"If you always do what you've always done, you'll always get what you've always got.”
Most of our website audits reveal the same issues.
It’s not just the design that’s problematic. Or only the copy that’s confusing.
BOTH of them need to work together to build trust and credibility for your business. And 99% of websites totally miss that connection.
I’ve pared our audit list down to 5 critical red flags. And if your website hits on even one of them, I guarantee it’s costing you clients.
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1. It opens with a clever headline … that totally confuses people.
You’ve got less than 3 seconds. If your headline doesn’t clearly say what you do and who it’s for, most people will just bounce.
Yes, personality matters. But clarity pays your bills.
QUICK FIX: Say what you do out loud, like you're explaining it to a friend. Then formulate that exact message into a concise headline.
2. A clear “next step” is buried or non-existent.
There’s a testimonial at the top of the page. Then a long paragraph about your “why.” And a section about your team members and their dogs. Somewhere near the bottom third of the page, there’s a small link to your services (maybe?) with a nondescript button that just says, “Learn More”.
An ideal client shouldn't have to play hide-and-seek to hire you.
QUICK FIX: Clear, skimmable paths to ONE, SINGLE action (per page) make you look confident and credible.
3. Your copy reads like a resume or takeout menu.
Your website shows credentials, awards, years of experience, resources, photos, menus of services, “choose your own adventure” hyperlinks, etc.
But visitors are really just asking themselves, “Can this business actually help me?”
Answer THAT.
QUICK FIX: Reframe ALL of your content around solving very specific problems for your ideal clients. Get rid of anything else.
4. It looks outdated — or just plain bad.
Cramped typography. 12 different fonts. Clashing colors. Stock photos from 2007. It might’ve worked when you started your business; but if your website is a digital time capsule, people assume your business is too.
People remember what they see, and your first impression is often the only one you’ll get. Great, current design builds trust.
QUICK FIX: A redesign doesn’t need to be painful. Our strategic program will get your business looking (and sounding) its best in just 2 weeks!
5. You’re embarrassed to share it.
If the first thing your team says on a sales call is, “We know our website’s not great …” That’s not small talk. That’s a trust-gap.
A good site gets you into sales conversations with confidence. A bad one makes you start with an apology.
QUICK FIX: Record your next sales call. Listen to how much extra explaining is required to justify what your website didn’t say or show. Prioritize those fixes first.
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If you spotted your business in even one of these signs — GOOD.
That means your gut is working.
Your website doesn’t need a painful, months-long rebrand to start pulling its weight. But it does need to match the clarity and confidence you show everywhere else.
When your site does its job, you don’t have to work so hard to prove you’re worth it.
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Swipe, Swipe, Baby …
My friend Liz Wilcox is the queen of early-90s awesomeness 🤩 — AND keeping email marketing stupid-simple.
And she’s giving you lovely people her Mega Email Swipe File this week … FOR FREE.
Here’s what you get:
A totally done-for-you newsletter welcome sequence
3 newsletter templates — so you actually stick with the process
52 subject lines that don’t suck
Bonus? Her YouTube videos are mini masterclasses in brand style and substance — hilarious and ridiculously helpful.
If “start a newsletter” has been on your to-do list since 2025 … start here.
Victory Points
By: Mike Shary
My board-game-loving, copywriter extraordinaire and mentor, Dad ❤️
Nova Luna is an abstract tile laying game about solving puzzles, breaking old patterns and designing something better.
A completely unique circular moon wheel drives this game. It automatically shows the available tiles, plus tracks whose turn it is. You see, rather than typical clockwise turn order, in Nova Luna, last place goes first, so the turn orders continually change.
On your turn only the next 3 tiles are available to you. You choose one, pay its time cost by moving your marker around the track, then place the tile into your growing tableau.
Where do you place your tiles? That’s the puzzle. Every tile has a little task icon that asks for certain colors to touch it. Meet those demands and you cover them with discs. The first player to place all their discs wins.
In Nova Luna, safe choices rarely move you forward and you must be opportunistic. You can keep grabbing easy tiles that fit neatly into what you’ve already built, or you can take a more expensive tile that feels awkward now but sets up two or three future tasks at once. The players who win are usually the ones willing to stop doing what is comfortable and start building toward a new pattern.
Your brand works the same way. If you keep reaching for the same easy tactics, you keep getting the same results. A slightly bolder move today -- a clearer position, a new logo, a sharper offer, a redesigned home page -- can set up several wins later. A good brand strategist helps you see how each new piece of communication will touch the others, so your next change doesn’t simply look different, it unlocks better outcomes.
If you enjoy thoughtful puzzles that reward planning, pattern recognition, and small but meaningful risks, Nova Luna is a satisfying choice for solo puzzling or fun game nights with up to 4 friends.
Make it a great week! 🙌
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You received this email because you're a client of Premier Designs or subscribed to the Monday Mantra newsletter. Update your preferences or unsubscribe anytime. The links in our “Victory Points” section are affiliate links, which means I earn a small commission if you decide to make a purchase.
