Many businesses spend good money driving traffic to their website, only to lose potential customers within seconds because their message is unclear to visitors, search engines and AI tools. A confusing website does more than frustrate visitors. It turns OFF customers.
Author: Amy Holley-Cribbin, Co-Founder Nomadic UK
Many businesses assume they have a traffic problem. In reality, they have a clarity problem. They are investing in websites, SEO, Google Ads, networking and referrals, but if their homepage does not quickly explain what they do, who they help and the result they deliver, good prospects leave. And that is expensive.
Every confused visitor represents wasted marketing spend, wasted referrals and lost enquiries. If someone lands on your site and thinks, “I’m not sure this is for me,” you have already created friction. People are too busy to spend time trying to understand your business’s website. They will simply move on.
This is no longer just about human attention spans. Search engines and AI-powered tools are also looking for clear signals to understand what your business does and when to recommend it. If your message is vague, hidden in jargon or buried too far down the page, you make it harder for both people and technology to recognise your value.
Video can help solve that quickly. A short homepage video or explainer can show your service, your people and the outcome you deliver far faster than text alone. Done well, it reduces friction and builds trust.
Captions and transcripts matter for the same reason. Captions help people follow the message without sound. Transcripts improve accessibility and give search engines and AI tools the text they need to understand your offering.
So, here’s my three simple fixes you can make this month to start seeing a difference.
- Rewrite your homepage headline so it clearly states what you do, who it is for and the result.
- Add a short video that explains your offer simply. You can do this on your phone to get you started, you don’t always need to hire a video agency to make impactful video content, although, it might help!
- Include accurate captions and a transcript on every video.
Amy Holley-Cribbin, Co-Founder. Nomadic UK helps businesses turn complex products and services into clear video content that builds trust and drives sales.
