🛶 Pretty ≠ Profitable

In the far back of my closet lives a shelf lined with many pairs of gorgeous shoes that I haven’t worn in over 10 years.

👠 Cherry-red patent stilettos

👠 Black lace-covered peep toes

👠 To-die-for strappy sandals with 4-inch heels.

They’re stunning.

I can’t bear to part with them.

But I never wear them because after about 20 minutes, they transform my feet into throbbing reminders of my poor decison-making.

Tl;dr: They look amazing but utterly fail at their actual job: letting me walk.

I can’t count how many times I’ve seen this same phenomena in my 5+ years building sites.

Sleek designs, the latest animations, and sick images … that don’t do their job: bringing in clients.

The Conversion Gap problem

There’s a term for this phenomenon: the conversion gap.

It's the space between looking damn fine and actually performing.

Your website might be guilty of these conversion-killers:

🔪 Those slider images you spent hours setting up? Studies show only 1% of visitors click past the first slide. (Oof.)

🔪 Headings that sound nice but are generic – and say nothing about how you actually help people

🔪 Vague calls-to-action like “Learn More” instead of benefit-driven buttons

🔪 Walls of text that make mobile users want to chuck their phones out the window

These elements might look great on your moodboard, but they have no business on your actual website.

Pretty is not enough. (Sorry!)

The brutal truth is that the average visitor makes up their mind about your site in just 50 milliseconds.

And if they stick around? You’ve got about 15 seconds to convince 'em to stay.

When your website looks cute but isn't doing its job, you’re not just missing leads. You’re sending them right into to your competitors' loving arms.

Your website shouldn’t be an online brochure.

It’s either a 24/7 conversion machine… or an expensive hobby.

Make most important shift: Strategy First

Before you pick colors or fonts or cute graphics, you need strategic foundations:

Know who you’re talking to. Your ideal clients have specific problems, use specific language, and need specific solutions.

Your website should speak directly to them – not to everyone with a pulse and a credit card.

(Psssst the DIY Brand Roots Blueprint nails this!)

Structure for action. Your website is like a conversation with potential clients.

Each page should lead naturally to the next logical question or action. Which means you need to anticipate what they need at each step (and no, it's not always to Contact Reader).

A visitor should know exactly:

🧭 Who you are
🧭 Who you help
🧭 How you help them
🧭 What to do next

This clarity turns casual browsers into qualified leads because they get the right info at the right time.

Red flags your pretty website is letting you down

How do you know if this is you?

🚩 You get plenty of traffic but few inquiries
🚩 People contact you confused about your services
🚩 You spend hours explaining basics that should be clear from your site
🚩 Prospects consistently ask the same questions your website should answer

If this is you, PLEASE do not feel alone! I’ve helped countless business owners with these exact issues transform their beautiful-but-crickets sites into conversion machines.

Aaaaaand for a limited time I’m offering my Spruce Up Sprint as a faster, less pricey way to accomplish it.

→ It’s a targeted tune-up to take your existing Squarespace site and turn it into a smooth-running, client-attracting, brand-aligned, conversion-focused experience.

No blank pages or rebuilds required.

I've got lots more on making your site conversion-friendly

To dive deep into exactly what turns pretty into powerful, check out my full blog post. If those red flags are waving at you, you’ll definitely want to jump into the full breakdown.

And curious if a Spruce-Up might be what your site needs? Just hit reply and let me know. I’ll help ya out.

This is my stop,

P.S. These days, the go-to foot choice is either a waterproof Teva chelsea boot or my Spanish Pons Avarcas sandals.

I get compliments ALL. THE. TIME.

But I can also walk for the whole damn day without blisters.

Just like your website should be doing - turning heads AND doing its job. That’s exactly what the Spruce-Up Sprint delivers 💅

HMU if you want more info, boo.

Reader, when you're ready, here are 3 ways I can help you:

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