A lot of companies design and write their website as if it's the first stop. They imagine someone landing on the homepage, reading every word, clicking “Products,” then following the CTA like a neat little flowchart.
That’s not how buyers behave.
Most likely they already found you somewhere else: a trade show booth conversation, a referral, an article, a search result, or even an LLM answer. By the time they hit your site, they’re not reading. They're scanning to answer a few quick questions:
- Am I in the right place?
- Can you solve my problem?
- Who else have you worked with?
- Have you done this for companies like mine?
- Who would I be working with?
- Does product X do Y?
- Am I in the right budget range?
If they can’t answer these questions quickly, they bounce right outta there.
– Peep Laja, founder of Wynter
In other words: most of the “winning” happens before they ever reach your site.
Your website isn’t the pitch; it’s the proof. Make it easy to confirm what they already suspect: you are the right choice.