Have you ever looked at your website and wondered why it isn’t converting?
Maybe people are visiting and sticking around for a bit, but they’re not clicking, buying, or booking.
Often, the problem isn’t your design. It’s your messaging.
Today’s guest, Josh Allen Hull, is a coach, messaging strategist, and storyteller who helps business owners craft words that move people to action.
In this conversation, we discuss why so many websites fail to convert, how to simplify your message so visitors instantly know they’re in the right place, why vague calls to action like “Learn More” may be costing you sales, and how his PEACE Soundbites framework helps create messaging people actually remember.
Let’s Recap: The Words Your Website Is Missing with Josh Hull
Most websites don’t struggle because of bad design. They struggle because the message makes visitors work too hard.
When someone lands on your homepage, they’re looking for immediate clarity. In just a few seconds, they’re trying to answer three simple questions:
- What is this?
- Is it for me?
- What do I do next?
If your headline reads more like a résumé, mission statement, or list of credentials, visitors have to work harder to understand what you offer. As cognitive load increases, conversions decrease.
The solution is often simpler than business owners think: make your messaging easier to understand.
Simplify Your Website Copy
A stranger should be able to understand your offer in five seconds or less.
Effective conversion copy uses clear, everyday language. It quickly identifies the problem you solve and makes the next step obvious. Visitors shouldn’t have to decode industry jargon or sort through paragraphs of explanation before understanding how you can help them.
If your website traffic is consistent but leads and sales remain low, the problem may not be your design, platform, or tech stack.
More often than not, it’s messaging that’s too close to your expertise and too far from your customer’s everyday language.
The Hidden Problem with “Learn More”
Another common conversion killer is the soft call to action.
Buttons like “Learn More” and “Click Here” may sound polite, but they don’t clearly tell visitors what happens next. As a result, people hesitate instead of taking action.
High-converting websites use direct calls to action that align with the visitor’s intent, such as:
- Download the Guide
- Join the Program
- Book a Call
- Buy Now
Direct doesn’t mean pushy. It means reducing decision fatigue and helping people move forward with confidence.
Build Your Website for Both Emotional and Logical Buyers
Not everyone makes decisions the same way.
Some visitors make quick emotional decisions, while others need more information before they’re ready to act. That’s why your website should become more detailed as visitors scroll.
Think of your page as being “bottom heavy.”
Start with a simple, compelling headline at the top. Then guide visitors through:
- The problem they’re experiencing
- The outcomes they want
- The transformation you provide
- Your process
- Proof and credibility
- Deeper details for those who need more information
This structure keeps the first screen easy to process while giving logical buyers the information they need to feel confident.
The PEACE Soundbites Framework
One of the most valuable messaging frameworks discussed in this conversation is PEACE Soundbites, a simplified approach to creating StoryBrand-style clarity.
The concept starts with a simple observation:
Most businesses have a front door and a porch, but they forget the front steps.
Those front steps are short, curiosity-driven soundbites that invite the right people closer while helping the wrong people self-select out.
PEACE stands for:
- Problem – Identify the specific problem you solve.
- Empathy – Show people they aren’t alone.
- Answer – Present your offer as the solution.
- Change – Describe the immediate improvement they want.
- End Result – Paint the picture of the long-term transformation.
This framework works across websites, email marketing, and social media because it helps people quickly understand and remember your message.
Make Your Message Memorable
People remember stories and clear statements.
They don’t remember complicated explanations.
As Josh explains, most messaging receives one of two reactions:
- “Me too.”
- “So what?”
The goal is to create messaging that sparks the first response from the right audience while filtering out people who aren’t a fit. When your message is clear, you spend less time convincing the wrong people and more time connecting with the right ones.
Don’t Be Afraid to Address the Pain
Many business owners hesitate to talk about customer frustrations because they don’t want to sound negative.
But people are often more motivated to avoid pain than they are to pursue pleasure.
Addressing pain points isn’t about creating fear. It’s about creating clarity.
When you clearly identify the frustrations your audience wants to escape, your solution naturally becomes more valuable because it represents relief and progress.
A Simple Conversion Audit You Can Do Today
If you want to improve your website conversions, start with two simple areas:
Review Your Homepage Header
Ask yourself:
- Does it clearly identify the problem?
- Does it communicate the outcome?
- Could a stranger understand it immediately?
Review Your Buttons
Look for vague calls to action like:
- Learn More
- Click Here
- Read More
Then replace them with direct actions that tell visitors exactly what happens next.
The Five-Second Test
Ultimately, website conversion comes down to one simple question:
Can a visitor tell what you do, who you help, and what to do next within five seconds?
If the answer is no, your next growth project isn’t generating more traffic.
It’s creating clearer website copy that helps the right people understand, connect, and take action.
Connect with Josh Allen Hull
Josh Hull (or J. Allen Hull) is known as THE Coach’s Coach, helping coaches build thriving businesses while winning at home. As founder of The Purpose Driven Co., he teaches coaches how to grow to six figures and beyond through clear messaging, service-first sales, and systems that scale.
Facebook | LinkedIn | Instagram | Website
Grab his free Coach Builder Accelerator Group here.
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