A Website That Earns Enquiries Is Answering One Question Well
Published · Leon Lim
Visitors rarely leave because the design is plain. They leave because they still cannot tell whether you are right for them.
When a website brings in few enquiries, the usual diagnosis is that it looks dated, and the usual remedy is a redesign. But most visitors who leave without enquiring were not put off by the visuals — they simply were not convinced in the few seconds they gave the page.
The unanswered question is almost always the same: do these people do what I need, for a business like mine, in a way I can trust? A homepage full of slogans cannot answer it. A service page that names who it is for, what is included, what it costs from and one honest example can.
That is why redesigning without fixing the message rarely helps: the new site can be beautiful and still leave the same question standing. Start with the one question your best customers ask before they contact you, and make sure the site answers it before they have to.