%201.svg){kind=small}
Let's set the scene... 🍿 🎬
You just pitched the perfect client. They loved your work. The chemistry was incredible.
"We'll discuss internally and get back to you."
<And So It Begins>
Day 1: Boom! That pitch was flawless. Deal's practically closed.
They're excited too. "I think we found our agency."
↓
Day 2: Your champion starts selling you internally.
They forward your presentation/pitch deck around.
↓
Day 3: You send a follow-up email.
Professional, thoughtful, perfectly timed.
↓
Day 4: Radio silence, but you're not worried.
Companies move slowly on big decisions like these.
↓
Day 5: Someone from their team visits your website.
It looks like it hasn't been touched in years.
↓
Day 6: They start comparing you to other agencies they've met.
Side by side, you look ordinary.
↓
Day 7: Still nothing. But what about our chemistry?
Your champion tries to remember what made you so special in the meeting.
↓
Day 8: You start second-guessing the pitch.
Was there something you missed? Did you say something wrong?
↓
Day 9: They can't articulate why you're different anymore.
Other options start looking more appealing and safe.
↓
Day 10: "We've decided to go in a different direction." UGH.
But hey... at least this one let you know, right? Last time this happened you got fully ghosted.
Where Did it All Go Wrong?
At this point, I know you're replaying every moment of that pitch.
- Wondering if you missed something.
- Said the wrong thing.
- Wore the wrong shirt.
- Quoted too high.
- Misread the room.
You didn't. Your pitch was perfect.
That deal was yours.
Stop Torturing Yourself
Here's what actually happened: They walked out of that meeting feeling great about you. Then they got sat down and started overthinking everything.
You know how it is. Make a big decision, immediately start second-guessing it.
- "Did we choose the right agency?"
- "Should we get more quotes?"
- "What if there's someone better out there?"
It's not personal. It's just what people do.
So while you're celebrating, they're visiting your website.
- Looking for reassurance that they're making the right call.
- Wanting to feel that same excitement they felt in the room.
You probably do this too, or at least I hope you do your research before making major business investment decisions 😬
Most Agencies Play the Wrong Game
We're all obsessed with the wrong metrics.
- Contact form submissions.
- Website traffic.
- "How many new leads did we get this month?"
Meanwhile, the real money is walking out the back door.
Your website's most valuable visitors aren't cold strangers who might hire you someday.
They're the people who already want to hire you but need reassurance.
This isn't e-commerce. People don't browse agency websites like they're shopping for $30 protein powder. In our industry, deals happen through relationships. Through trust.
But everyone is building their websites like they're trying to sell sneakers to teenagers.
- "Click here to get started!"
- "Book a free consultation!"
- "Download our guide!"
That's not how high-ticket service businesses work.
By the time someone lands on your website, they already know about you.
Your website isn't your sales team.
The conversation that matters already happened.
- In that conference room.
- Over that referral call.
- During that introduction.
Your website's job is simple: don't screw a good thing up.
How to Stop Scaring Away Good Clients
Your website has one job after a great pitch: keep the magic alive.
Every prospect who loved your proposal will visit your site looking for three things:
- Credibility check: "Are these people as good as they seemed?"
- Social proof: "Will I look smart for choosing them?"
- Confidence boost: "Why am I excited about this again?"
If your website can't answer these questions clearly, your deal is in trouble.
In this industry, your website's real ROI-driving job isn't to generate new leads.
It's to preserve the confidence you already built.
The math is simple: a lost $50K project costs more than dozens of leads you never converted. Yet most agencies optimize for the leads, not closing the contracts.
What Nobody Wants to Admit
Here's what really hurts: You know your website sucks.
You've known it for months. Maybe years.
Every time you send someone your URL, there's that little cringe.
"I hope they don't judge us too harshly."
You've been meaning to fix it. It's on the list.
- Right after you finish this project.
- And that other project.
- And handle the three fires that just started.
Meanwhile, deals keep slipping away and you keep. wondering. why.
The Agencies Making The Most Money Have a Secret
They're not closing your dream clients because they're
- Being better at pitching.
- Doing better work.
- Charging less.
- Being faster than you.
They just don't lose deals they've already won.
While you're perfecting your pitch deck and obsessing over your follow-up emails, they're making sure their website doesn't undo everything they accomplished in that meeting.
They understand something you don't: The sale doesn't end when you leave the room.
It ends when they stop second-guessing their decision.
Take Control of What Happens After The Pitch
Instead of sabotaging deals, what if your website made them easier to close?
Try out our free Website Maturity Snapshot assessment.
