A good-looking website that nobody contacts is a common problem. Nine mistakes that explain why, and how to fix each without starting over.
Plenty of businesses invest in a solid website and end up disappointed when the phone doesn't ring. The problem is rarely aesthetics. Below are the mistakes we see most often in the projects we're brought in to upgrade.
1. Not making it clear what you do within 5 seconds
Visitors land on the homepage and see a generic tagline like “Reach New Heights of Success.” They have no idea what you sell. The first line needs to answer exactly that question.
2. Missing calls to action
No call button, no contact form in a visible spot. Visitors who want to get in touch have to go looking for a way to do it. Every screen should offer one clear action.
3. Phone number buried in the footer
Mobile users won't scroll through an entire page to find a number. Use a sticky call button that's always visible.
4. Slow load times
Multi-megabyte original images uploaded straight to the site are the number one cause. Compressing images and using the WebP format usually cuts file size by 80% with no visible difference to the eye.
5. No fresh content
A site that hasn't changed in two years sends the signal “is this company even still operating?” Google also favors sites that get updated.
6. Asking for too much in the form
A contact form with ten fields loses most visitors halfway through. A name and phone number are enough to get started.
7. No proof
Visitors need to see who you've worked with. Real projects, real photos, and real client names are more convincing than any amount of adjectives.
8. Forgetting the mobile version
Text too small, buttons too close together, tables that overflow horizontally. Open your own website on your own phone and try submitting an inquiry.
9. No analytics
Without an analytics tool installed, you don't know where visitors come from or where they drop off. Without data, every improvement is just a guess.
Where to start fixing
The first four issues are quick fixes with the biggest payoff. If your site is old enough that patching it piece by piece costs more than a rebuild, consider a website upgrade or a full website redesign.
