Why 99% Of Websites Fail To Engage Customers… And How To Be In The Top 1%






Why 99% Of Websites Fail To Engage Customers…

And How To Be In The Top 1%







Table of Contents




FREE Video Training Series

Title Page



The Promise

The Results/Benefits

The Problems/Roadblocks


The Struggle

The Success

The Myths

The Solution

The Road Map

First Impressions

Unique Selling Propositions (USP’s)

Common Scenarios

The Tips

Website Conversion Killers




Hot Tip: The Power Of Video











Copyright © 2016 Phil Adair

The right of Phil Adair to be identified as the author of the Work has been asserted him in accordance with the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this publication may be reproduced, or transmitted in any form or by any means, electronic or otherwise, without written permission from the author.























Also included with this eBook:


[FREE] AdWords Video Training Series –

Discover the step-by-step system many of my clients use to make a six-figure income plus using Google AdWords for their businesses:


[+ FreeGoogleAdWordsVideoTrainingSeries+]








I’ll see you on the inside!


Phil Adair



Advertisers have it tough. Whether you’re a small business owner getting started, or an established player in online advertising, getting your message out there has never been more competitive.


The good news? For advertisers who know what they’re doing, it has never been more lucrative either.


In today’s world, there are thousands of advertisers making a great living from having created well-structured websites. There are also tens of thousands making enough money to pay off some bills, or pay for their holiday, or maybe buy that new car.


But for those of you just getting started, or for those of you who are struggling to get of the ground, these figures are really meaningless.


The only thing that matters is what YOU can do to take charge of your own destiny.


The methods explained in this book will help you create a compelling website that will differentiate your business from the others out there. The [+ [FREE]+] [+ Video Training Series+] also included is loaded with great proven tips on how to drive the right traffic to your newly enhanced site. Free for you to implement – they’ll only cost you a few minutes of your time to implement.


Okay, let’s do this. What are you waiting for?














Before becoming an online marketer fulltime, Phil Adair lived and worked in London for 7 years working in advertising. Prior to this he had stints on building sites, worked in restaurants, sold encyclopedia’s door-to-door throughout Australia, fished in Alaska, has been a barman, doorman, film extra, and also a valet parking guy (though not necessarily all at once).


What other advertisers are saying about Phil Adair:


“They might appear overly simplistic, but I really saw results happening almost immediately.” I have been really satisfied with the turnaround. I have gained loads more customers and my business is growing again thanks to using the right psychology.”


Keith Arbitrage


“Phil’s methods really helped us and continue to do so. We also lowered our Google spend dramatically. Great steps made in reducing those wasted clicks. These tips have definitely been the most important part of getting our antique business found online.”


Julie M. Bruce


“I would highly recommend to anyone to go ahead and apply these principles to their own website. They created a great revenue stream we didn’t even realise existed…”


Ray Davis





This book is a result of numerous conversations and meetings I have personally had with numerous clients over the years. Many who had become disillusioned with the lack of results they were achieving from their own websites.


How do you stop your visitors from fleeing in a hurry after they land on your page? If you’ve never found the answer to that question – then let’s aim to fix that for good. If you’re not achieving the results you desire, then you’re in a good place.


I promise that if you apply these principles to your own site, your customer base will grow and they will keep on coming back for more. Why? Simply because these proven psychological triggers that are the foundation of all successful websites. Triggers that have been working for those who applied them and they will also work for you.


This is an invalauble set of tools that you can use repeatedly with your website, landing pages or promotions…The formula simply never gets old.




The results you will achieve by applying these principles will be huge. Imagine what would happen if your site became truly compelling and you actually could learn how to increase engagement from your visitors? If you take the time to develop and work on this area of your site, you really will start to “move the needle” and create a much better business.


How does that sound? Pretty good right? What have you got to lose? If you’re currently not seeing the results you’re after, then let’s begin, and start turning things around.








If you’ve ever decided to create a website and begun the process of selecting a web designer, once this is done, you now are presented with the arduous task of having to provide to them all of your content. No one knows your business or brand as well as you do, so by default your designer will assume your content rocks and that they will just be inserting it into the appropriate areas.


Once your new shiny website is launched, there is much anticipation as you imagine your existing and new clients engaging with you more, the enquiry levels rising and the phone ringing off the hook… More often than not though this can become more of a period of instrospection and maybe even some self doubt will begin to creep in.












“The best ‘To do list’ for any website period, new or existing – hands down!” Just do it.”


Tara Johnson, Business Owner, Melbourne.



“This list should be mandatory for anyone out there who really wants to engage their clients”


David Harvey, Web Designer.


“Easily explained so anyone can understand and apply to their own business.”


James Wedmore, Online Marketer Sydney.













My own struggle in learning the skills necessary in developing an engaging website when I first started outmay be very similar to yours. I agonised for weeks over colours, layout and content. It became overwhelming. Sometimes I would approve something one day, and then completely change it a few days later!


My web designer was good at what he did. No problem there, though a good analogy to use is this: If you were building a house, you would use a builder wouldn’t you? When you decided to sell that house, would you ring the builder and ask him to market it for you? No, you would use a real estate agent.


The same applies to websites. Understanding website psychology is definitely the most important skillset you must master if you want to really build your brand and see it flourish.










Once I had successfully mastered this area of applying web psychology to my own sites, I witnessed a dramatic shift in their success. Rather than focusing on what looked good visually, (I decided to leave this area to my designers) I just concentrated on ‘engagement.’ I devoured everything known to man on just how to do this.


These strategies will help you to thrive in an increasingly competitive landscape. Used correctly they will steer your performance in the right direction.


These strategies you are about to discover has been used over and over again. Why? Because they work. If you follow these principles, you will begin to see amazing changes to your business and your brand.


I am going to spell out for you exactly the steps required so you can create your own engaging website.




Sometimes we doubt we have what it takes to create a highly interesting website. We might have best product or service out there, though for some reason, we miss the ability to convey this information to our audience. Isn’t that best left to copywriters or gurus in this area?


Well, the absolute truth is this: You can do it. No one knows your business as well as you do. You just need to unlock the most potent method of showing off you wares.


It is a travesty that your content won’t get fully absorbed if you don’t present it in such a way to make it interesting. Overlook this area and you will have done a lot of work for very little return.


We need to step back a little first before we jump in. This will allow you to fully grasp the power behind the simplicity.








All of us require reassurance when we visit a site for the very first time. In fact, if things don’t compute almost immediately when I land on a new site, I’m gone! I’m sure you’re no different. Just click away to another site with a similar offering. It’s very easy to do.


What makes us leave and what makes us stay?


Now that’s a question worth investigating… And one definitely worth answering. So without further adieu, let’s get started.











If you follow and stick to these proven principles you will succeed.


Stray too far from them and you’ll be scratching your head wondering what went wrong…






p<>{color:#1F497D;}. Have a consistent logo and tagline with your banner on each page


p<>{color:#1F497D;}. Can I grasp within 5 seconds exactly what your site it about?


p<>{color:#1F497D;}. Make your content easy on the eye and not overly complicated.


p<>{color:#403636;}. What is your unique selling proposition or USP? (Read this “Hot Tip” first….





Unique Selling Propositions


Lots of clients I meet with confuse a unique selling proposition with a business tagline. Though they are definitely not the same.


A tagline is a simple representation of your brand. The objective here is to draw attention.


On the other hand, your unique selling proposition or USP is a business differentiation that is designed to be the reason a customer will want to buy your product or service.


Creating your own great unique selling proposition can be tough. I won’t pull any punches there. Trying to encapsulate in a few words exactly what you do can be hard, though it’s a must for your business. If you don’t have a competitive advantage, it’s best not to waste your time and resources.


It can be very difficult for many business owners (myself included) just how to articulate in a smattering of words why their business is truly unique. Trying to win against your competition without good business differentiation can be an exercise in frustration.


Work on your USP. Experiment with different versions and you will arrive at the best one.


Its only objective is to market in a way that makes the product or service stand out, pure and simple.


Crafting your own USP is going to require much thought. It most likely won’t fall in your lap. You will need to think long and hard about this one.


Here are some very famous ones which will give you some hints on how to write yours:


"You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free."

Domino’s Pizza”


“When your package absolutely, positively has to get there overnight”



“The King of Pop” Michael Jackson


The Greatest Show on Earth” Barnum and Bailey Circus


“The World’s Favourite Airline” British Airways


“It’s the real thing” Coca-Cola


“Diamonds are forever…” DeBeers


“The ultimate driving machine” BMW


“The best a man can get” Gillette


“We’re Number Two. We Try Harder.” Avis


“The milk chocolate that melts in your mouth, not in your hand” M&Ms


“You Too Can Have A Body Like Mine” Charles Atlas


Final thoughts on USP’s


Take the time to create your USP and you will stand out from the crowd. Better to do this than to be a rudderless, nondescript, unappealing business that feeds solely upon the sheer momentum of the marketplace. That’s a bit brutal, though it’s true!


Building your brand with nothing unique won’t distinguish you from the crowd. There’s nothing distinctive. When you promise no great value, benefit, or service – or just say “buy from us” for no justifiable, rational reason, you become just one of the crowd.


Be ethical. Be good. Follow the guidelines above and you will stand out!


You know I’m talking about first impressions here.


Have you really given any serious thought as to what could be keeping your website from being as good as it could possibly be? In other words, what’s holding you back?


Do you fully believe your site presents itself in such a way that maximises every opportunity available to create growth for your business?


Let’s start with by looking at a very common scenario:


Imagine there’s a decent amount of competition out there for your product or services, which I’m guessing there more than likely already is.


You know your competitors and they are probably aware of you.


The trick is to work out how to differentiate and promote your service or product to the the very best of its ability so your site is the one the potential customer keeps coming back to again and again and not your competition.


What it is about your content that makes the sale? Why do I choose you over your competitor?


What we’re doing here is being self-critical about our offer by probing and asking important questions.


What problem do you solve for your customer?


What benefits does your product bring?


How’s it going to be different?


Can I be trusted? i.e. Does my site build confidence?


Then ask yourself these highly important questions:


p<>{color:#1F497D;}. Is your offer better?


p<>{color:#1F497D;}. Is your product better?


p<>{color:#1F497D;}. Why am I not getting the results I’m after?


p<>{color:#1F497D;}. Am I communicating my offer properly to the market place?


p<>{color:#1F497D;}. Am I correctly applying sales pyschology on my website?


More often than not it comes down to how you presented your offer in the first place.


Let’s begin with what not to do. If your frustrated by visitors to your site not hanging around for long, and you’re struggling to work out why this is continually happening, here are some important questions your should be asking yourself…


Your goal here is always to increase your website conversion rate and generate more leads.


When we follow these principles and diligently follow the formula, we start to see change.


Many websites try and re-invent the wheel, though since the internet arrived on our collective doorsteps in 1989, sites that have succeeded are the ones that easily laid out and follow a familiar format that is structured, understandable and contains content in an easy to understand fashion.


Your audience wants efficient information packaged in way that allows them to make their decision easily.


A visitor wants to get from point A to point B as quickly as possible with a minimum amount of fuss.


Over complicate the message and you will do so at your own peril. If it’s not clear, they will find somewhere else to navigate to


When we make them compliant, conversion tends to jump by anywhere from 15% to 50% overnight.


While every website is different, most websites don’t comply with this checklist.


This checklist is something you can apply to your business over and over again.




The tips for success I would like to impart to you before you start taking action are to read through these and to put yourself in the same position mentally as your site visitors.





Is your Unique Value Proposition clearly understandable within 5 seconds of arriving on your home page?




Do you idenfity the target prospect in the first screen above the fold (or is it obvious who the target prospect is?)




Do you speak in terms of problems you solve and results you create (not just about product and services)?




Do you highlight your most powerful differentiated benefits, or do you only mention the benefits all your competitors offer?




Do you feature MULTIPLE different proof elements to help boost the persuasive power of your website.




Do you feature clear next steps (offers) that align with your overall value proposition





p<>{color:#1F497D;}. Do you offer a mechanism to capture the prospect’s email address?


p<>{color:#1F497D;}. Do you offer something of value in exchange for the email address?


p<>{color:#1F497D;}. Is it obvious how to opt in to your email list? (e.g. popup, prominent form, inline form etc.)


p<>{color:#1F497D;}. Do you follow up with at least 7 email autoresponder messages after the prospect subscribes to your email offer?


p<>{color:#1F497D;}. Is your contact page clearly visible and easily navigable from every page?


p<>{color:#1F497D;}. Do you tell the prospect what will happen after they contact you?


p<>{color:#1F497D;}. Do you build the value behind contacting you? (for example, with a structured offer such as this Online Marketing Strategy Session)


p<>{color:#1F497D;}. Do your contact forms plug directly into a Customer Relationship Management (CRM) system so they can be managed efficiently?









p<>{color:#1F497D;}. Do you have a consistent logo and/or tagline in a persistent banner?


p<>{color:#1F497D;}. On your homepage – can a new user understand what you’re about within 5 seconds of visiting your site?


p<>{color:#1F497D;}. Is the design clean and easy on the eye (not overly busy or complicated)?


p<>{color:#1F497D;}. Are your most powerful benefits and biggest proof elements ABOVE the fold?
















p<>{color:#1F497D;}. “Slideshows” aka carousels for displaying content – especially on the home page


p<>{color:#1F497D;}. Image-heavy backgrounds that make text difficult to read

Small fonts


p<>{color:#1F497D;}. Auto-scrolling or flashing page elements – they cause “banner blindness”


p<>{color:#1F497D;}. Low contrast colour schemes – especially for text


p<>{color:#1F497D;}. “Parallax” website themes – the ones where content appears to slide over the background instead of scrolling normally


p<>{color:#1F497D;}. Hyperlinks that are not visually distinct from other text


p<>{color:#1F497D;}. Overly prominent social media links that send people away from your site ( this will depend on your industry and the role social media plays in your conversion process)


p<>{color:#1F497D;}. Irrelevant and/or cheesy stock images – often referred to as business porn! (Does every image help – not hinder – conversion?)






• Do conversion pages (e.g. service pages or landing pages) start with a benefit-rich headline?


• Is the content highly focused on the intent of the incoming visitor?


• Do you feature a response device (e.g. form) ABOVE the fold?


• Do you break up text into subheadings, bullet points, numbered points etc?


• Have you added a Call To Action (CTA) to the bottom of each page?


•Have you REMOVED irrelevant sidebars or other offers from the page?


• Have you used captions to explain or emphasise the value of key images?

• Does each page focus on promoting a single next step (or closely-related set of next steps) – not a range of disconnected offers?


• Have you removed big footers with lots of links?


• Have you tested removing the menu bar?


• Is there an opportunity to add further offers to key thank you pages? (e.g. add a consultation offer to the thank you page of your opt in offer)






• Do you speak in terms of BENEFITS to the user?


• Does the text feature the word “you” a lot more than “I/we”?


• Do you follow an overall AIDA structure? Attention > Interest > Desire > Action


• Read the copy out loud. Where do you stumble? Fix that bit.


• Do you clearly explain what the next steps are for the prospect? (Call To Action)





• Do your forms feature a relevant headline and/or sub-headline that builds value?


• Do you have enough fields to get the information you need, without collecting information you don’t require?


• Does your form have a benefit-driven action button (not “SUBMIT”)


• Does your form feature a privacy policy?


• Does your form feature helpful tool-tips to aid the user (e.g. if you have a minimum character length for passwords, tell the user before they submit the form, not after they have unsuccessfully tried to submit it)


• Do your thank you pages acknowledge the submission and confirm the next steps?







• Are your fonts large and legible?


• Do you have a clear hierarchy of font sizes for headlines and body copy?


• Have you used bold, italics etc to draw attention to important phrases?


• Are hyperlinks clearly visible as such?


• Are your fonts high contrast? No light grey text on a white background, please.




• How does your site look on a mobile phone/tablet?


• Do your offers/optins / forms work on a mobile?


• Is your website mobile friendly? Test it on Google’s free mobile-friendly tool.



One of the best ways to engage your customers is with video. If you can talk, you can make a video! It’s easy to do. People love watching videos that add value.


Avoid the “Welcome to my website” which is just plain boring. Instead add real value about your products or services and they’ll keep coming back for more.


Videos convert like crazy! Remember to be yourself. Don’t make them overly long.


You can use videos anywhere on your site. Homepage, about us page, special offers. The list is endless.


If you’re camera shy, just keep doing it. You will get better!


[+ [FREE] VIDEO TRAINING SERIES+] – Get the step-by-step

system I use to make a six-figure income using

Google AdWords for my business:


[+ Free Google AdWords Video Training Series+]








I’ll see you on the inside!


Phil Adair

Learn more with Hot Clicks Pay-Per-Click Advertising


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If there’s anything I can help you with, or if you just want to talk business, I look forward to hearing from you.


You can reach me at [email protected]


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I won’t crowd your inbox – and you can unsubscribe at any time.


Have a good one!


Phil Adair

To have your PPC account audited, or to talk to a paid search professional, contact Phil Adair directly at:

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428 George Street, Sydney, NSW 2000


Ph: 1300 553 932


E: [email protected]


W: www.hotclicks.com.au



Why 99% Of Websites Fail To Engage Customers… And How To Be In The Top 1%

Advertisers have it tough. Whether you’re a small business owner getting started, or an established player in online advertising, getting your message out there has never been more competitive. The good news? For advertisers who know what they’re doing, it has never been more lucrative either. In today’s world, there are thousands of advertisers making a great living from having created well-structured websites. There are also tens of thousands making enough money to pay off some bills, or pay for their holiday, or maybe buy that new car. But for those of you just getting started, or for those of you who are struggling to get of the ground, these figures are really meaningless. The only thing that matters is what YOU can do to take charge of your own destiny.

  • ISBN: 9781310257667
  • Author: Phil Adair
  • Published: 2016-07-08 23:50:11
  • Words: 3756
Why 99% Of Websites Fail To Engage Customers… And How To Be In The Top 1% Why 99% Of Websites Fail To Engage Customers… And How To Be In The Top 1%