The moment prospects decide to engage with your webpage, they begin to communicate with you — your webpage is a conversation. It is our job as marketers to get into the conversation and speak to those prospects the right way.
When designing a page, choose words and images wisely. The quality of the conversation your webpage fosters determines a prospect’s next steps. Are they confused, looking for clarity and meaning and not finding any on your landing page? These prospects are leaving your page in droves.
The only way to prevent this is to make sure the first few inches of your page clearly communicate your value proposition — the ultimate reason why prospects should stop and engage with you before any other company. This will prevent them from having to make meaning of the page themselves.
In this Quick Win Clinic, Flint McLaughlin optimizes the Vestian  homepage, which does many things right but, ultimately, fails to facilitate strong dialogue with customers due to its lack of a value proposition and confusing images.