The Stupidest Website Design Mistake You Might Need to Fix RIGHT NOW
Reading Time: 3 minutes TL;DR Summary: Craft a clear and customer-focused message for your website by shifting from "we" to "you" outcomes. Ensure your hero section features a headline promising a primary outcome without a common pain, supported by a simple solution or proof. Use a single, strong call to action to guide visitors effectively. Read the full article for practical tips and templates to avoid common website copy traps and create a compelling 5-second message that resonates with your audience.
Tell people, in the simplest terms you can, what you do. Say it so a busy visitor gets it in five seconds flat.
Say What You Do in Plain English
Open with a simple promise. Not poetry. Not insider buzzwords. Just clarity.
- We make your yard look great.
- We fix bad teeth.
- We make your home warmer in winter.
- We save you money on auto repair.
- We provide good food.
But don’t say it exactly like that. I’ll show you why in a second.
Why This Even Needs Saying
I’ve been doing website design since 1994. I’ve seen all the trends. I also have a weird talent for spotting the tiny thing that’s off — usually in under a minute. Awesome when I’m auditing, annoying at dinner. When I hit a website and can’t figure out what they actually do, it jumps out. That’s the mistake.
Why do sites miss it?
- They get cute. Clever headlines that don’t communicate.
- They brag. “Award-winning solutions for…” instead of solving the user’s problem.
- They talk to themselves. Org charts, history, inside baseball.
- They bury the lead. The value is three scrolls down.
Visitors land with one question:
“What’s in it for me?”
Answer that. Fast.
The Twist That Makes It Work: Make It About Them
Turn your “we” statement into a “you” outcome. Same idea, different focus.
Before → After
- We make your yard look great.
You get a yard you’re proud of — without spending your weekends doing lawn work. - We fix bad teeth.
You’ll love your smile again with comfortable, lasting dental care. - We make your home warmer in winter.
You stay warm all winter and lower your energy bill. - We save you money on auto repair.
You keep your car running longer and pay less over time. - We provide good food.
You eat well tonight — fresh, fast, and fairly priced.
I did this earlier today for a client. They sent a big “about us” phrase. We flipped it to an outcome their customers actually want. It instantly felt clearer — and more useful.
Build Your 5-Second Message
Use this quick formula to write a hero headline and subhead that pass the “5-second test.”
Formula:
You get [primary outcome] without [common pain], thanks to [simple solution or proof].
Examples:
- You get tax-ready books without spreadsheet chaos, thanks to our weekly cleanup and CPA review.
- You book more qualified jobs without wasted ad spend, using our local SEO playbook.
- You launch faster without technical headaches — design, build, and support in one place.
Add a clear CTA (call to action)
After the headline and subhead, give them one thing to do:
- Get a Free Estimate
- See Pricing
- Book a 15-Minute Call
Where to Put This Message
- Hero section: Big headline (outcome), short subhead (how), one CTA.
- Navigation: A tight tagline can live near the logo for constant clarity.
- Page titles/H1s: Make each page’s H1 say what the page helps the visitor do.
- Meta descriptions: Summarize the outcome to improve click-through from search.
- Above the fold proof: Add 1–2 trust badges or a short stat (e.g., “1,200+ roofs repaired”).
Common Copy Traps
- Vague verbs: “Empower, enable, innovate.” Use concrete language your buyer uses.
- Inside language: Acronyms and internal product names on the homepage.
- Wall of text: If it can’t be skimmed, it won’t be read.
- Multiple CTAs: One primary action beats four competing buttons.
Quick Checklist:
- In five seconds, can a new visitor say what you do and who it’s for?
- Does the headline promise an outcome the visitor wants?
- Does the subhead reduce risk or explain how?
- Is there one obvious CTA above the fold?
- Is there a proof point (reviews, numbers, logos) visible early?
Copy-Paste Templates:
Grab one, fill in the blanks, ship it:
- You get [primary outcome] without [big pain], thanks to [how you do it].
- [Audience] get [outcome] in [timeframe] with [your offer]. Start: [CTA].
- Stop [pain]. Start [outcome]. We handle [key tasks] so you can [benefit].
Make it simple. Make it about them. Put it where they can’t miss it. That’s how you avoid the stupidest website design mistake.
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