I love a good analogy, and one came to my mind today - Your Website is Your Salesman.
A salesman is a representative, the one who is the initial contact point to the potential client. They represent you, they reflect you, and they make a big difference on whether you get a sale or not.
So let's imagine some different salesmen, the websites they would be, and their impacts on your prospects.
Would you buy from a salesman who is sloppy, disorganized and makes mistakes?
That's a website with typos, broken links, a poor menu system, and content that isn't organized well.
Would you buy from a salesman who can't answer questions about his product or service?
That's a website that's missing basic information such as your phone number, email address, fees, insurance information, a photo, or what school you went to.
Would you buy from a salesman who doesn't believe in his product?
That's a website with text in which you don't speak confidently about what you do, the people you help, and the benefits they often get from seeing you.
It's hard to look at your own site objectively, but I encourage you to take a cold hard look, and see what kind of salesman your site it.
Best, Peter Hannah