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Why Your Website Isn't Converting

The first fix isn't design. It's hierarchy: one primary audience, one primary action, one sentence that says what you do and for whom. Everything else is supporting evidence.

Homepages often read like internal wikis — every service, every industry, every credential on page one. Visitors leave without understanding the single reason to reach out.

Start with the headline test: can a stranger in your ICP explain what you do after five seconds? If not, cut copy until they can. Then worry about motion graphics.

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