Why your website isn’t selling your expertise (and how to fix it)

You’ve poured your heart into building your business. You’ve invested in your skills, racked up experience, delivered results, and transformed lives. 

And yet your website STILL makes you feel underwhelmed sandlike it’s NOT doing your business justice. 

If you’re frustrated that your website doesn’t reflect your expertise or bring in the kind of clients who value your work and pay accordingly, you’re not alone. In fact, this is one of the biggest (and most fixable) problems I see with service-based, female founders who’ve outgrown their DIY website.

Let’s talk about why your website might not be selling your expertise and how to turn that around:

1. Your website looks DIY (even if the content is solid)

No matter how powerful your message is, if your web design looks overly DIY or clunky, it’s gonna create doubt in the minds of your potential clients. You might be incredibly skilled and experienced but if your site looks more ‘start up’ than ‘serious business owner’ your best-fit, dream clients will wonder if you’re new, doubt your ability to deliver the results you say, and question your rates.

How to fix:
You don’t need flashy bells and whistles. You need a clean, confident site that reflects your level of professionalism. Instead of trying to be clever and create a masterpiece – keep it super simple. Keep elements and sections looking consistent to create a more cohesive feel. And white space is your friend – make sure everything is spaced out (not squished together) to give off a more high-end vibe. Unless you’re a designer, save the overly stylised site until your ready to work with a pro. 

2. You’re playing it too safe

Many women in business downplay their brilliance. You use vague language, avoid bold claims, and write like you’re being marked by your high school English teacher instead of speaking directly to your dream clients.

How to fix:
Own your authority. Share specifics. Say “I help X do Y”—not “I offer support and guidance to a wide range of individuals.” Get clear on what you’re amazing at and who you best serve and then say it out loud. Because your website is the LAST place you wanna water yourself down. 

3. It’s ALL about you (Oops)

Ironically, one of the slip ups I see is websites that are a bit too focused on you. Statements like “I make awesome logos” or “I have proven copywriting experience” or “I have a masters certificate in NLP” is lovely and all…but how does that relate to your dream clients. Why does your ability to make awesome logos, proven copywriting experience, or masters certificate help THEM reach THEIR goals. 

How to fix:
Your story does matter but only in the context of how it helps your client. Every section should answer: “Why does this matter to them?” Make your dream client the main character of your site. When you the everything back to them, they’ll see YOU as the one who understands and the best choice to hire. 

4. You’re not guiding them to the sale

Imagine walking into a shop and instead of the store assistant asking you if you’re looking for anything in particular, they start blabbing about the shop history. Or every time you tried to make a b line for the product your after, the store assistant keeps redirecting you to another part of the store or asking you to follow them on IG. Awkward right? 

You might be thinking, “I have everything my dream clients need to know on my site so why aren’t they enquiring?” The issue is you haven’t mapped out a clear path that leads them to take action. Lead being the key word here. Because experts CONFIDENTLY sell. They know that by leading their people to the sale they are actually being of service because the world benefits from their offers.

Fix it:
Don’t hide your offers behind social links or sign ups. Your website should have a strategic sales flow that confidently moves traffic to the sale quickly and with ease. Each page should have a purpose and a next step and use calls-to-actions (CTAs) to prompt people towards taking that final action (like book, contact, or buy) Don’t leave people wondering how to work with you or they’ll click off your website instead.

5. You’ve outgrown it

Your business has evolved but your website hasn’t caught up. What once served you well now feels like a time capsule from three years ago. That mismatch can make you feel awkward sharing your link, let alone raising your prices.

Fix it:
If you’ve grown, it’s normal to need a website that reflects that. Think of it as updating your wardrobe after a promotion. A strong, strategic website gives you the confidence to show up, speak up, and sell at your true value.

Ready for a website that sells your expertise?

When your current site holds you back, there’s no shame in that…it’s just a sign you’ve grown which awesome! But you still deserve a site that reflects where you are now and where you’re going. A more reliable site that contributes more to your business and does more than just “look nice.” One that backs you up, books you solid, and makes it easy for even the most discerning best-fit, dream clients to say yes. 

Head over to my website services page and take a look at how you can make that happen.