Six people, two teams, a basketball being passed around, and a question on screen: how many passes did the players in white make? Somewhere in the middle of it a person in a gorilla suit walks straight through the group, and most viewers never see it. In this episode Alex Curtis and Stephanie watch the famous focussed attention experiment and use it to answer two objections advisers raise about their own websites.

Stephanie counted 14 of the 15 passes, clocked the gorilla for a split second and assumed it was meant to be there. Watch it back knowing what's coming and it's impossible to miss. That gap is the whole point: when someone has a task, everything irrelevant to that task disappears.

What we cover:

• The experiment itself, and why the gorilla is obvious on the second viewing and invisible on the first
• Objection one: "the enquiry form at the top of every page is too pushy, it's like proposing before a first date". It's a logical argument, and logic is not what drives behaviour. Someone reading for information simply scrolls past it, no offence taken. Someone who came to make contact finds it instantly
• Why the homepage is not a shop window: plenty of people arriving there are on their second visit and are ready to get in touch
• Objection two: "if I build niche pages I'll look like a one-trick pony, or like I'm not an expert". Someone searching for a specific scenario lands on that page, not the homepage, and never sees your other services. They are gorillas to that visitor
• The second page people actually do look at, and it isn't your other product pages, it's About Us and the team
• Why advisers overanalyse what else should be on a page. Real visitors don't audit your whole website, only compliance does
• Serve the thing the visitor came for, make it easy to find, and everything else is noise

If you want more enquiries from your website, stop optimising for the objection nobody raises and start making the one thing each visitor came for impossible to miss.

Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.