Q: I just redesigned my website — why isn’t it converting?
A: Short answer? Because a new website doesn’t automatically fix a broken customer journey. It might look better, but it doesn’t necessarily work better.
Let’s break it down:
Q: Isn’t a redesign supposed to improve performance?
It can — if it’s grounded in strategy, not just surface-level design. But most redesigns focus on what looks good to the business, not what feels right to the customer. And customers don’t convert because a site is pretty. They convert because they trust you. Your redesign needs to remove friction, build credibility, and answer the buyer’s unspoken question: “Will this make my life better?”
Q: What’s the biggest mistake you see in site redesigns?
Not planning your content first. Cardinal sin. And most website companies and designers completely neglect this.
When figuring out what you’re going to say comes last, you miss the crucial piece that website visitors need to immediately understand what you’re offering, and to stick around for more.
Sure, we “eat” with our eyes first, and we all have to look the part, but your visitors need to know if they’re in the right place for what they’re looking for.
If they can’t understand that in 10 seconds or less, they’re gone. No matter how pretty your site looks.
Q: Is it my CTA (call to action, i.e. your buttons)?
Our data shows us yep, most likely. Around half of the businesses we work with ask for the sale too early.
Think of it like dating. You wouldn’t propose marriage at the first handshake. But that’s exactly what most websites do. “Buy now.” “Book a demo.” “Get started.” All within the first ten seconds. No warmth, no rapport, no proof.
People convert when they feel confident. Your job is to walk them through that journey — not push them off the cliff.
Q: Could it be a messaging issue?
Almost always.
Most teams write copy that sounds good to them — but doesn’t match how customers actually think or speak. That’s why voice-of-customer research is critical. If your site isn’t using the language your buyers use, it’s not resonating. And if it’s not resonating, it’s not converting.
Q: We thought simplifying things would help — could we have gone too far?
Potentially. Simplification is good, but sterilisation isn’t.
In an effort to reduce friction and appear “professional”, many redesigns strip out all personality, all emotion, all reasons to care. You end up with a minimalist brochure that says all the vague things...and nothing meaningful. Humans need more than clarity — they need connection. If your site is clear but forgettable, it won’t perform.
Q: What about setting expectations? Does that affect conversion?
Massively.
Conversion is largely about meeting or exceeding expectations. If your website over-promises and under-delivers — even slightly — it creates distrust. One disappointed user won’t just leave… they’ll tell others. Research shows one bad experience can drive future buyers directly to a competitor.
So: under-promise, over-deliver. Every time.
Q: We redesigned around aesthetics — should we have prioritised something else?
Yes — flow. User flow, specifically.
The most successful websites aren’t designed like billboards — they’re designed like maps. They guide the visitor from first glance to confident decision. That means strategic content hierarchy, persuasive proof, trust builders, and repeat calls to action — all in the right order.
Behavioural science shows us that the emotional stages we go through to make a decision are consistent. Repeatable. Predictable. This is the whole premise at the core of RAMMP.
Design is there to support this journey — not lead it.
Q: We focused on getting leads. Should we have done more post-conversion?
Absolutely. This is where so many businesses fall short.
Too many websites stop prematurely: get the lead, push the buy, done. But high-performing brands think in flywheels. Every satisfied user becomes fuel for the next — via reviews, referrals, and repeat business.
If your site isn’t using this wheel—think strategically placed testimonials or user reviews, case studies or customer stories, and then beyond to how you communicate and onboard once they buy and book—you’re missing half the opportunity.
Landing the commitment, like having the wedding ceremony, is only half the battle.
Q: So what should a redesign focus on?
Three things:
Customer language – Speak your buyer’s language, not your brand’s.
Conversion flow – Guide people through trust milestones before asking for action.
Post-conversion momentum – Keep the relationship going after the click.
Everything else — design, colour, layout — amplifies and enables this, and contributes to you being remembered over every other choice out there.
Final advice?
Don’t treat your website like a brochure. Treat it like your best salesperson — one who listens, understands, reassures, and earns the “yes.”
And if you’re not sure why people aren’t converting? Run a RAMMP Diagnostic. The data’s in their clicks — and in their silence.
