How A Business Owner Doubled Her Enquiries by Refining Her Homepage Messaging

Getting lots of visitors to your website is great, but what if you can turn them into revenues as well?

Most businesses are losing new clients from their website EVERY SINGLE DAY.

They spend money on Facebook ads.

They spend money on Google ads.

They do SEO.

They post on social media…

Finally, they get all these people coming to their website and landing pages, but wait…

Why aren’t people following through?

Why aren’t they sending the enquiries?

Why aren’t they making the bookings?

Why aren’t buying?

The question that we have to ask ourselves is:

Are we really getting the most out of the website?

This is where Heather was when we first got on a call.

Her website was getting close to a thousand visitors a month (thanks to her speaking engagements and other marketing efforts.)

She was an authority in her field, not just in Australia, but worldwide.

Despite all the visitors that were coming to her website every month, she only got a handful of bookings from it.

She tried running some Facebook ads, but bookings were still slower than we she and her staff expected.

Organic. Paid. Social.

She knew she was losing people from the website, but she just didn’t know what was missing.

Why aren’t people following through?

Bills needed to be paid.

Staff needed to get busier.

If you’re getting a lot of visitors to your website, whether it is through Google organic or paid ads, great.

You’ve done your first step – being found online.

But your next step is to get people across the line.

This is where most businesses get stuck. Most owners have no idea what do should do from this point. Some…

  • Randomly make changes to the content
  • Keep spending money on ads with this low conversion rate
  • Redesign the website without a strategic plan

I’ve seen many business owners spend 5-10k to redesign their website but then get no improvement in conversion rate whatsoever.

Indeed, it looks better, but that’s all.

What’s the point of sending people to a website if it’s not converting?

To fix a conversion problem, we need to have a clear and strategic process.

It’s easy to just blindly make changes to the website, but it is also the easiest way to backfire your current results.

Changes can increase conversion rate, it can also decrease the conversion rate.

I’ve seen too many business owners dropped their conversion rate nearly by half after making changes to their page.

This is why we have to follow a clear process.

Step#1: Have crystal clarity on your numbers

When I spoke to Heather, she didn’t know much about her conversion rate and it was difficult for her to decide what to do.

We can’t fix the leaky hole unless we know where the hole is.

If you have Google Analytics on your website, make sure you have your tracking done right.

There shouldn’t be a “I’m not tech-savvy” excuse. 

This is the number that determines your sales.  

Don’t just “leave it with the tech person.”

When you have clarity on where is broken, not only will you ramp up your conversion rate quickly, you may also avoid the meaningless redesign or rebuild that will cost you thousands of dollars.

What’s the point of having a brand new shining website that doesn’t get you more leads?

Know your numbers.

Step#2: Get your targeting & messaging right

A great service is not great unless the right people know it is great.

In Heather’s case, people DID NOT get her message.

If you want your web page to convert effectively, you have to get your message across to the right people.

You can have the most amazing offer, and you certainly are the best in your field, in your suburb, in your country, but if you fail to get the message across, people are not going to take the next step.

One click on the exit button – you lose a potential client.

In the context of the web, you really get 3-5 seconds to get your message across clearly.

What you do.

Why they should bother

What your value proposition is, etc.

In Heather’s case, most of her visitors weren’t sure what she did. 

They didn’t know her value proposition and they were confused by her messaging. 


People come to your website with a problem that needs to be solved and they’re likely to be confused already.

The last thing we want is to serve them with a confusing website.

Step#3: Test. Don’t guess.

No one knows for sure that the new messaging is going to hit the jackpot.


If you don’t have the right tracking in the first place, it’s all going to be guesswork.

Once Heather has clarified her message and we got the essential changes done, we put her page to a test.

Someone asks: “Why can’t we just replace the old page?”

The concept of testing is uncommon regardless of the importance of it. 

For some reasons, most people think it is an “extra step”.

Testing is the curial part of all human achievement.

Regardless of how minor or major the changes are, they need to be tested. Otherwise, you will never get the true insight of what your market wants.

And you won’t even know if your conversion increased, or decreased.

Can you imagine the plane that you will be flying hasn’t been tested?

Can you imagine your doctor gives you medicine that hasn’t been tested in the lab?

Test. Don’t guess.

When you have the right messaging and you know how to properly do the test, that’s when the rewards come.

In Heather’s case, a 134% increase in enquiries.

That’s more than doubling the getting the messaging right.

How will this change the response of all her marketing in the future?

That’s what I love about increasing the conversion rate –

Your results compound every month as you send more people to your website.

Your conversion rate will serve you for the next few months or years.

It affects all the organic traffic that you are acquiring.

It affects all the paid ads that you are buying.

How many new clients are you losing from the website every day?

What’s the revenue you might be losing because your message is not getting across?

If your website or landing page is getting lots of traffic, and you’re interested in getting the messaging right, click here to get a clear direction for your messaging.

Let’s see what will be best for your website.

We don’t always have to figure everything out on our own. If I can help you get one little step ahead in the right direction, it is a win for you and for me too.


Showing 13 comments
  • Jay

    This is a GREAT post Will! Thank you.
    We are in the process of rebuilding our website and I’ve been having a lot of new thoughts since I read this yesterday. As you advised in the cheat sheet, we’ve been heavily promoting our customers to leave us reviews on Google and we now have over ten reviews that we can put on the website. What’s your thought on how many testimonials we should put on the homepage?

  • David

    What do you do if you are in an industry where testimonials are considered to not be ethical?

    • Will Chan

      David, there are many ways to build trust and authority on your website. Testimonial is one of them, but I’m really interested in which industry you are in that causes you to have this thought.

  • Linda Reed-Enever

    Will what a great educational post. Love the case study examples and the results!

    • Will Chan

      Thanks Linda, research and discovery make a website strong and compelling.

  • Lynette Delane

    Great post. So refreshing to see someone diagnose the root cause instead of offering a silver bullet.

    Great work on the cattery site.

    • Will Chan

      Thanks Lynette, hope your website is going well.

  • Elyssia

    Great posts and a super easy read – thank you!

  • Fernanda Alberici

    Awesome article, love the detailed case study.

  • Sharm

    Thanks Will. Great content and easy read. I will be tweaking my clients websites:-).

  • Bron

    Great content. Thank you.

  • Laura Stien

    No matter how much i try i just cant get it right

    • WillChan

      How many sales have you lost over the years with all the trial-and-error?

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