Last night, standing in line at CVS trying to get tummy meds for my baby, I witnessed an absolute masterclass in communication breakdown.
A young pharmacy clerk—let’s call him Broccoli Boy—instructed a customer:
“Take two by mouth now, then take two twice per day as needed.”
The customer, a man in Crocs and winter shorts (because of course), paused and asked the million-dollar question:
“When… is now?”
That’s when Broccoli Boy froze stiff like a pound-pack of florets in the freezer aisle.
After a long pause, he finally managed to respond:
“Sir, now means… as soon as possible… but whenever it’s convenient for you. It’s not an emergency. But the sooner the better.”
Crocs Guy nodded, satisfied. “Thanks, I’ll take them when I get home!”
Crisis averted. But as I drove home, I realized something:
Most business websites are just one giant pill bottle label.
Your customers are dumber than you think (hear me out).
Here’s a painful truth: When people land on your website, they suddenly have the IQ of a toddler.
Not because they’re dumb, but because that’s how people behave when faced with too much information, vague instructions, or unclear next steps.
Yes, you and I are the same.
And yet, most businesses treat their websites like a beautifully crafted roadmap—assuming visitors will follow a logical A-to-Z journey from homepage to checkout.
In reality, your visitors are thinking:
- “Who is this person?”
- “Where am I?”
- “What am I supposed to do next?”
- “WHEN IS NOW!?”
And if they don’t get clear, immediate answers? Swipe. Click. Close. Gone.
Fix? Absolute clarity.
If you want to turn more visitors into customers, your website must pass the toddler test:
- Who you are – Make it obvious at a glance.
- What you offer – Say it in simple, clear terms.
- What they need to do next – Remove all ambiguity.
Your CTA should never feel like Broccoli Boy’s instructions. Customers should never have to ask, “What does that mean?” or “What do I do now?”
Instead, make it so blindingly clear that even a distracted, tired parent picking up medicine at 10 PM could instantly understand and take action.
Get more customers (right now).
If you’d rather play it safe with your marketing—not gamble—join my email list. I’ll send you no-nonsense strategies that make your messaging so clear, customers can’t help but take action.
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