If you missed it the previous post defining “Sales page”, please give it a look: Every organization has a sales page (whether you call it that, or not)

You’ve built something valuable, and people trust you.

But if your website doesn’t reflect the depth of your work or make it easy for the right people to say yes, you’re missing out. Not because you’re doing it wrong, but because it’s missing the spark of connection that’s more important today than ever before.

And here’s the thing:

That disconnect doesn’t always show up as a problem. It goes completely undetected. The problem is you have a pretty good website. You like the way it looks, and it checks all the boxes.

Few people (if anyone) will give you the feedback you really need.

The disconnect shows up in the analytics. A page with visitors, but very few signups. Everyone says “the program looks amazing! I just need to think about it some more”.

It’s not failure.

It’s friction.

And that friction costs you—not just financially, but in momentum, reach, and the ability to grow your work with more ease.

Friction is solveable

We’re designers – our craft is to see the invisible currents that influence our worldview and choices. The simplest adjustment can increase enrollment on a website by a couple of percentage points.

Do the math; how many people will you share your page with?

Assuming you are offering a fair exchange of value, it’d be a darn shame if the folks landing on your site missed the opportunity.

Even a small 1% or 2% increase can result in a big boost in revenue and donations – or more importantly, increased awareness and overall trust (how we are defining connection over here).

Trust-fall adjustments like;

• Ensuring the page gives value, even to people who aren’t a fit.
• Organizing the page into sections that tell a story, even for people just skimming and reading the headlines.
• Clearly communicating the benefits and the outcomes, not just the features and the steps.
• Giving reasons to know, like, and trust you (hint, it involves being more you – and we can prove it!).

Right now, you could remove the friction and give your readers a clearer path to engage and connect with your offers.

Or you could keep going because your sales page is good enough.

After all, nobody’s complaining, and no one’s telling you to make it better.

And isn’t that just the problem with strategy?

Strategy is about working smarter, not harder – But somehow it’s always on the back burner. We never have time because we’re always working to catch up.