Your website had 847 visitors last month. Three of them contacted you.
That’s not a traffic problem—that’s a messaging problem.
Let’s get straight: Your website isn’t just a digital business card.
It’s your 24/7 sales rep, and right now, it’s probably doing a terrible job.
You Have 10 Seconds. Use Them Well.
When a prospect lands on your homepage, you’ve got 10 seconds to make them care. Hubspot’s research shows that 55% of visitors spend less than 15 seconds on a website before deciding whether to stay or leave.
If your site opens with: “We’re a trusted ERP partner with over 20 years of experience.”
Close tab. They’re gone.
You need to answer three questions fast:
- Who do you help?
- What problem do you solve?
- What should I do next?
If your website doesn’t hit those in the first scroll, it’s costing you real money. One client was losing an estimated $40,000 in potential business monthly just because their homepage didn’t clearly communicate their value.
Real Talk: Your Messaging Is Probably Too Generic
I’ve audited hundreds of websites, and 90% say something like: “We implement [Specific] ERP for small businesses.”
Okay, but what kind of businesses? What pain are you solving? Why should they care?
Compare that with: “Tired of duplicate order entry and inaccurate inventory? [Specific] ERP helps food distributors clean up their operations and get reliable data they can trust.”
This one hits:
- A specific audience (food distributors)
- A clear pain (duplicate entry)
- An outcome (accurate inventory)
- A solution ([Specific] ERP)
One Toronto-based consultant made exactly this change—going from “ERP solutions for growing businesses” to “Helping Toronto auto parts distributors cut order processing time by 60%,” and saw their contact form submissions double in 30 days.
Your Homepage Isn’t the Only Page That Matters
A general homepage is fine if you build industry-specific landing pages underneath.
Here’s my 5-Point Industry Page Formula:
1. Industry-Specific Headline: “ERP Solutions for Food Distributors,” not “ERP Solutions for Business”
2. Speak Their Language: Use terms like “lot tracking” and “FIFO rotation” for food companies, not generic “inventory management.”
3. Address Real Operational Problems: “Stop manually entering the same order into three different systems” vs. “Improve efficiency”
4. Show Social Proof: Testimonials from similar companies, with specific results: “Reduced month-end close from 5 days to 2 days”
5. Clear Next Step: “Get Your Food Distribution Assessment,” not “Contact Us”
Each industry page should feel like you built it specifically for that visitor’s world—because you did.
Score Your Homepage Right Now
Rate your current homepage 1-5 on each criteria:
Clarity (Who you help): ___/5 Can a first-time visitor tell exactly who your ideal client is within 10 seconds?
Problem Focus (What pain you solve): ___/5
Do you lead with a problem your prospects actually lose sleep over?
Clear Next Step (What to do): ___/5 Is there ONE obvious action for interested prospects to take?
Proof/Credibility: ___/5 Do you show results, not just promises?
Industry Relevance: ___/5 Would your ideal client think “this is for companies like mine”?
Total Score: ___/25
If you scored under 20, your website is costing you leads every single day.
Use Smart CTAs That Convert
Every page should give the visitor something valuable to do. The difference between weak and strong calls-to-action can be huge:
Weak CTAs:
- “Learn More”
- “Contact Us”
- “Get Started”
Strong CTAs:
- “Get Your Inventory Chaos Assessment”
- “Download the Food Safety Compliance Checklist”
- “Book Your 15-Minute ERP Readiness Call”
The stronger versions tell visitors exactly what they’ll get and why it’s worth their time.
The Cost of Doing Nothing
Here’s the reality: B2B buyers research solutions for an average of 67 days before making contact. If your website doesn’t immediately show you understand their world, they’ll find someone who does.
Every day you wait to fix your messaging is another day potential clients are choosing your competitors who speak their language better.
Your Action Plan
This Week:
- Update your homepage headline using the format: “We help [specific audience] [solve specific problem] using [your solution]”
- Score your homepage using the 5-point system above
- Pick your lowest-scoring area and fix it first
This Month:
- 4. Build one industry-specific landing page using the 5-Point Formula
- 5. Replace generic CTAs with specific, value-driven ones
- 6. Add one concrete result or testimonial to each page
Bottom Line
Your website should:
- Speak directly to your ideal client’s world
- Lead with problems they actually have
- Show proof you’ve solved similar challenges
- Make the next step obvious and valuable
If it’s not doing that, you’re losing business—even while you sleep.
Your move: Go review your homepage headline right now. Then update it to speak to the industry, the pain, and the outcome.
Need honest feedback? Send me your site URL—I’ll give you a quick 5-point audit and tell you exactly what to fix first.