Hello {{First name | there}},

What if I told you your website — the piece you probably think about least — might be the one thing quietly sabotaging all of your marketing?

That blog post you shared? The traffic dies when people can’t figure out what you do.

Those reviews you worked so hard to collect? Worth less if your site doesn’t back them up with credibility.

Even word of mouth? Someone looks you up, and in three seconds decides if you’re legit or not.

Here’s the tension: most business owners believe their website supports their marketing. The truth? If it’s unclear, outdated, or neglected, it’s actively undermining it.

Catch up on past series

If you’re new here, or want to revisit past topics, here’s what we’ve already covered:

Now we’re starting a new series: Build a Website That Works. This is the foundation every business needs before investing in ads, campaigns, or advanced marketing.

Real-world story

I call this the 10-Foot Rule. Imagine someone standing 10 feet away from your screen. Can they tell, at a glance, what your business does?

I’ve reviewed sites where the answer was no. The homepage was filled with stock photos and vague promises like “solutions that work.” No clear headline. No phone number above the fold. No clear call to action.

One business owner admitted their biggest frustration was constant phone calls with basic questions:
“Do you even offer this service?”
“Are you open on weekends?”

The website looked nice — but it didn’t communicate. And every piece of their marketing was weakened by that foundation. They could have stopped paying people to answer most of these questions on the phone simply by putting the answers online.

Why it matters

  • Clarity builds trust: Confusion online equals hesitation offline.

  • Google prefers clarity: Search engines reward clear headings, updated content, and obvious business info.

  • Everything else depends on it: Social, SEO, ads, even referrals eventually drive traffic back to your site. If the hub fails, the whole wheel wobbles.

Common mistakes I see

  • Leading with a slogan instead of stating what you actually do.

  • Hiding contact info in tiny footer text.

  • Filling the homepage with fluff and burying the essentials.

These mistakes don’t just hurt your website. They make every marketing dollar you spend less effective.

This week’s action (Checklist)

Run the 10-Foot Rule Test on your site:

  1. Ask someone unfamiliar with your business to look at your homepage for 10 seconds.

  2. Have them answer three questions:

    • What does this business do?

    • Who do they help?

    • How do I contact them?

  3. If they hesitate, your website isn’t clear enough. Fix your headline, add a call-to-action, and make contact info obvious.

How it fits into the bigger picture

  • In Local SEO That Works, we talked about your Google Business Profile as the “front door.” Your website is the building behind that door.

  • In Analytics Made Simple, we showed why measuring the right numbers matters. If your website doesn’t clearly invite action, there’s nothing meaningful to measure.

  • The OptSus Website Bundle exists because too many businesses struggle with this foundation. But you can start improving it yourself this week with the 10-Foot Rule Test.

Key takeaway

Your website isn’t a brochure. It’s your storefront, your hub, your foundation. If it doesn’t clearly explain what you do, who you help, and how to contact you, every other marketing effort is wasted.

Want more support while you’re doing this?

Talk soon,
Frank

P.S.
When someone lands on your homepage, what’s the very first thing you want them to do? Hit reply and tell me — I’ll help you make sure your website points them there clearly.

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