Book a 30 minute call

Crimes Against Buyable 

101 website mistakes that cost consultancies and agencies sales. We call them Crimes Against Buyable. Explore individual crimes and annotated before-and-after examples to see what goes wrong and how to fix it.

Featured answer

What is the best landing page structure for a UK consultant?

A clear proposition, an early reason to trust it, a practical explanation of the service, relevant evidence and an easy next step.

Read the answer

Crime #001

Making people guess what you actually sell.

“Unlock your potential.” “Create meaningful change.” These phrases could describe a leadership coach, a yoga retreat or a new notebook.

Read the Case

Crime #003

Describing your target audience in broad demographic terms such as “women over 40”.

That tells someone whether they fit an age and gender category. It tells them very little about whether your service is relevant to their life.

Read the Case

Crime #006

Focusing on the benefits without explaining what the customer actually gets.

More confidence. Greater clarity. A business that gives you freedom. But what are they actually buying?

Read the Case

Crime #008

Using fake urgency to rush people into a decision before they feel ready.

The countdown says enrolment closes tonight. Tomorrow, it starts again. Fake deadlines erode trust and pressure visitors into purchases they may later regret.

Read the Case

Crime #010

Treating praise from friends and family as evidence your website works for potential customers.

“Looks great.” Friends and family want you to succeed. Their feedback is encouraging, but it does not prove your website works for cold traffic.

Read the Case

Crime #013

Using clichéd stock images that make your business look generic and unconvincing.

A woman celebrates on a mountaintop. Cheerful professionals point at a laptop. Familiar stock images tell a visitor very little about why they should choose you.

Read the Case

Crime #002

Describing your customers as “anyone ready for change”.

“Ambitious people.” “Purpose-led individuals.” These sound like audiences, but tell a visitor very little about who your service is designed for.

Read the Case

Crime #004

Leaving people guessing whether they are buying coaching, a course or a community.

“Join the programme.” “Get the support you need.” But what happens once someone pays?

Read the Case

Case study

13 health coach website mistakes, before and after

A fictional health coaching landing page committing 13 Crimes Against Buyable, marked up with handwritten notes — then the same page with every crime put right.

See the page

Crime #009

Expecting people to trust your expertise when your website looks amateur.

Your service is professional. Your website has stretched images, mismatched fonts and headings that never quite line up.

Read the Case

Crime #011

Presenting everything as equally important, so visitors cannot see what matters.

Your page contains everything a potential customer needs to know. But the headline, introduction, service details and supporting information all compete for the same attention.

Read the Case

Crime #014

Using vague testimonials that praise you without helping people understand your service.

“She’s amazing.” “I can’t recommend him enough.” These comments tell a visitor that someone liked you, but very little about what they bought or what changed.

Read the Case

BOOK A CALL

Talk through your website, your goals and where you’re losing potential customers with a senior Buyable conversion expert.

30 MINUTES WITH A CONVERSION EXPERT. FREE.

Book a call

Crime #005

Making it all sound easy when the customer has real work to do.

“Attract clients effortlessly.” Promises that minimise effort can create a retention problem when customers discover the real work involved.

Read the Case

Crime #007

Making visitors watch a video to get important information.

“Watch the video to find out more.” When essential information is locked inside a video, visitors cannot scan, compare or act quickly.

Read the Case

Crime #012

Sounding like every other coach in your space, leaving people with no reason to choose you.

“A safe space to explore.” “A bespoke approach.” “Helping you unlock your potential.” When every coach claims the same qualities, a visitor cannot see why yours is the right choice.

Read the Case

Crime #015

Under investigation. New crimes are filed regularly.

14 OF 101 CRIMES FILED SO FAR