The thirsty deer sees a pond. But, he’d rather be alive and thirsty versus dead and quenched. So, he doesn’t just run to the pond and start drinking. He goes on high alert – monitoring everything around the pond – visual clues, audible clues, behavior of other animals, scents, etc. Only if convinced it’s not an ambush, he’ll approach to drink. People do a similar thing when evaluating websites – especially near lead capture or commerce opportunities.
Look at your website like a thirsty deer. Are you sending signals that might scare your prospects away?