Where website strains show up

Website problems rarely look obvious at first

Sites start to strain as sales conversations and buyer expectations evolve.

Most teams feel the pressure, but can’t easily see where the website fell behind.

Your website was supposed to make things easier

You’re still getting leads, and deals still close, but your website doesn't feel like it carries its share of the sales load.

Buyers need more explanation, sales relies more on judgement, and progress feels heavier than it should.

You can’t point to one clear issue. You just know your website should be helping more than it is.

Things usually start to slip in one place

When your website starts to fall behind, it’s rarely everywhere at once. One part of the experience starts to strain before the rest, which is why things feel harder without looking obviously broken.

Visitors don’t quite get what you do

Progress depends on your experience and judgement rather than a shared go-to-market system carrying the load.

You’ve grown through momentum rather than structure. Sales happens, marketing activity increases, and deals get done, but there isn’t a clear, shared way of working that holds it all together.

So decisions come back to you. Questions need your input. Your judgment fills the gaps.

It works until it starts to demand more of you than it should.

 

Explore confusion

Interest doesn’t turn into conversions

Buyers understand what you do and stay engaged, but nothing on your website clearly guides them to convert.

Pages make sense on their own, but there’s no strong sense of what usually comes next. Conversations stall, not because buyers aren’t interested, but because your website doesn’t help them move from curiosity to action.




Explore momentum

You stop inviting buyers to to your website

Sales conversations are going well, but your website doesn’t really support them once a deal is active.

Your content is too high-level and value propositions are out of sync with what’s being discussed,  so sales hesitates to send links. Instead of reinforcing confidence, your website risks reopening questions you’ve already covered.

Explore reinforcement

Your website explains, but doesn’t show

Buyers are interested and actively evaluating, but your website can’t really show what your value looks like in practice.

You talk about outcomes and benefits, but buyers can’t explore what that means for their situation. As a result, value has to be explained in calls or decks instead of being discovered on your website.

Explore value

You don’t need to fix everything at once

Most teams don’t experience all of these strains; they recognise one: the place where pressure is showing up first. That’s enough to get started.

Each crack is a signal, not a failure. It tells you where your website needs attention right now, based on how you’re selling today.

Where to go next

You don’t need to work through every strain in order.

Most teams start with the one that feels most familiar — the place where their website starts to feel less helpful than it should.
Each strain has its own page, explaining:

  • what’s really happening on your website at that point
  • why it’s common as companies grow and sales become more complex
  • why it’s common as companies grow and sales become more complex
  • how I help make your website useful again at that stage

You can explore them individually, or start with a short diagnostic to get clear on what your website needs first.

See what happens next