10 common website mistakes costing your small business clients (and how to fix them)
- Lucy
- Apr 2
- 5 min read
Already this year I've begun to see patterns in the 'problems' that my clients have come to me with. But whilst there may be similarity in the issues service based businesses are having with their website, when it comes to website design, SEO and business strategy, there's often no one-size-fits-all answer.
Websites are as unique as the businesses they represent, and what works brilliantly for one may not work for another. But despite this, there are a few common pitfalls that can easily cost small businesses leads, customers, and ultimately revenue.
Whether you've just launches your website or you're looking to optimise an existing one, it's important to be aware of these issues, and even more important to know how to fix them.
In this blog, I'm not going to claim these are 'common mistakes' that apply to everyone. Like I said, every business and every website is unique. But if any of these sound familiar, it's time to take a deeper look. With all of my 'fix' suggestions, make sure you consider your own specific audience, business goals, and how your website can serve both.
Cluttered design and overwhelming navigation
Your website's design is the first thing visitors notice, and if it's overloaded with too much information or complex navigation, your visitors will quickly become overwhelmed and leave. It's about balancing aesthetics with functionality. A clean, simple design that makes it easy for users to find what they need is key.
How to fix it:
Use whitespace to create breathing room and guide the users eye to what's more important.
Simplify your navigation. Group your pages into clear categories and avoid clutter.
Focus on a few key actions per page to avoid overwhelming visitors with choices.
A lack of clear call to actions (CTAs)
A website without clear CTAs is like a store with no checkout counter. You might have amazing content and services, but if your visitors don't know what to do next, they'll leave without taking any action. Whether it's purchasing a product, signing up for a newsletter, or contacting you for more information, your CTAs should be impossible to miss.
How to fix it:
Make sure every page has at least one primary CTA in a prominent place
Place CTAs about the fold and at the end of your content / throughout your page
Use action oriented language and make the benefits clear (e.g. 'Get FREE quote')
Slow load times
A slow website is a killer when it comes to both user experience and SEO. Studies show that users abandon sites that take more than 3 seconds to load, and Google considers page speed as a ranking factor. So if your website is sluggish, it's basically annoying your visitors and limiting your search engine rankings.
How to fix it:
Compress images to reduce file size without sacrificing quality (jpg files are smaller than png files)
Minimise the number of HTTP requests by combining CSS and JavaScript files
Use a content delivery network (CDN) to speed up page load times globally
Not optimised for mobile devices
Mobile optimisation is no longer optional, it's essential. If your website isn't responsive or if it just looks terrible on a smartphone or tablet, you're losing out on a huge chunk of potential customers. More and more people are browsing and shopping on mobile, so make sure your website looks great across all devices.
How to fix it:
Choose a website platform that provides mobile-responsive templates, or that at least makes it easy to design a specific layout for smaller screens (I'm a big advocate of Wix and Squarespace for this!)
Test your site on different devices to ensure the layout, text and images are properly optimised.
Make sure buttons are easy to click on mobile. Avoid tiny links and cramped spaces.
Missing or poor SEO practices
Your website might have great design and content, but if it's not optimised for search engines, no one will find it. SEO is about more than just sprinkling keywords throughout your pages. A good SEO strategy considers on-page elements, technical SEO and content relevance.
How to fix it:
Conduct keyword research to understand what your audience is searching for.
Optimise meta titles, descriptions and image alt text.
Add internal links to connect relevant content and create a better user experience.
Unclear value proposition
Visitors should immediately understand what your business offers and why it's valuable to them. If your value proposition is buried in jargo on unclear, you risk losing potential customers before they even dive deeper into your site.
How to fix it:
Make your value proposition clear and concise on your homepage
Use simple, straightforward language that explains what you do and how you can help
Highlight your key differentiators. What makes your business stand out?
No social proof or trust signals
Trust is a huge factor when it comes to converting website visitors into customers. People want to know they're not alone in choosing your business. So social proof (think reviews, testimonials, accreditations) can help build that credibility.
How to fix it:
Add customer testimonials or case studies to build trust
Display any relevant certifications, affiliations or awards
Include social media links or feed integrations to show your online presence.
Complicated or missing contact information
If a potential client wants to get in touch with you, it should be easy. A missing or hard-to-find contact form or phone number can make visitors feel frustrated and lead them to seek help elsewhere.
How to fix it:
Ensure your contact page is easy to find and includes multiple options (phone, email, a contact form)
Make your contact info visible in the footer of every page
If relevant, you could consider adding a live chat feature to make it even easier for visitors to get quick answers.
Not using analytics to track performance
It's easy to assume your website is performing well (we can all hope!), but without data, you're just guessing. Analytics tools like Google Analytics (GA) provide insights into user behaviour, allowing you to identify what's working and what's not.
How to fix it:
Set up GA to track user behaviour on your site.
Regularly review performance metrics like bounce rate, page views and conversion rates.
Use the data to identify areas of improvement and optimise your site accordingly.
Outdated content or website design
An outdated website can make your business look unprofessional, and outdated content can make you seem out of touch. If you haven't updated your website in a while, it might be time for a refresh.
How to fix it:
Regularly update your content to reflect current products, services or offers.
Update your website's design every few years to stay in line with current trends.
Test user experience regularly to keep the site functioning smoothly
In conclusion: Websites are a work in progress, but common mistakes cost clients
Websites aren't static entities. They should be dynamic, evolving with your business and customer needs. By addressing these common mistakes and implementing the fixes above, you can create a website that not only looks good, but functions well and drives business growth.
Remember that your website is a reflection of your business. Take the time to address these issues and you'll be well on your way to building a website that works for your business rather than against it.
And most importantly - your business is unique. Tackle these issues in a way that works for your brand and your customers. What may be an 'issue' for one website may be a strength for another. So don't worry if you don't think some of these apply to you!
Still not sure where to start? We can completely redesign your website to fully align to your business goals and vision. Have a look at our Website Design Service and get in touch to see what we can do for you.
