The Threshold: A Homepage Conversion Workbook

Traffic problems announce themselves. The graph goes down, you know something’s wrong, so you go looking for a fix.

Conversion problems don’t do that. The visitors come, they look, they leave, and nothing tells you why. So you assume the answer is more traffic, and you go back to work on the part that was already fine.

That’s what makes this the expensive one. Every visitor you fail to convert is a visitor you already paid for — in content, in time, in the years of work that got you found in the first place.

What You’ll Actually Do

Pick one page. Usually your homepage. Then five steps, each building on the last:

• Test: Show it to three strangers for five seconds and find out what they actually took away. Not what you hoped they would.
• Count: Every competing link above the fold. Most sites have eight or more and never realize it.
• Audit: Where your proof sits, versus where people stop reading.
• Choose: The one action you want most. This is the decision most websites never make, which is why their visitors can’t make it either.
• Rewrite: Your first screen. And put it live.

You finish with something changed on your real website, not a page of notes.

What’s Inside the Workbook

• 20 pages, print or fill in on screen
• Worksheets and fill-in fields at every step, so the thinking has somewhere to go
• Plain language throughout — no SEO jargon, no dashboard required
• One optional section on session recordings and heatmaps, including the version already sitting inside your Google Analytics
• Instant PDF download. Yours to print, share, and mark up.

Who This Workbook is For

You have a website that works. It’s findable, it looks decent, people arrive. You just have a nagging sense it should be doing more than it is. You don’t need a rebuild. You need to know what’s happening in the first eight seconds, and most website advice skips straight past that.

Who it isn’t for: anyone looking for a rankings shortcut, or hoping to hand this to someone else. You have to look at your own page, which is the uncomfortable part and also the whole point.