if your website isn’t working, here’s why ( it’s probably boring )

Let’s talk honestly: When someone visits your website, they are looking for help, not a lecture.
The big problem I see all the time is that business websites talk endlessly about the business itself. They use big, confusing words and make the reader do all the work. It’s the “Me, Me, Me” problem.
I recently worked with a [Client Type, e.g., ‘Financial Advisor’]. Their website looked nice, but people weren’t reaching out to them. The words on the page were pushing people away.
My job was to take their site from sounding like a boring textbook to sounding like a friendly, helpful conversation.

1. 1. Stop Talking About Yourself
      People don’t care what you do until they know how it fixes their problem. We had to stop focusing on the company and start focusing on the customer.
      I asked the client: What is the number one thing people worry about before they hire you?
      For the financial advisor, it wasn’t complicated finance terms. It was things like, “Will I run out of money when I retire?”
      The Simple Change: We flipped the main message of the website.

• • Old Headline (About the Company): “Top-Tier Asset Allocation and Wealth Management.”

• • New Headline (About the Customer): “Stress less about money. Let’s build your comfortable future.”
    We made sure every sentence was about the visitor, not the business.

1. 1. Ditch the Confusing Language
      Every industry has its own “secret words,” but putting them on your website just makes you sound stuffy. If a customer has to Google what you mean, you’ve already lost them.

• • What we did: We took out every single confusing word (like ‘synergy’ or ‘utilizes’).

• • The Fix: We replaced the jargon with simple, everyday language.
    For example, instead of: “We employ proprietary risk-assessment modeling,” we changed it to: “We use a smart, custom system to keep your money safe, so you can stop worrying.”
    The goal is to be helpful, not sound smart.

1. 1. Tell People What to Do Next
      Imagine you invite someone over, but you don’t tell them which door to use. That’s what a website with a bad “Call To Action” is like.
      Once the content felt personal, we made the next step crystal clear and easy.
      We used friendly, low-pressure next steps:

• • Instead of: “Schedule a Consultation Now!” (Too much pressure)

• • We used: “Grab Our Free Retirement Checklist” or “Start With a Quick 15-Minute Chat.” (This feels like a small favor, not a major commitment.)
    The Result: People Actually Reached Out
    By writing content that was helpful and easy to read, we saw big changes:

• • Visitors Stayed Longer: People spent nearly 50% more time reading the site. They liked what they saw!

• • Leads Doubled: The number of people filling out the contact form or requesting a chat doubled in four months.
    Good content is just clear, honest communication. Speak to people like a friend, and they’ll trust you enough to become a customer.click here