Is your website built to generate customers, or is it just the result of a bunch of random tactics thrown together? Could you improve the copy? The call to action? The design?

Why most websites fall short. (And how to avoid being one of them .. )

The fastest way to grow your revenue isn’t to increase traffic. The fastest way is to convert more of the traffic you’re already getting.

If you’re currently relying on a collection of your best guesses a lack of clarity may already be costing you a great deal.

But the solution is a lot simpler than you may think ..

Even though we consider ourselves to be rational and open to choice, we don‘t make rational purchases or lifestyle decisions and we don’t want choice.

People like certainty.




Definitive answers.

Options are great, but make them few or we get confused or lose interest and leave.

And this is backed by science ..

Psychologists have known for a long, long time that the whole concept of choice is actually very burdensome and even oppressive to most people.

Take Barry Schwartz’s book, The Paradox of Choice.

His research supports the fact that people hate too many choices.

Psychologists refer to this feeling of discomfort as “choice overload” (it’s also sometimes referred to as over choice).

Because every time we make a decision, it takes up some energy.

When human beings are exposed to excessive choices, they simply shut down, feel overwhelmed and don’t respond a lot.

The problem is that:

  1. Your homepage may lead them to your website services page.
  2. Which may lead them to the about page.
  3. Which may lead them to a blog post.
  4. Which may lead them to the gallery section.
  5. Which may lead them thinking about something else entirely ..

Instead of sending them to a place where they can make one clear decision, most businesses think let’s give our clients loads of ways to make loads of vague decisions.

The end result:

Choice costs you money.

Here, everything happens for a reason.

  1. Every Ad.
  2. Every Post.
  3. Every Link.
  4. Every Page.

It’s all part of a marketing system that gives people ONE choice at ONE particular time with NO extraneous distractions.

And the leaner and less *superfluous your website and customer journey the better.

Because less really, really is more, especially on a mobile interface.

But to win, you also have to be super cunning.

You see,

The cleverly designed sales event should only strike when you know a customer has a very real intention and DESIRE to buy within the sales/design process itself.

I call this next bit of the puzzel “sweet spot targeting”.

See, the majority of businesses (their designers and copywriters too) try to take customers from “how you doin?” to “let’s have children” in the blink of an eye.

No pleasantries.

No introductions.

No chit chat, no rapport building.

No empathising, courting, wooing.

Not even the hint of a brand story being told (never mind sold).

The result:

A clumsy fumble of a website pitch that puts people off for life.

But here’s the thing:

Wherever and however you can,

You should aim to build relationships online in the same way that you build relationships in the real world.

Yes, there are restrictions.

But people still buy people.

Stories still rule the online campfires of the world.

Relationships are still two way.

Much of the Art of Sales is devoted to the value of waiting, waiting and waiting for the right moment to strike.

Which is why you have to share value upfront, a strategy I gleaned from Jay Abrahams, a strategy based on preeminence.

In a nutshell: this is strategy that makes a point of giving a sh*t.

Because if you show you care right from the off ..

Your customers care.

And it's a good lesson to learn.


Because caring opens the rickety old gate to a wonderful world called ..


And if a customer feels they can trust you because you keep giving them something awesome and of real value upfront, they start a real journey with you.

Which is just a way of using learning, segmentation and automation to control the end-to-end user experience.

e.g., "the visitor starts from A and feels compelled to end up at B.

The distance between A and B, is:

What value shall I provide them, how do we serve them better, how do we advise them about a problem and how can we make them reach the right decision that's in their OWN best interest.

And purpose runs through a web design’s DNA in the following way:

Awareness > Interest > Desire > Action


(Yep, for I’m talking about that old chestnut.)

If you can carefully map out these checkpoints — as they align with your compelling brand story — you’ll help build a closer business relationship (and with that, make more sales.)

Something that isn’t achieved by forcing people to a blunt but highly usable web page talking about how great your are.

If you make the decision to cultivate the customer journey and your lost website visitors when they turn into buying mode, who are they going to be ready to do business with?

And this is one area where your marketing automation has to be perfect.

Which is why there’s a saying in marketing: “The fortune is in the follow up.

Make sense?

Let's change the dynamic in the next post ..

According to Ahrefs, 90.88% of all pages get zero traffic from Google, and 4.5% of them get less than ten visits per month.

So you need to be in that slim percentage to get that traffic ..

Getting your website found on Google — the ultimate “how to” SEO guide for small business.

In the following post I'll share my ultimate “how to” SEO guide.

Getting your website found and ranked on Google ..

Yours for those blockbuster breakthroughs,


Share on social media:


“Done for you” Services

Want more sales leads? Website conversions? Appointments?

Is it time to revamp your old website?

Wordpress website design services

Marketing Books

Get found first on search, seen first on social and discover new ways to appear in all the right places where they look.

Traffic Strategies: Get more people seeing your offers

Business as usual isn’t good business. It’s how business was conducted yesterday. Your marketing strategy is all about securing the bright new vision of tomorrow.

Conversion Strategies: Marketing funnels

Helpful Marketing Articles

You help people overcome their challenges, to reach personal, lifestyle or business goals. We help you excel in digital marketing to reach a lot more of them.

Getting your website found on Google — the ultimate “how to” SEO guide for small business. Website Copywriting Tips. Website design ideas and tips. How To Get Clients Fast! (Even If You're Not A Marketing Pro) Brand Positioning Strategy — Escaping The Competitive Herd Social Media Marketing Customer Relationship Marketing Website Planning Guide Website Competitor Analysis: Out Modernise the Competition Wordpress Development Website Design — Why most websites fall short. (And how to avoid being one of them .. ) Event Promotion 10 New Ways To Get Targeted Traffic To Your Website (Fast!) Web Typography

About Me

Watch the case study


I use cookies to ensure that I provide you the very best user experience. Please refer to my Privacy Policy and Cookie Policy for more information.

An Artful Science®

Making your marketing truly valuable™

20 – 22 Wenlock Road
Greater London
N1 7GU
United Kingdom


Call me, email me, message me on Facebook, ping me like a submarine if you like. But let’s start funneling people along that yellow brick road. 😎

Share on social media:

Website vs Sales funnels

How to get a lot more sales leads from your website. (But more importantly, at a profit.)

If digital marketing makes your head spin counter clockwise, you need to have a look at this new case study on how to reverse the situation.

An Artful Science has helped us for the last five years and has been responsible for transforming our web based sales. Their knowledge of web design and digital marketing has proved invaluable.Jon Blakeney, Group Managing Director | I-AM London

¶ You're data is in safe hands. See my Privacy Policy for more information. All my emails include an unsubscribe link. By submitting this form you are giving me consent to send you my guides and learning material.