How to spot a weak identity before it costs you customers

A customer rarely gives you the chance to explain why they were not convinced. They just scroll or close the page. This is what happens right before that moment.

The signs

• A customer asks "so what exactly do you do?" after already seeing your page.
• Time on page, if you track it, is very short.
• You cannot find one sentence that sums up why someone should choose you.
• You get comments asking about things that should be obvious at a glance.

The real problem versus the false one

Not every drop in engagement means an identity problem — sometimes it is the product or the pricing. But if a customer is confused about "who you are and what you do", that is unmistakably an identity problem.

If a customer asks "so what exactly do you do?" after seeing your page, you have an identity problem.