This Can't Be That Hard Podcast: Episode 316 - Why Your Website Isn’t Converting (and How to Fix It) with Caitlin Teixeira

Host: Annemie Tonken
Guest: Katie Means, Founder of Katie Means Business
Release Date: May 13, 2025

Introduction

In Episode 316 of This Can't Be That Hard, host Annemie Tonken welcomes Katie Means from Katie Means Business to discuss the critical factors that influence website conversion rates. Annemie shares her personal journey of redesigning her website with Katie and the positive impact it has had on her business over the past year.

Annemie's Experience with Website Redesign

Annemie begins by reflecting on her initial uncertainty regarding the reception of her newly redesigned website, created by Katie. She highlights the challenges she faced with her previous website, including high bounce rates and visitors struggling to navigate to the content they needed.

“I was having a much higher bounce rate, drop off rate, whatever you want to call it, where people were kind of showing up and they didn't know how to find the things that they needed to find.”
— Annemie Tonken [00:00]

Despite her efforts to make her messaging clear, Annemie realized she was missing subtle elements that guide visitors seamlessly through the site. A year later, she enthusiastically confirms that Katie’s design has significantly improved her website’s performance.

Katie's Approach to Website Design

Katie emphasizes the importance of translating a business’s energy and values into its website. She believes that a website should not only look and feel authentic but also be strategically designed to achieve specific business goals.

“When you take somebody and hear them and understand you as a person and what you do and how you want to show up in the world and then distill that and turn it around and translate it into website form...”
— Katie Means [06:05]

Katie shares her philosophy of creating websites that are both visually appealing and functionally effective. She underscores the necessity of technical soundness, strategic planning, and brand representation to ensure a website accomplishes its intended goals.

Strategies for Effective Websites

Tailoring to Business Goals

Katie explains that the design strategy for a website should align with the specific goals of the business. She differentiates between various business types:

• Service Providers: Focus on building trust, demonstrating value, and ensuring clarity to encourage clients to hire them.
• Content Creators: Organize extensive content in a user-friendly manner, making it easily searchable and engaging.
• Nonprofits: Aim to activate volunteers and engage donors through compelling storytelling and clear calls to action.

“If your main problem in your business is I need more clients, we're going to focus on the tried and true best practices that help your website convert visitors into clients.”
— Katie Means [15:54]

Building Credibility

Katie introduces the concept of "credibility boosters" and "credibility blockers." She advises minimizing factors that undermine trust while maximizing elements that enhance it. Examples include clear messaging, testimonials, professional design, and accessibility.

“We're trying to limit those credibility blockers. Right. And stack as many of the credibility boosters as we can.”
— Katie Means [27:34]

Annemie adds that small details, both verbal and non-verbal, significantly impact a website's credibility. She compares it to meeting someone in person, where first impressions are formed based on various subtle cues.

“It's not just helpful, it's super important to understand that it's not just the parts. It really is the sum of the parts...”
— Annemie Tonken [34:04]

Balancing Aesthetics and Functionality

A recurring theme in the discussion is the balance between a website’s visual appeal and its functional effectiveness. Annemie shares her initial hesitation to delegate website design, fearing that her artistic vision might be compromised. However, Katie successfully integrated Annemie’s creative vision with practical elements that enhance user experience and conversions.

“When both of those pieces of the puzzle come together, when both sides of the coin match, like Chef's kiss, I feel like those are the websites that are like, not only is it gorgeous, but it’s delivering.”
— Katie Means [32:13]

Katie emphasizes that a beautiful website must also be user-friendly, accessible, and aligned with the business’s objectives to truly convert visitors into clients.

Practical Takeaways

1. Define Your Business Goals: Understand what you want your website to achieve and tailor the design strategy accordingly.
2. Enhance Credibility: Use testimonials, clear messaging, and professional design elements to build trust with visitors.
3. Optimize User Experience: Ensure your website is easy to navigate, accessible, and provides a seamless journey for users.
4. Balance Design and Functionality: Create a visually appealing website that also meets technical and strategic requirements for conversion.
5. Collaborate with Experts: Partner with professionals who can bring both creative and strategic insights to your website design.

Conclusion and Resources

Annemie expresses her gratitude for Katie’s insights, emphasizing the importance of viewing a website as a cohesive whole rather than a collection of individual elements. She encourages listeners to consider the holistic impact of their website design on their business success.

“If you feel like your best foot is forward in the world, it changes the way that you show up...”
— Annemie Tonken [34:04]

Katie Means concludes the episode by inviting listeners to connect with her on Instagram @katiemeansbusiness and to access a free mini podcast series titled From Service Provider to Trusted Expert, which offers seven website wins to help build authority and book clients.

“This is going to help position you as a go-to choice in your field world.”
— Katie Means [34:51]

Listeners can find Katie’s freebie here.

Resources Mentioned:

• Katie Means Business: katiemeansbusiness.com/expert
• Annemie Tonken's Website: thiscantbethard.com
• Instagram: @katiemeansbusiness

Notable Quotes:

• “If you feel like your best foot is forward in the world, it changes the way that you show up...” — Annemie Tonken [34:04]
• “When both of those pieces of the puzzle come together, when both sides of the coin match, like Chef's kiss...” — Katie Means [32:13]
• “We're trying to limit those credibility blockers. Right. And stack as many of the credibility boosters as we can.” — Katie Means [27:34]

This episode provides invaluable insights for photographers and service-based business owners looking to optimize their websites for better conversion rates. By combining aesthetic appeal with strategic functionality, Annemie and Katie demonstrate how to create a website that not only attracts visitors but also converts them into loyal clients.