What ‘Foggy Messaging’ Looks Like on a Real Website

You know that feeling when someone asks you what you do, and you have to pause for a second before answering? Not because you don’t know what you do, you absolutely do, but because you’re trying to figure out how to explain it in a way that makes sense to them. You want to sound professional, but not stiff. Knowledgeable, but not pretentious. You want them to get it.

Now imagine that feeling is happening on your website, 24/7, to every single person who lands there.

That’s foggy messaging. And I see it all the time.

It’s not that your website is broken. It’s not that you’re being unclear on purpose. It’s that somewhere along the way, your message got wrapped up in jargon, or softened into vagueness, or buried under too many options. Your potential clients are reading your website and thinking, “Okay, but what exactly does she do?” And that question mark is costing you real opportunities.

Let me show you what this actually looks like in the real world.

The Consultant Who Tries to Say Everything

I was working with a leadership coach recently, and I looked at her homepage. Here’s what it said:

“I help organizations optimize their human capital through integrated strategic development frameworks that align with your vision for sustainable growth.”

Stop and read that again. How do you feel?

If you’re the person who wrote it, you might feel like you’re covering all your bases. You’re sophisticated. You’re addressing every angle. You’re showing that you understand business terminology.

But here’s what someone reading it actually feels: confusion. And when people are confused, they leave.

What she actually meant was this: “I work with leadership teams who are stuck in old patterns. We figure out what’s really going on, and I help them lead differently.” That second version tells me exactly who she helps, what the problem is, and what changes. The first version makes me wonder if I need a translator.

The opportunity here isn’t to make your message “better.” It’s to make it honest. You don’t need corporate speak to sound credible, you need clarity.

The Therapist Who Offers Too Many Doors

I watched a woman’s website recently that listed seven different services. Not seven service categories. Seven distinct, differently-named offerings. Each one had its own hover description. Each one went to its own page.

Here’s what happens when someone lands on that site: they see all those choices and freeze. They start reading, comparing, trying to figure out which one is for them. And instead of choosing one, they choose to leave and look elsewhere.

Foggy messaging doesn’t always mean your words are unclear. Sometimes it means you’re giving people too many entry points, and they end up confused about where to start.

This woman’s real strength was in one thing: helping anxious professionals find peace again. Everything else on her list was just a different angle on that same outcome. But instead of owning that focus, she’d diluted it across seven offerings.

When I suggested she simplify, I wasn’t telling her to throw away her skills. I was helping her see an opportunity to let people find her more easily. One clear message beats seven fuzzy ones every single time.

The Designer Who Forgot to Say What She Designs

A web designer I know just redesigned her own website. It’s beautiful. The colors are perfect. The layout is clean. The photography is gorgeous.

I spent three minutes on it and couldn’t tell you exactly what kind of design work she does.

Does she design websites? Logos? Branding packages? Does she work with small businesses or corporations? Is she minimal and modern, or warm and approachable? I genuinely couldn’t answer any of those questions, and that’s a missed opportunity.

Here’s the cruel irony: her website is a beautiful example of design. It just doesn’t communicate her design philosophy or who she’s best for. She’s so focused on proving she can design that she forgot to say what she designs.

This is foggy messaging through omission. It’s not that the words are muddy, it’s that the words that matter aren’t there at all.

The Coach Who Speaks in Benefits Nobody Understands

I looked at a life coach’s website recently, and every single headline used words like “transformation,” “alignment,” “resonance,” and “authentic embodiment.”

I’m not exaggerating. Those are real words from her real website.

And I’m sure she means something real by them. I’m sure her clients feel transformed and aligned and resonant when they work with her. But here’s what a potential client reads: “I don’t understand what this is, so I’m going to keep scrolling.”

Foggy messaging often sounds spiritual or sophisticated because we think that’s what sells. But what actually sells is clarity. Someone needs to read your website and think, “Oh, that’s for me,” not “I think that might be for me, but I’m not entirely sure.”

The opportunity with this coach wasn’t to strip away the genuine transformation she offers. It was to translate it into language that humans use when they’re looking for help. “I help burned-out professionals finally feel like themselves again.” That’s the same person and the same outcome, just said in words that land.

How Foggy Messaging Happens (It’s Not Your Fault)

You didn’t wake up one day and decide to be unclear. Foggy messaging happens because:

You’ve grown, but your website hasn’t. You’ve been doing this work for years now. You’ve seen patterns, developed new skills, refined your approach. Your website still sounds like the version of you from three years ago. The message isn’t fog, it’s just outdated.

You’re trying to appeal to everyone. The moment you try to speak to every person who might need help, you end up speaking clearly to nobody. You add services, qualifications, and descriptive language because you don’t want to leave anyone out. But that actually pushes everyone away.

You’re worried about sounding too simple. Somewhere along the way, you convinced yourself that clarity sounds less professional than complexity. So you added layers of explanation, industry jargon, and nuance. And accidentally made yourself harder to understand.

You’re too close to your own work. When you do something every single day, it becomes so normal to you that you forget to explain it. You assume people understand what you mean by “strategic alignment” or “energetic attunement.” They don’t. You’re not stupid for using those words, you’re just too deep in the work to see what it looks like from the outside.

I make it easy because I see this over and over. And every single time, it’s an opportunity to reconnect your website with who you actually are now.

What Clear Messaging Looks Like

Let me give you the contrast. Here’s what foggy messaging looks like vs. what clear messaging looks like:

Foggy: “I offer transformative coaching experiences that help clients actualize their fullest potential through integrated mindfulness practices and strategic life design.”

Clear: “I work with women who feel stuck in their careers. We figure out what you actually want, and I help you get there.”

Foggy: “Providing comprehensive digital solutions for optimized online presence and market visibility.”

Clear: “I design websites for therapists. They look good, they’re easy to use, and they help you get clients.”

Foggy: “Facilitating alignment between your organizational values and stakeholder engagement strategies.”

Clear: “I help companies figure out what they actually stand for, and then I teach their teams how to reflect that in everything they do.”

Can you see the difference? The clear version isn’t less impressive. It’s actually more impressive because someone can immediately see if it’s for them.

The Real Cost of Foggy Messaging

Here’s what foggy messaging costs you: every time someone lands on your website confused, they leave. Every time someone isn’t sure if you’re the right person, they look at a competitor instead. Every time your message requires interpretation, you lose an opportunity.

But there’s something even deeper happening. When your website doesn’t clearly reflect what you do, you start to internalize that fog. You second-guess your own expertise. You feel less confident talking about your work. You worry that if you’re too direct, you’ll come across as aggressive or arrogant.

You know what? You won’t. Being clear about what you do and who you help isn’t cocky. It’s professional. It’s confident. It’s the sign of someone who knows her own value.

The Opportunity

Clearing up your messaging isn’t about reinventing yourself. It’s about letting people see who you already are.

It’s about naming exactly who you help, what problem you solve for them, and what changes as a result. Not with corporate jargon or spiritual language. With your own words.

It’s about cutting the services, explanations, and qualifications that don’t matter, and letting the real story shine through.

It’s about sounding like you. Because the version of you that your ideal clients need to hear, she’s already inside. She’s just been buried under fog.

And unlike a fairytale, the magic continues past midnight. Your website doesn’t need one magical redesign to be clear. It needs to be a true reflection of who you are and what you do, updated as you grow and evolve.

If you’re ready to look at your messaging, not to change who you are, but to let people finally see who you’ve become, let’s talk about it.

Frequently Asked Questions

How do I know if my messaging is foggy?

Read your homepage out loud to someone who doesn’t know you. Can they tell you in one sentence what you do and who it’s for? If they hesitate, or if they have to ask follow-up questions, there’s fog. The clearer your message, the fewer questions people will have.

Does clear messaging mean I have to sound boring or too simple?

Not at all. Clear messaging is still your messaging. It just cuts out the extra words that confuse people. You can be warm, playful, and authentic and still be clear. Actually, those things work better when people understand what you’re saying.

What if I help multiple different types of people?

Pick one. Focus on who you’re best for, who you enjoy working with most, or who you’ve had the most success with. You can always help other people, but your website should speak primarily to your ideal client. A clear focus actually brings in more business than trying to appeal to everyone.

Should I worry about my competitor’s messaging if they seem foggy too?

Nope. The fact that they’re foggy is your opportunity. The clearer you are, the easier it is for someone to choose you instead. Clarity is a competitive advantage, and it’s not crowded.

If your website no longer feels like you, let’s talk about it – Book a Free Website Clarity Call with Beth →