Let’s get real for a minute about websites, shall we?
I once sat in a meeting where our UX team presented a gorgeous website redesign. Beautiful animations. Stunning imagery. Award-worthy design.
Only one problem: You couldn’t figure out how to buy our product without clicking through SEVERAL pages.
Here’s a hard truth for you:
Your website exists to SELL SOMETHING.
Full stop.
- Let no UX team convince you it’s about “brand experience”
- Let no HR department tell you it’s primarily for recruiting talent
- Let no community manager insist it’s for “ecosystem building”
All those things matter… but they’re supporting actors in a movie where SALES is the star.
When you forget this, chaos ensues:
- Users bounce after 5 seconds of confusion
- Your beautiful “About Us” page gets 10,000 views while your product pages collect dust
- Competitors with ugly-but-functional sites eat your lunch
I watched a company invest heavily in a website rebuild that somehow DECREASED conversions. Why? The design team won every battle against the sales team.
To be frank: Nobody gives a damn about your parallax scrolling if they can’t figure out what you’re selling and how to buy it.
The Cost of Confusion
When your website lacks clarity of purpose:
- Navigation becomes a maze
- Engagement metrics tank
- Bounce rates skyrocket
- Content feels disjointed
- CTAs compete for attention
- Your brand message gets muddled
And here’s where I get to be the bad guy… when reviewing website KPIs, I only care about ONE thing:
Are prospects sending inquiries that convert to cash?
Not page views.
Not time on site.
Not social shares.
Not design awards.
Not even job applications (sorry, HR).
SALES. PIPELINE. REVENUE.
Next time your web team presents a redesign, ask them one simple question: “How will this help us sell more?”
If they can’t answer directly, send them back to the drawing board.
Your website isn’t an art project, it’s a sales machine. Let’s build it accordingly.