for the last four months in a row and now turn over 4x what I did”

Amy White,

Getting website traffic doesn’t mean you’re getting customers.

Small businesses owners are fighting an uphill battle every day.

  • Competing with big companies
  • Managing the business
  • Looking after the customers
  • Educating themselves about marketing
  • Finding new customers

It is not an easy path, but Amy decided to accept the challenge.

In 2018, Amy started her business Clean Cloth Nappy Hire with a mission to bring modern cloth nappies to more Australian families and reduce the waste of disposable nappies.

Embracing the start-up spirit, Amy created her first website all by herself.

As a mum of two young children with a full-time job, Amy persisted and started profiting from her business within just a few months.

But then, after 1 year of operation, her sales started to stagnate.

In an interview, Amy recalled:

“I knew there was a problem, but I didn’t quite know what it was.”

After one year of trying, Amy felt that her marketing effort just wasn’t paying off. Even the Google and Facebook advertisements she was paying for weren’t bringing new customers in.

Many people were visiting her website but they were not taking any action.

Amy knew she was losing many customers.

She explained:

“Most of us don’t have a marketing background.”

Despite not knowing what to do, Amy was certain about one thing.

If people knew how different her offer was, compared to other options and how simple it was to transition from disposable to cloth, they would choose her.

In other words, Amy knew her website wasn’t getting her message across.

Is your message truly connecting with your customers?

Today, customers make most of their decisions based on what they see on the screen.

If your website fails to get the right message across, people would just click the back button, terminate the dialogue and you’re done.

You just lose a customer.

With thousands of options available to create a website today, from picking free templates to hiring local web designers, it is easy for entrepreneurs and small business owners to forget the main focus of their website.

Setting up a website is easy, but getting the right message across is not.

Think of your website as a resume. You’re likely not the only option they have, so you have to tell people clearly why they should choose you rather than anyone else.

If a website fails to get the message across, people don’t see the value.

If people don’t see the value, they simply won’t choose the business.

This is the difference between Perceived Value and Actual Value.

You can offer the best product or service and customers still wouldn’t choose you if they don’t perceive your value. Instead, they would choose an inferior option over you that is better at conveying their value.

Is your website conveying your true value?

Not entirely sure what to do next, Amy decided to do a Conversion Clinic to get her messaging right.

Conversion Clinic is a service that helps businesses get their messaging right so it truly connects with their customers.

With the help from Conversion Clinic, Amy clarified the problems her website was having and revised her website to fix each problem.

In this video, you will see the breakdown of the before-and-after:


Within 7 months after revising her website, Amy has quadrupled her revenue and she is about to have another record month.

“I thought I had a lot of stock, but now my stock is completely insufficient.” Amy said during the interview.

It wasn’t about having the prettiest website or having the best SEO (Search Engine Optimisation).” 

“It was about getting the message right and connecting with the customers.”

Getting the message right can be one of the hardest things to do as a business owner.

Business owners face their business day-in and day-out and it’s hard for them to place themselves in the customer’s shoes and know what really resonates with the customers.

This is also known as the Business Owner’s Blind Spot.

Many small businesses are losing a great portion of customers every day simply because their website fails to get the message across.

So what should small business owners do?

It doesn’t necessarily have to be a redesign that costs thousands of dollars.

Getting the message right can simply just be changing your words, as long as they are the right words that truly connect with your customers.

If you have a proven offer that converts and you have a strong reason why people should buy from you, then Conversion Clinic might be able to help you.

For an in-depth breakdown of how Amy revised her website, listen to this audio interview with Amy and Will.

“Now that I have the messaging right, the people that come to me are the right people who really need my service.”


Michael Paterson,

“I’ve gone from depending on word of mouth clients to now having lots of new clients coming through from my website.”


Emma O’Callaghan,

“I’ve had negative experiences with marketing people in the past however Will was fantastic, he truly understood my why and has been clear in explaining the changes I need to make.”


Tamika McCall,