Imagine walking into a hotel. Reception smiles. Before you’ve even got your room key they ask if you’d like to book the spa. Five steps later somebody wants to sell you dinner. Another member of staff starts talking about conference facilities. Next comes a leaflet about weddings. Then there’s an advert for afternoon tea. Eventually you stop for a second and think… “I’m just trying to find my room.” That’s how a surprising number of wellness homepages feel. Somebody arrives looking for help with trauma. Halfway down the page they’re reading about practitioner training. Further on there’s research. Next comes membership. Now donations appear. Before long the visitor has become about six different people. Nobody stays one person long enough to feel understood. That’s the bit I think gets missed. Every homepage is having lots of conversations. Very few finish the first one. If I’m searching because life feels unbearable right now, don’t turn me into a student after thirty seconds. Leave me where I am. Help me there first. Everything else can wait. That’s usually the sort of thing I point out in my audits. Most founders never notice it’s happening because they already know where every path leads. A stranger doesn’t.