Maybe she clicked on your listing on Google when she searched for a divorce lawyer. Maybe it was your ad in the right sidebar of the search results in Bing. Something caught her attention, and she landed on your page.

What happened before she clicked? What were her thoughts?

What was she thinking about that caused her to search?

Was it something her husband said about the way she looked in that dress?

Was it the threat from her boss’s wife to call her husband about the affair?

Was it that voice in her head that told her she’d put up with enough of his drinking and that it was time for her to go?

Something triggered the search. Something resulted in her clicking on your listing. Something is going on in her head.

If she arrives at your site and your message is consistent with what she’s thinking, feeling, and worrying about, then she’s going to move forward with you. If she lands on your page and it doesn’t speak to her needs, her situation, and her feelings, then she’s going to click away.

Sometimes the mismatch is obvious. When she clicks on your listing and finds the headline “DWI LAWYER,” she’s going to click away—fast. When she shows up and the page is all about what a great lawyer you are, she’s probably going to click away as well.

When, however, the page is about her, when she sees herself on your page, she’s going to stick around and look some more. She’s going to give you a chance to further connect with her and potentially continue the relationship offline. The page needs to speak to her, in words and pictures she can understand, so that you touch her heart.

She needs to land on your page and find a place of safety, a place where she can feel comfortable and know that you’re concerned about her and her situation. She needs to know you’re ready, willing, and able to help.

You’ve got to put yourself in her shoes, in her mind-set, and visit your site. Land on your page and feel the way she feels. See whether what you find makes you stay or makes you go back. That’s what marketing is all about. You’ve got to think about her, be her if only for a moment, and say the things she needs to hear so she’ll stay.

Take a minute and step into the shoes of your ideal client. Think about what happened to cause her to click, and see how your site looks now.