It’s Not About You (Sorry, Not sorry)

Most small business websites fail for a simple reason: they’re all about the business, not the customer.

The hard truth.

You’ve seen them. “We’ve been in business since 1997.” “Our founder started with a dream.” “We’re passionate about quality.” Blah, blah, blah.

Your customers don’t care about your company history. They care about solving their problems.

You have 5 seconds to answer.

When someone lands on your website, they’re asking one question: “Can you help me?” If they can’t figure that out in five seconds, they’re gone.

This isn’t just our opinion. The data backs it up. We’ve built hundreds of websites for small businesses, and the ones that convert have crystal-clear messaging that puts the customer first.

Stop making customers burn calories trying to understand what you do. Instead:

1. State exactly what problem you solve (above the fold)
2. Explain how you solve it (in plain language)
3. Show what success looks like (paint the picture)

Your business story matters, but save it for the About page. Your homepage needs to immediately answer: “What’s in it for me?”

Remember: in your customer’s story, they’re the hero. You’re just the guide who helps them win.