Your website never takes a day off. It’s always live, always working, and always representing your business—whether someone visits at noon or midnight. But is it actually helping your business, or is it just sitting there, waiting for visitors to figure things out on their own?
A good salesperson doesn’t just hand out a business card and hope for the best. They guide potential customers, answer questions before they’re asked, and make it easy to take the next step. Your website should do the same. If it’s not, you could be losing business without even realizing it.
Let’s break it down: is your website helping you increase your bottom line, or is it just… there?
First Impressions Matter: What Does Your Homepage Actually Say?
Think about the last time you visited a website and couldn’t immediately tell what the business did, where they were located, or how to get in touch with them. Frustrating, right? Now, imagine potential customers feeling that way about your website. If they have to scroll or dig through pages to understand what you’re all about, they’re probably not going to give you a call or submit a contact form.
Your homepage should communicate three things right away:
- Who you are
- What you do
- Why someone should care
If your homepage opens with vague statements like “We provide high-quality solutions” without actually specifying what you do, that’s a problem. Instead, be direct: “We design and build custom decks in [your city]—get a free estimate today.”
Along with clarity, your homepage should guide visitors toward an action. Whether that’s calling, scheduling a consultation, or requesting a quote, the next step should be obvious. A weak call-to-action (CTA) like “Learn More” doesn’t cut it. A stronger one—like “Get a Free Deck Design Consultation”—tells visitors exactly what to do next.
For more of our team’s thoughts, check out this post: Why First Impressions Matter: Making Your Website’s Homepage Work for You.
Your Services Page: More Than Just a List
Too many business websites treat their services page like a checklist—just bullet points of what they offer, with no real explanation. But customers don’t just want to see what you do—they need to understand why it matters and how it helps them.
Instead of just listing “Deck Building – Roof Replacement – Landscaping Services,” take the time to explain your process, the benefits, and what sets your business apart. Answer common customer concerns upfront: What’s included? How long does it take? Why should someone choose you over a competitor?
And don’t forget proof. Customers want reassurance before they reach out. We’ve discussed it in a previous blog post, but this is why testimonials are so important. If you have customer reviews, before-and-after photos, or case studies, this is their time to shine! A real success story is far more convincing than a generic claim about quality.
Calls-to-Action: Are You Actually Guiding Visitors?
A great salesperson doesn’t just share information—they guide people toward a decision. That’s exactly what your website’s CTAs should do.
A weak CTA makes visitors think about their next step. A strong one makes it obvious. For example:
- Instead of “Request More Info”, try “Get a Free Roofing Estimate in 60 Seconds.”
- Instead of “Check Out Our Services”, try “Find Out How We Can Improve Your Outdoor Space.”
If your website isn’t making the next step crystal clear, visitors won’t take it. Check out this blog post for a more in depth look at what makes a good call-to-action.
Building Trust: Does Your Website Feel Credible?
When someone lands on your site, they’re deciding whether they trust you enough to reach out. If your website doesn’t feel professional, up-to-date, and trustworthy, they might leave without taking action.
Simple ways to build trust include:
- Showcasing testimonials and reviews from real customers.
- Adding photos of your work or team—people like to see who they’re working with.
- Keeping your website current—an outdated site can make a business seem inactive.
If your website lacks these credibility markers, visitors may hesitate, even if they’re interested.
The Role of Content: Why an Updated Blog Matters
One of the most overlooked ways to keep your website working for you is through fresh, relevant content. An updated blog isn’t just a nice touch—it’s a powerful tool for SEO, engagement, and building trust with potential customers.
A well-maintained blog can:
- Improve SEO, helping your site rank higher in searches.
- Educate potential customers, making it easier for them to choose you.
- Give you content to share on social media or in email marketing.
If your site hasn’t been updated in months (or years), it’s time to change that. We know that most business owners don’t have the time to write blogs, update website content, or optimize pages for search engines. That’s why so many of our clients use our content creation services to keep their websites fresh, informative, and ranking well.
Make It Easy to Get in Touch
Even if your website does everything else right, a complicated or hard-to-find contact page can still cost you leads. If a visitor is interested enough to reach out, the process should be effortless.
Your contact page should be:
- Easy to find—linked clearly in your navigation.
- Simple to use—offer multiple contact options (phone, email, form).
- Clear about next steps—let visitors know what to expect after they reach out.
If someone makes it all the way to your contact page, they’re this close to becoming a customer. Don’t lose them at the last step.
Is Your Website Doing Its Job?
Your website doesn’t need to be flashy—it just needs to work for you. If it’s unclear, missing strong calls-to-action, or failing to build trust, it could be holding your business back.
Fixing these issues doesn’t have to be complicated. Small updates, like clarifying your homepage messaging, adding fresh content, or improving CTAs, can make a huge difference in the number of phone calls, contact form submissions, and customers you get walking through your door. At the end of the day, that all adds up to sales!
Not sure where to start? We can help. Schedule a free Discovery Call with the True Mtn team today. Let’s make sure your website is actually working for you—not just collecting dust on your shelf.
