Common signs
- “Sounds great, I’ll think about it”
- Lots of questions, low bookings
- DMs that don’t progress
- Website visits but no enquiries
- People compare you then stall
Diagnosis
Why people enquire or search… then don’t book or buy.
If you’re getting interest but it’s not turning into bookings, the issue is rarely “they weren’t serious”. More often: your customer is hesitating because the decision isn’t clear or safe.
THE STORY
Interest is not the same as decision
People don’t usually reject you. They pause. They message. They ask a question. They stalk your site. Then they disappear — because their brain didn’t reach a safe decision.
What customers need
When someone is about to buy, they’re subconsciously looking for: reassurance, clarity, safety, and direction. If any are missing, the safest choice is to do nothing.
WHAT’S HAPPENING
Your marketing explains services, not decisions
Many websites function like brochures: pretty, informative, but not decisive. Your customer still has unanswered questions like “is this for me?”, “what happens next?”, “will I waste money?”
Hesitation
They’re not sure if they’re the “right fit”, so they wait.
Unclear next step
They don’t know what happens after they enquire, so they avoid it.
Weak safety signals
They can’t see proof + predictability, so they delay the decision.
THE FIX
Create a decision pathway
Conversion improves when your marketing makes the decision feel obvious: who it’s for, what changes, what to expect, and what to do next.
High-leverage conversion fixes
- Clear “best for” language (qualification)
- Specific outcomes (not just features)
- Proof close to the CTA (reviews / results)
- Explain what happens after enquiry (reduce fear)
SELF-CHECK
If you answer yes to 3+, this is your bottleneck
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MarketHer is a New Zealand-based marketing strategy consultancy helping founder-led businesses create clear priorities, stronger messaging, and predictable growth - working primarily with female founders across New Zealand and internationally.
