Have you ever landed on a website and just felt—uneasy?

The headline seemed to make sense but as you kept scrolling, it got more confusing. Wondering what they were selling and to whom. So you give them the benefit of the doubt and click around. Only to be left with more inconsistency.

Eventually leading you to click off the website entirely.

This is what happens when your website isn’t aligned with your company.

It usually starts like this—you created something because you needed an online presence. So you threw up the first thing you got your hands on. Over time, your message changed, your customer changed, and your business changed.

The website becomes a track record of all the previous versions of your business. What you see feels like one version of the site because you’ve experienced the transitions, but your customer hasn’t. And when they view the site, it will always feel “off.”

That “off” feeling says something about your brand. It’s a signal that you can’t be trusted. A gut reaction to what they are seeing. And if you didn’t know already, people trust their gut feeling.

Does all your marketing collateral speak the same language?

The website plays an important role in your marketing, but it’s the final manifestation of your marketing. It starts with knowing who your ideal customer is, what makes you stand out, and what problem you are solving.

Without knowing the answers to those questions deeply, you’re going to have a hard time with your website. There is a major difference between your website being in a validation stage or a growth stage.

Misalignment is the invisible sign that can make or break your website. You don’t need a complete overhaul, you need clarity. One that only comes from clear alignment of your brand identity all the way through to your sales conversations.

Without it, your website is going to cause customers to look the other way when you could be positioning yourself as the only option.