I speak to a great many founders who are frustrated with their paid advertising. They are spending money, the clicks are arriving, and yet the enquiries are not. They ask me, almost always, to fix the adverts.

Almost always, I have to tell them gently: the adverts are not the problem.

Imagine sending a beautiful, carefully written invitation to someone you very much hope will become a friend. They receive it, they are intrigued, and they make the journey to your door. And then they step inside and find a room that is cluttered, poorly lit, and faintly unwelcoming. Before they have even removed their coat, you ask them to sign a contract.

That is the experience of most business websites. The invitation is lovely. The room is not ready.

Before a single pound is spent on advertising, the more important question is always what happens when someone arrives. Is the experience clear? Is it warm? Does it answer the questions they are too polite to ask aloud? Does it make them feel, in some quiet way, that they have come to the right place?

Get the room right first. The guests will follow.

With warmth, Mimi

Frequently Asked Question

Why is my website traffic not converting into leads?

Website traffic fails to convert when the landing page experience does not match the promise of the advert. If the page is confusing, overwhelming, or asks for a commitment too quickly, visitors will leave. A high converting website must feel clear, safe, and psychologically welcoming.