Instead of drawing you in, these websites make you want to slam your laptop shut and run in the opposite direction. Why? Because they don’t feel like they’re about you—they feel like they’re all about the sale.

But let’s get one thing straight: wanting to sell is not the problem.

Your business needs to sell. Because, last I checked, passion alone doesn’t pay the bills. Sales aren’t the enemy—salesy, pushy, and inauthentic messaging is.

Done right, it connects with your ideal audience, answers their unspoken questions, and gently guides them toward a resounding “YES!” to your offers. It’s the unassuming powerhouse that’s always working behind the scenes, whether you’re presenting at a conference, sleeping, or binge-watching your favorite series.

But here’s the catch: your website only works this hard if you’ve set it up for success.