You’re not the only one who’s spent hours on your site but no one’s buying
Because pretty pages don’t sell, you need words too.
Prefer to watch?
Catch the full episode over on YouTube here:
Or read on for the highlights and practical takeaways.
The problem isn’t just your website design.
It’s what you’re saying (or not saying).
We spend hours making our sites look good. Colours, layouts, fancy fonts. But if the words don’t connect? You’re missing sales.
In this episode, I chatted with copywriter Zoe Barnett from Zo Connected about what actually makes websites convert for product-based businesses. And spoiler: it’s not just having a pretty homepage.
Why product business websites aren’t converting
- Many sites focus too much on visuals and too little on clarity
- Copy is often an afterthought, not part of the strategy
- Founders struggle to explain what makes their products different
- There’s pressure to post on social media, but your website sits neglected
Here’s what makes your website actually work
- Clear, benefit-led copy that speaks your customer’s language
- Pages designed with a clear user journey in mind
- Strong SEO foundations (yes, it still matters even with AI!)
- Messaging that aligns with your wider marketing strategy
- Thinking of your site as a tool, not just a brochure
Website strategy tips from the episode
- “More content” isn’t the answer. Make your content count.
- Your homepage isn’t always the best place to start. Prioritise your product and category pages.
- SEO is shifting, but good keywords, clear messaging, and strong structure still matter.
- Don’t outsource copy too early. Be clear on your positioning and audience first.
What most founders get wrong
- Writing their own copy without a plan
- Trying to please everyone (and sounding like no one)
- Treating the website as a one-time project instead of a working asset
- Comparing their site to others without knowing what’s really going on behind the scenes
Your website should reduce your anxiety, not add to it
Social media is noisy. Algorithms change. But your website is something you control.
Zoe and I talked about:
- Managing the pressure of comparison
- Creating a site that gives you confidence (and converts!)
- Investing in content you can repurpose, reuse and build on
Want more honest advice like this?
Join my mailing list for weekly tips, tools and real talk to help you grow your product business with confidence and less guesswork.
A good looking website is nice. But a good looking website that sells? That’s the goal.
Get your strategy right. Get your words working. And stop wondering why your site isn’t doing the heavy lifting it should.
Ready to upgrade your copy? Or want support figuring out where to start?
Watch the full episode here: https://youtu.be/HQD3upQXBhY
Or connect with me on Instagram @cherryaidmarketing.
