If you're like most small business owners, you set up your website thinking, "If I build it, they will come."
Only… they aren't coming.
Or worse, they land on your home page and bounce right back out like they just realized they left the oven on.
Why do website visitors abandon websites? More importantly, why are they ditching yours like last week's underwear?
The answer is actually pretty simple. Fixing it takes some work, but let's start with the root of the problem.
Your Website is All About You (And Nobody Cares)
Here's the harsh truth: most people don't care who you are until they know how you can help them.
Look at your website right now. Does it focus on how you solve your customers' problems? Or is it basically a digital resume talking about how great you are?
If you're not sure, scan for statements that show how your services actually help people, instead of just listing what you do or who you are.
I know this sounds harsh. And to be fair, people do care about you eventually… after they've poked through your website enough to realize, "Oh yeah, I think this might solve my problem!"
But until they've spent time reading your blogs, checking out past work, watching videos, and getting to know you, it doesn't matter how many awards you've won, where you got your training, or how long you've been in business.
How Do You Shop?
Think about your own search behavior.
Unless you know exactly what you need, you probably string together a few search terms like "best tree service near me," or "how to get rid of carpenter ants," or even "why is my website not getting traffic?"
Do you care who shows up in the results? Or do you only get curious about the company after you learn what they offer and how they can help?
Don't feel bad. I'm not judging you—I'm only pointing out human nature.
No one is searching for your business name unless you're Amazon, Home Depot, or another company big enough that the name means something. For your small business—and honestly, my small business—the name means absolutely nothing… except to the people you've already served.
How to Fix Your Website Copy
Your copy should bridge the gap between what you offer and what your customers need. But first, they have to get past the front door—your home page or landing page.
Here's how to shift your focus from "me, me, me" to "here's how I can help you":
Step 1: Get inside your customer's head.
Ideally, you already created a customer persona. If not… it's long past time to do that. A customer persona is just a simple one-page profile of your ideal customer that helps you write like you're talking to a real person. It changes as you learn more about your customers.
Step 2: Read your home page from their perspective.
Once you're thinking like your customer, read your main landing page. Does it sound relatable? Helpful? Stuffy? Exciting? You'll probably like some parts better than others—figure out why.
Step 3: Adjust your copy to focus on solving problems.
Instead of telling everyone about you and your awesome service, show them how their life gets better when they choose you. Sell the dream. Paint a picture of what it looks like when your customer's problem is solved.
This can be a hard adjustment—not because you're ego-centric and arrogant, but because you're excited about your business! Keep that excitement, but channel it into showing how you help.
Real Examples: Before and After
Let me show you what this looks like in practice:
Example 1: You Build and Maintain Swimming Pools
The Problem: Most pool companies have a basic website with a few photos and short descriptions. They might have a few customer reviews, but that's probably it. Pretty pictures are great, but customers need more to trust you with thousands of dollars and access to their backyard near their family.
The Fix:
- Create blogs that document the process from design to finished pool, complete with photos at every step
- Show how you take a pool from green and swampy to beautiful blue
- Share stories about how you saved customers money because their equipment just needed some TLC instead of replacement
- Include photos of families actually enjoying their pools
- Video interviews with your customers in their yard with their beautiful pool in the background as you chat about their experience
See the difference? You're not just saying "we build pools." You're showing them what it's like to work with you and what they get at the end.
Example 2: You Sell Gourmet Mushrooms and Mushroom Products
The Problem: Your current content focuses on exclusivity, gourmet quality, and health benefits. That's fine, but it's not helping people imagine using your product.
The Fix:
- Talk about flavors and textures: "Lion's mane mushroom tastes like lobster or scallops when you sauté it in butter and garlic"
- Get specific about benefits: Instead of "might improve brain function," say "Focus longer with fewer distracting thoughts when you eat lion's mane regularly"
- Share recipes and preparation tips
- Show photos of dishes made with your mushrooms
Now you're not just selling mushrooms—you're selling the experience of cooking and eating something delicious.
Example 3: You Provide Financing Solutions to Entrepreneurs
The Problem: Your website talks you up a lot, but almost nothing shows potential clients how that impacts their bottom line.
The Fix:
- Rearrange your content to show how you solve funding problems
- Are you able to source unique financing options that banks don't offer? Say that
- Do your loan officers specialize in startup financing? Explain why that matters
- Get 3-5 case studies from enthusiastic clients willing to share their experience
Stop telling people you're great. Show them what "great" looks like for their business.
The Work is Worth It
Eventually, if you stay in business long enough, you'll develop a reputation and your name will start to mean something. But even when that happens, you still have to focus on solving people's problems.
Your website needs to speak their language and show them you understand what they're dealing with. When you do that, they'll stick around long enough to learn who you are.
And that's when the magic happens.
Next up: Now that you know your website needs to focus on solving problems, you need to make sure the RIGHT people can find you. In Part 2, I'll show you how to choose keywords that bring customers who are ready to buy—not just tire kickers killing time.
Need help rewriting your website so it actually brings in customers? Let's talk. I'll review your site and show you exactly what needs to change.
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