Your Website Probably Needs a Better Tour Guide
The best websites don't make visitors figure things out for themselves. Here's a simple three-part test to see if yours does.
So, R. and I were just in Guanajuato, Mexico and we visited a museum dedicated entirely to Don Quixote. Now I do love a quirky museum, but mostly I wanted to know WHY there was a Quixote museum in central Mexico. I mean, the book took place in Spain.
As we wandered past more than a hundred paintings, drawings and sculptures of Quixote, I go more and more curious about the collector.
Why was was this guy so obsessed?
Fortunately, the museum pamphlet answered that question. While imprisoned in a concentration camp during the Spanish Civil War, the future collector traded a pack of cigarettes for Don Quixote. Later, he credited it with helping him stay sane while imprisoned.
After his release, he eventually settled in Mexico, and spent the rest of his life collecting artwork inspired by the novel.
I have SO MANY questions!
Did he run into a Quixote painting on the street and think, “That’s it! This story kept me sane was I was imprisoned and nowI’m going to dedicate my life to collecting Quixote artwork!”
And perhaps most of all, why was there so much Quixote art in the first place?
The exhibits seemed to assume I was already a Quixote obsessive. But my real interest was the collector.
Why Guanajuato? How did he track down these pieces and what was his criteria? Is there even more Quixote art out there that he passed over because it didn’t “fit” with the story he wanted to tell? What story WAS he trying to tell?
Which brings us, naturally, to your website.
Your website needs to provide context
Back when I worked in museum education, a large part of my job was helping visitors understand what they were looking at and why it mattered.
A museum’s purpose is to do more than display objects. They also provide the context that gives those objects meaning.
In museum parlance, we call this interpretation.
And at the small history museums where I worked, much of that interpretation came from a tour guide. The guide connected the dots for visitors, pointed out what mattered and answered questions along the way.
Your website has the same job.
Except it has to work harder, because it can’t respond to the vistor’s questions or see the confused look on their face.
Your website needs to guide them from the second they land on your site.
If a visitor lands on your homepage, can they quickly understand what you do, who you help, or why they should care?
And you know what’s funny? In all the websites I’ve reviewed in my years as a website copywriter, I’ve noticed the same problems show up over and over.
Many websites are terrible tour guides. This goes for a small, local business as well as B2B SaaS companies, by the way.
Which is wild to me because companies spend enormous amounts of time and money getting people to their websites. Entire industries exist to generate more traffic.
But before investing in SEO, ads or more content, it’s worth asking:
If 100 ideal buyers landed on this website in the next five minutes, would it help them buy?
For a surprising number of websites, the answer is “not really.” And yet, many of those people want to rush into an SEO plan or revamp the site without asking three important questions.
The Three Questions I Always Ask First:
Can I understand what you do?
Why should I trust you?
Do I know what to do next?
Let’s break them down. And because every museum needs an interactive exhibit, I’ve also created a simple scoring system so you can evaluate your own site as we go.
Play Tour Guide With Your Website
Pretend you’re seeing your homepage for the first time.
Give yourself a score for each section from 0–2.
0 = No or unclear
1 = It’s there, but generic
2 = Clear, specific and easy to understand
Maximum score: 6
1. Can I understand what you do?
It sounds so simple doesn’t it? It isn’t, or I wouldn’t spend so much time staring at websites with that little wrinkle between my eyebrows trying to figure out what the company actually does.
Here’s what I’m looking for when I review a website. When I land on your homepage, can I quickly answer:
What does this business actually do?
Who is it for?
What problem does it solve?
If I have to translate phrases like “innovative end-to-end solutions” into plain English, you’ve already made me work too hard. Be clear about what you do and for whom.
What’s Your Score: ____ / 2
2. Why should I trust you?
Once I understand what you do, I’m looking for proof.
Show me:
Results you’ve helped clients achieve
Testimonials that describe a transformation
Case studies
Recognizable customer logos
Certifications or credentials that actually matter in your industry
The museum doesn’t just collect and display artifacts for fun. There’s a story behind each one and a good tour guide offers context to bring them to life.
Your proof should do the same. Don’t tell me you have ten years’ experience. Show me why I should believe you.
What’s Your Score: ____ / 2
3. Do I know what to do next?
It’s easy to lose people here because a lot of calls to action are a generic “Contact Us” button.
Not yours of course. You’re goint to be a good tour guide and tell me exactly what happens after I click the “Contact Us” button.
A good call to action tells visitors:
what happens next
how long it takes
what they’ll get
why it’s worth clicking
They don’t leave you in the room and say, “bye.” They tell you exactly where you’re going next.
Score yourself: ____ / 2
What your score tells you
5–6 points
Your website is doing a good job of guiding visitors. You’re getting the right type of inquiries and conversions. You can probably improve clarity in small ways, but visitors should be able to understand your business, trust you and take the next step.
3–4 points
Somewhere along the way, people are getting lost. What’s your lowest score? That’s the best place to start. I’ve seen companies add a stronger CTA that’s relevant to their visitors and increase conversions right away. Others need to start with their message and positioning.
0–2 points
Your website is asking visitors to do too much work. Maybe there’s too much jargon on your site or your visitors aren’t clear what you do. Your analytics offer clues. Check your bounce rates, time on page, and where your best traffic comes from. Which pages do people linger on and how do they flow through your site?
If you have heatmaps, look at where they linger and hesitate.
Before you invest more in SEO, ads or social media, understand better the experience your current visitors are having because more traffic will only make those issues worse.
A good guide doesn’t overwhelm people with information or expect them to “figure it out” on their own. They help people understand what matters and answer questions.
Your website should do the same.
It should make it easy for the right people to recognize they’re in the right place.
I’d love to know—which section scored lowest for you? Understanding, Trust or Next Step?
Tell me in the comments.
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In reality, I don’t know much beyond he rode a white horse and jousted at a windmill. (Apologies to the Quixote fans! I’m filling this gap in my education posthaste.)
How did he get out of the camp in France and end up across the Atlantic in Guanajato, Mexico? What inspired him to start collecting?
This is brilliant and soooo well written, Jen!
This reinforces something I've preached for years... people rarely need more information; they need help interpreting where they are and deciding what comes next. Your website should demonstrate that capability rather than merely describe it. It's never about you - always them.