How to plug the revenue leaks and convert more visitors
Welcome to today’s issue of Conversion Alchemy Journal. If you received this from a friend and enjoy it, subscribe here.
You’re pouring time, money, and energy into driving traffic to your SaaS website. But are those visitors actually converting into leads and customers? Or are they slipping through the cracks, taking your hard-earned revenue with them?
In my conversations with SaaS leaders on The Message-Market Fit Podcast, a common frustration emerges: their websites are leaky buckets.
As Carolyn Beaudoin, conversion copywriter and co-founder of Boxcar Agency, puts it: “Your ecosystem is leaking. You might need a new homepage, you might need a new sales page, but the problem is the first problem is often not the actual problem.”
Here’s why those leaks happen:
- Weak hooks and confusing messaging: You have mere seconds to grab a visitor's attention. If your headline is vague, your value proposition is buried, or your copy is a wall of jargon, they’ll bounce faster than you can say “churn rate.”
- Misaligned messaging: Your ads promise one thing, your landing page says another, and your sales team is singing a completely different tune. This inconsistency creates confusion and erodes trust, sending potential customers running to your competitors.
- Friction-filled experiences: Your call to action is hidden, your forms are too long, or your pricing page is a maze of confusing options. Every obstacle you put in the customer’s path is another opportunity for them to abandon their journey.
Sound familiar?
Here’s the good news: you can plug those revenue leaks and turn your website into a conversion powerhouse. Here’s how:
1. Craft a compelling hook that mirrors your ads:
Your headline is your first (and often last) impression. Use a bold, quantitative claim that highlights the core benefit your ideal customer will get – and make sure it mirrors the promise you made in your ads.
"You have about one second to hook them. You gotta make it easy to understand, but you have to make it believable." -
Sahil Patel, CEO of Spiralyze, TMMF ep. 21
2. Embrace the power of visuals (and show, don’t just tell):
A picture is worth a thousand words, especially when it comes to software. Showcase your product in action with screenshots or interactive demos, letting visitors experience the value firsthand.
3. Make your content skimmable (because nobody reads walls of text):
Break up your copy into digestible chunks with clear headings, bullet points, and concise paragraphs. Bold key phrases and use visual cues to guide the reader’s eye.
4. Eliminate friction and streamline the customer journey:
Make it easy for visitors to take the next step with prominent calls to action, short forms, and a clear, compelling pricing page.
Every visitor to your website is a potential customer (if you’ve done a good job at attracting the right ones…which is a topic for another issue), and every lost conversion is a missed opportunity.
"Often…we have clients [who] say, 'Okay, we need a new homepage,' or 'We need a new onboarding flow.' And we go, 'Wait, hold up. What is going on in your entire ecosystem?'" -
Carolyn Beaudoin, co-founder of Boxcar Agency, TMMF ep. 22
So focus on clarity, value, and a frictionless experience.
That’s how you can plug those revenue leaks, turn your website into a conversion machine, and watch your MRR soar.
Ready to optimize your website and start converting more visitors? Let's chat.
📚 Copywriting nuggets in the wild
Content of the week: What's your premise?
I've really enjoyed this piece by Jay Acunzo, on the road he took to find what he calls "his premise", or the point o view, hot take, call it how you like that sits as the foundations of his content. It's something I've been working on for the past 7 months and I'm still knee deep into. Who knows, one day I might share my journey too!
What can't you stand about the status quo? What pisses you off about the industry or how things usually unfold around you? Forget your gripes with how buying choices are made. The competition isn’t the problem. What’s something in the status quo, the culture, the work your audience is doing, the history they seemed doomed to repeat … which you want to change? It doesn't need to be society-wide, but it does need to be a problem that exists whether or not you and competitors exist.
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Work with me on your copy
Let's get more customers →
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✅ Don't miss it
Quick update: I've decided to start releasing episodes of The Message-Market Fit podcast every two weeks instead of weekly. I want to improve my production while also keep the workload in mind, so this lighter pace will help with that 😊.
In the mean time, you can listen to 22 episodes, where you'll learn a LOT, from some of the top people in SaaS marketing today. Things like:
- The “curse of knowledge” that’s sabotaging your messaging: hint: it's not your competitors. it's something far more insidious.
- The unconventional marketing strategies that are working right now: get past the fear of failure and discover innovative tactics to stand out in a crowded market.
- How to use AI to augment your creativity (not replace it): explore the cutting-edge tools and strategies that will streamline your workflow and amplify your impact.
- The power of jobs-to-be-done (JTBD): uncover the hidden motivations that drive customer decisions and how to leverage this framework to craft compelling messaging.
- Why “ruthlessly real” writing is the key to connecting with your audience: stop sounding like a robot and learn how to inject authenticity and empathy into your copy.
- How to bridge the gap between marketing, sales, and product: discover the proven strategies SaaS leaders use to create a unified message that resonates across departments.
And more.
Head to my website to check the episodes out with show notes and the top insights.
🤔 Thought of the week
"Turning pro is not for everyone. We have to be a little crazy to do it, or even to want to"
Steven Pressfield, Turning Pro
Having the guts to put in the work means wanting to face criticism, lessons and setbacks daily. Are you willing to pay the price?
Have a great weekend!
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Chris Silvestri
Founder, Conversion Alchemy
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🙌🏻 Let’s be friends (unless you’re a stalker)
