Ever feel like your website should be converting, but it’s just not? You’re not alone. A lot of business owners jump straight to redesigning their homepage when sales are slow—but that might not be the real issue. In this episode, we’re chatting about what could actually be going wrong (hint: it might be your funnel or customer journey) and how to figure out what’s really holding you back so you can stop wasting time and start seeing results.
Let’s Recap: Why isn’t your Website Converting: Your Homepage or Your Funnel?
Is Your Homepage Really the Problem?
When your website isn’t converting visitors into customers or subscribers, it’s tempting to blame your homepage. But as we explore in this episode of the eCommerce Made Easy podcast, the real issue might lie elsewhere. Before you start making changes, it’s important to understand whether you’re dealing with a homepage problem or a funnel problem.
What Your Homepage Is Meant to Do
Your homepage acts like a digital storefront window. It’s where first impressions are made, trust begins to build, and direction is offered.
Within just a few seconds of landing on your site, visitors are deciding:
- Do you offer what they’re looking for?
- Can they trust you?
- Where should they go next?
A strong homepage clearly communicates what you do, builds credibility (through testimonials, clear messaging, and professional design), and helps people take the next step. When your homepage is underperforming, you might notice:
- High bounce rates
- Confusion about your offer
- Low engagement with other pages
What Your Funnel Is Meant to Do
Funnels are the guided paths visitors take toward a specific goal, like signing up for your newsletter, purchasing a product, or booking a service.
A funnel might begin on your homepage or on a landing page from an ad or email. Every step should be clear, helpful, and encouraging. If your funnel has issues, you may see:
- People starting but not finishing the process
- Sign-ups without purchases
- Clicks without follow-through
Whether it’s an email sequence, a sales page, or a checkout process, every part of the funnel should answer questions, reduce doubt, and keep momentum going.
How to Spot the Real Issue
So how do you know where to focus your energy?
- If people are not staying on your site or seem lost, it’s likely a homepage issue.
- If they’re engaging with your content but not converting, it’s likely a funnel issue.
Try navigating your site like a first-time visitor. Better yet, ask a business friend to walk through it and share where they get confused or stuck.
Fixing in the Right Order
If your homepage is unclear, start there. It is the foundation of your online presence. Once that is solid, shift your focus to tightening up your funnel.
Make sure each step in the funnel:
- Clearly explains what happens next
- Removes friction
- Gives people a compelling reason to continue
Use analytics tools like Google Analytics to pinpoint where visitors are dropping off and to track improvements over time.
Take a Methodical Approach
Don’t try to fix everything all at once. Make one change at a time, give it at least a week or two to see results (longer if you have low traffic), and then assess what’s working.
This step-by-step method not only keeps you from getting overwhelmed, it also helps you see exactly what’s making a difference.
The Bottom Line
Whether it’s your homepage or your funnel causing the issue, the key is to dig into your data, test thoughtfully, and give changes time to work. With a little patience and strategy, you can turn your website into a powerful tool for converting visitors into loyal customers.
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