Your website isn't supposed to close the sale

I had a client message me about two weeks after launch, kind of panicked. "It's been live for 14 days and I haven't sold a single thing. Is something wrong with it?"

Fourteen days. Zero sales. Cue the spiral.

So we hopped on a call, and the first thing I asked her was... "how many people have actually seen it?" Turns out, almost nobody. She hadn't posted about it. Hadn't emailed her list. Hadn't told a soul it was live, really, outside a couple of friends.

The website wasn't broken. It just hadn't met anyone yet.

Here's the thing I keep coming back to with clients, over and over... your website is the front door of your shop. It's not the salesperson inside.

A front door's whole job is to be clean, inviting, and easy to walk through. It tells people "this is a place worth stepping into." But a front door has never once closed a sale in the history of retail. That's what happens after someone walks in... someone greets them, asks what they're looking for, helps them decide, walks them to the register.

For my client, that "someone" is her, showing up in her own DMs, her own email list, her own content. Not the website.

And this changes depending on what you do. If you're a service provider like me, the door probably leads to a conversation... a call, a chat, a coffee. If you sell a course, the door might lead to an email list first, then a sale later. If you run an online shop, maybe the door really does lead straight to checkout.

But almost nobody walks in cold and buys with zero context, zero trust, zero relationship. It happens. It's rare. I wouldn't build a business betting on it, and neither should you.

👉 A beautiful storefront with nobody walking past it isn't a failed storefront. It's just... waiting for foot traffic.

So if your site's been live a while and you're wondering what's "wrong" with it... maybe nothing's wrong with the door. Maybe it's time to figure out how you're inviting people to it.

On my workshop on Aug 13th I'm taking you through the top 3 website conversion killers, but we're going to start with what a conversion actually is (or should be) for you. But spoiler alert, a conversion is not usually a direct "sale"...

it's the specific action your site needs someone to take, and whether your site is even set up to handle it once they walk through the door.

Then we're going to get into the 3 most common things killing that handoff.