Ask yourself this question:
“Within 15 seconds of visiting my site, does the visitor unambiguously head towards the goal(s) I need them to accomplish for my website to be profitable?”
If you’re like many, the answer is “not even close.” Over time, websites evolve until they’re blurry. They lose their focus as demands of new features, sections, and other add-ons come to life.
We recently split websites for one of our best clients. The original site had two goals, and it could not do either very well. Now, they have two sites, each with their own goals. One of those split sites is a lead generating engine, and results have skyrocketed.
Perhaps it’s time to take that smudge test on your own site.