Help cause-driven companies stand out online

We've built processes that help cause-driven companies stand out and sell better on their websites.

Learn more
‘Creative Insights’ blog

Our ‘Creative Insights’ blog

Sharing our journey, opinions and thoughts on what it takes to create impactful, long-lasting websites. Since 2009.

Visit the blog
’Marketing Isn’t About You’

Our latest book

If you’d like to read about timeless marketing systems, ’Marketing Isn’t About You’ is now available on Amazon.

Learn more
Adam CEO

Adam is an English entrepreneur and philanthropist, and the founder of the Fairhead Group. He founded the Fairhead Group to serve cause-driven companies, with the mission of “helping difference makers make a difference." Adam also loves cycling, and can often be found riding his bicycle along the beach.

Denis CTO, Creative Team

Denis is the Lead developer, Chief Technical Officer of our Creative Team, and the brains behind the BuiltForImpact Platform. He's a resident bug hunter who loves nothing more than forcing a browser to do his bidding. Denis loves the Mediterranean, and when possible likes to do his coding from a beachside patio.

Matt CMO, Creative Team

Lead copywriter and Chief Marketing Officer of our Creative Team, Matt has always had a love for words. Writing great copy isn't work for him–it's his playground. When not in the office, Matt can be found in vintage bookstores or pursuing his passion for meditation in the forests of Canada.

Veli COO, Creative Team

Lead Project Manager and Chief Operations Officer, Veli makes sure all projects are on track, deadlines are met and deliverables are top performance. She is also the principal liaison between the FC team and the clients. Veli loves reading, learning new things, and taking long vacations on exotic places. In her spare time she loves cooking, going to the gym and doing yoga.

Decorative image

Subscribe to Meaningful Marketing blog

We’ll send you no more than one email per week with our latest blog content to help you have an impactful, long-lasting website.


We promise not to spam you, track any identifiable activity on our website, or use email open/click activity. Privacy Policy

“Selfish” Website Mistakes That Turn Away Customers

I’m talking to you, difference-maker.

Post thumbnail

I’m talking to you, difference-maker.

Over the past few weeks, my team and I have been reviewing a ton of websites.

Through this process, we came across something funny:

Problems never seem to change.

All of the sites struggle from recurring issues. This problematic cycle then perpetuates the site’s marginalized results from one company to the other.

That’s why we’ve decided to briefly show you the results and solutions we’ve found – so that you can avoid making these same mistakes on your own site.

If you’re a cause-driven, ethical B-corp or sustainable company, looking to stand out, sell better and make a greater impact, you must make sure you have these points covered.

1. Visitor Self Recognition

The first thing sites often miss is a sense of self-recognition for visitors within the site.

This stems from the common mistake of not realizing that their target audience is actually looking for them, and therefore looking for themselves on the page.

The truth is, your target audience is looking for a problem they have,  for the solution to this problem, and for a straight line between those two points.

So how can you tell if you’re a victim to this execution error or not?

Your Audience’s Problem

First, ask yourself how many of the copy on your webpages is about you versus the problem that your audience is facing. If you find that more than 20% is about your company instead of your target audience, then you have to switch it around.

If you find this 20% execution error within your site, you’ve found the reason why it’s only creating a fraction of potential leads, customers, patients or whatever it is that you’re looking for through your site.

Reminder: Don’t worry about the way forward. At the end of this article, I’ll include some links to help you solve these problems for free.

What Your Audience Wants

The second way to tell if you’re creating issues yourself is whether or not the offer on your page is designed to get what you want or what your audience wants. Again, this is a super common mistake that we see all the time.

Let’s say your offer is to buy something or sign up for a nondescript free consultation or something similar, these are examples of what you want people to do. This is based on your business growth. However, as we’ve discussed, when people visit, they aren’t ready to make a sale and no one wants a free consultation.

They just want their problems to disappear.

So, make sure your offers are designed around your audience, not around you. We’ll look at actionable solutions to this problem soon.

Audience Aesthetics

The third point to watch out for is if your site was designed around what you want it to look like as opposed to what you think your audience wants it to look like.

Since you’re not your customer, the site shouldn’t be designed around you. Instead, it should be designed around the people you want to serve. If not, your audience won’t be able to see themselves on your site and therefore won’t feel encouraged to make an action you want them to take.

2. Self Elevation

This may sound strange… but hear us out.

If you’ve set up your website properly, then whenever a visitor reads a bit of your page, they’ll likely say to themselves, “Oh my word, these guys get me better than I do!”

If this has ever happened to you, you’ll likely remember it.

Wouldn’t it be nice to be remembered in a way that creates a sense of self-elevation within your visitors when they come to your site?

When you master the ability to elevate a message to a level beyond which they have been able to articulate themselves and match that elevated feeling with copy and design that’s specifically for them, your audience is able to say, “ Yup, these guys understand exactly where I’m at. Maybe even a bit better than I do. Where do I sign up?”


So, this is how you can tell if you’re doing this properly.

“Feeling” Language

The first way to tell if you’re approaching your audience properly is to try and find “feeling” words on your site.

If you can’t find any, you’re likely causing issues for yourself.

This is because the way your visitors experience your site should match the way they experience their problem – and usually, that experience involves emotions.

Decisions are made emotionally, not just logically. Buying decisions are actualized with emotions and then rationalized with logic.

Therefore, it’s safe to say that if you don’t have “feeling” words on your site, you didn’t elevate the message.

Excess Pages

If your site has a lot of pages you may be lacking visitor self-elevation. This can also happen if your target audience is asked to click through pages, figuring out messages for themselves.

If you’re forcing your visitors to click all over your website, then it’s difficult to lead them through the proper stages of the journey. It’s similar to giving your audience a jigsaw and saying, “figure that out!”

Unfortunately, this is what many websites do these days.

The proper way to approach this situation is by having a single, longer page that takes the visitor through:

  • Pattern interruption
  • An understanding of their problem
  • An understanding of the solution
  • Building a bridge between those two worlds
  • Showing the mission
  • Helping them take action

With this layout, you can be far more confident that you’ll connect with your audience on an emotional level while inspiring and encouraging them to take action with you by their side.

There is one exception to this rule: E-commerce sites.

These sites obviously need to have more pages because they’re going to have more products, and more stories to tell.

However, even in those cases, you can find a similar situation.

Each of those product pages needs to tell their story – a story that’s not just about the product. What about the buyer, or the potential buyer? This is a story as well, a story besides the product.


People discount their products whenever they’re unable to shift them. However, people can’t shift their products if they’re unable to connect with their target audience deeply enough.

So, if you’re negotiating on price, struggling to decide on a good price or if you’re simply confused about pricing, then that likely means you’re not connecting with your audience through your website.

Your Solutions

So, now that we’ve gone over two high-level points and subpoints your website needs in terms of words, design, offer and structure in order to stand out, sell better, make greater impact, through a cause-driven, sustainable, ethical or B-corporation company, it’s time to look at some tangible solutions.

We offer free training that covers the points we’ve discussed in greater detail, along with a step-by-step explanation on how to make these tweaks happen on your site.

So, if you consider your site to be important to your business, do it a favor and head here to gain access to our free YouTube training video and begin fixing your site and developing more traffic today.

Once you’ve watched the video, you can then spread the inspiration by sharing it with other difference-makers who also need their content to stand out, sell better and make a greater impact in the areas of the world they’ve chosen to take responsibility for.

Fairhead Creative is, hands down, the best relationship I’ve ever had. They are always on top of our projects and quickly turnaround beautiful work. I can’t even imagine ever using anybody else. 😄

Author's photo

Like the insights?
You might like our work.

Working on standing out? Selling better? Making more of an impact? Great! We’d love to learn more about you and your work.

Take a peek at what we’ve been working on, and if you like what you see, get in touch.