A Confusing Website Doesn’t Pay The Bills… Clients Do!

I was on a call recently with a therapist who'd just invested in a professionally designed website.

It looked beautiful. Clean, modern, perfectly on-brand.

But she said something that hit me: "I love how it looks, but I'm not sure it's actually helping me get clients."

We looked at her site together, and within 30 seconds, I saw the problem.

Her homepage had all the right sections... but they were in the wrong order.

She was asking visitors to book a call before they felt understood. She was listing her services before establishing trust. She was talking about her credentials before addressing their pain points.

This is one of the most common mistakes I see, even on expensive, professionally designed websites. And it's quietly costing wellness professionals, coaches, and service providers their ideal clients every single day.

Why Having a Non-confusing Website Matters More Than You Think

Here's the thing about websites: They're not just collections of information. They're journeys.

And just like any good story, the order matters. You can't jump to the ending before you've set up the problem. You can't introduce the hero before the audience cares.

Your homepage needs to take visitors on an emotional journey where they feel seen, understood, and supported and in that exact order.

When I work with clients through my Design Intensives, we follow a framework I call The Journey of a High-Converting Homepage. It's inspired by Donald Miller's StoryBrand approach, transforming websites from informational to intentional.

The Journey: A Homepage Structure That Converts

Here's the order that actually converts:

1. Hero Section: This is where you instantly make your visitor feel seen and understood with a clear headline about the transformation they want, a sub-headline explaining how you help, and a call-to-action.

2. The Problem: Show them you deeply understand the frustration, struggle, or overwhelm they're facing. Name it in clear, empathy-driven words. This builds the "I get it" connection.

3. The Solution: Now—and only now—introduce yourself as the expert guide who will help them succeed. Brief intro to you and how you help, highlighting your empathy, expertise, and approach. (Pro tip: It’s important to make sure this is brief as you will be sharing more about yourself on the About page.)

4. The Plan: Make the path forward feel simple and doable by showing them your 3-4 step process. This removes overwhelm and builds confidence.

5. Services/Offers: Give them a glimpse at what you offer and lead them to learn more. This isn't just a list… it's showing them how you'll help. (Pro tip: The word ‘glimpse’ is important here. As with the about section, you will be able to expand more on the Services page.)

6. Social Proof: Share client testimonials as proof that you know what you are doing and that you get results.  

7. Success/Failure: Paint the vision of what their life could look like if they work with you (and what could happen if they don't), plus a final call to action.

8. Footer: Quick links, contact info, social media icons, privacy policy.

What Happens When You Get The Structure Right

The difference this makes is dramatic.

Instead of visitors feeling confused or overwhelmed, they feel guided and supported. Instead of clicking away uncertain, they click "Book a Call" with confidence.

One of my clients told me after her website refresh: "I didn't realize how much the order mattered. Now, when people book calls with me, they already understand my approach and why it's right for them. The conversations are so much easier."

Another said, "My old site had all the same information, but rearranging it into this journey changed everything. I'm getting inquiries from exactly the clients I want to work with."

When your homepage tells the RIGHT STORY in the RIGHT ORDER, your ideal clients follow the path straight to your door.

How To Implement This Homepage Structure That Converts

If your homepage isn't structured as a journey, here's how to fix it:

1. Map out your current sections. What do you have, and in what order?

2. Compare it to The Journey framework above. What's missing? What's out of order?

3. Rearrange strategically. You might not need new content, just a better sequence.

4. Test the flow. Ask someone who doesn't know your business to visit your site. Can they explain what you do, who you help, and what to do next?

   
   

In my free guide, ‘Homepage That Converts,’ I walk you through this entire framework, complete with visual examples and a worksheet to help you map out your own homepage. It takes about 30 minutes, and it could be the difference between a website that sits there and one that actually works for your business.

Let's open the conversation:

Have you ever felt confused by a website's structure, even if it looked professional? What made it hard to follow?

P.S. Want the complete framework with visual layout examples and a step-by-step worksheet? Grab my free guide ‘Homepage That Converts’ here. It brings clarity, connection, and confidence to your homepage design in just 30 minutes.

P.S.S. Still feeling overwhelmed? Let's talk it through. I offer free 20-minute Brand & Website Breakthrough Sessions, where we'll identify the gaps and create a simple plan to address them. Book yours here.