A website on its own won’t bring customers
“I have a website, so why is nobody calling?” I hear this a lot. The catch is that a website isn’t a billboard you just put up. It’s a salesperson who has to be visible, fast, easy to understand and trustworthy. When any of those is missing, the visitor leaves, and you never even know about it. Here are the five most common reasons it happens.
Mistake 1: Nobody lands on the website
The most common and the quietest problem. The website can be beautiful, but if people can’t find it, it’s like having a storefront in the woods. How to spot it: hardly anyone comes from Google and you’re nowhere to be seen on the map. How to fix it: set up a Google Business Profile (free, and the fastest way for people nearby to find you), state clearly on the website what you do and where, and collect reviews. Without this layer, it doesn’t matter how nice your website is.
Mistake 2: It loads too slowly
People are impatient. If a website takes more than a few seconds to load on a phone, a large share of visitors leave before they see anything at all. How to spot it: open your website on your phone over mobile data (not wi-fi) and count the seconds; the Google PageSpeed Insights tool can help too. How to fix it: shrink heavy photos, strip out unnecessary plugins and effects, and build the website so that it’s fast. Speed isn’t a detail. It’s the first impression.
Mistake 3: It doesn’t work properly on a phone
The vast majority of people browse websites on their phone these days. If the text has to be zoomed with two fingers, the buttons are tiny and the menu won’t open, the visitor gives up. How to spot it: go through your website on your phone. Can everything be read comfortably and tapped with one thumb? How to fix it: the website has to be designed “mobile first”: large type, buttons within thumb reach, the phone number one tap away. Not a shrunken version of the desktop website.
Mistake 4: It’s not clear what the visitor should do
Someone lands on the website, likes it, and then doesn’t know what to do next. No prominent button anywhere, the phone number hidden in the footer, no call to action. How to spot it: is it clear on every page what the visitor should do (call, write, book)? How to fix it: give the website one clear call to action and repeat it: a visible “Get a free quote” button, the phone number at the top and always within reach on mobile. A website should take the visitor by the hand, not leave them guessing.
The visitor should not have to think about what to do next. If they can’t see within a few seconds how to get in touch, they simply leave, and they don’t come back.
Mistake 5: The website doesn’t inspire trust
People buy from those they trust. An outdated look, no photos, no reviews or clumsy writing all quietly say “careful here”. How to spot it: does the website look professional and up to date, or as if nobody has opened it in years? How to fix it: a modern, clean look, real photos (of you, your work, your premises), a few reviews from happy customers and copy that’s easy to understand. Trust is what makes the difference between “I’ll keep looking” and “I’ll message this one”.
Which mistake is yours?
On most websites I see, several of these mistakes come together at once, and that’s exactly why no inquiries come from them. The good news: you don’t have to guess. Go through your website using the five points above, or email me and I’ll look at it for you. Within 48 hours I’ll send you three specific things to improve, and you’re welcome to fix them yourself. Free and with no obligation.
And if you’re deciding whether to fix the old website or build a new one, have a look at 7 things to check before you order a website, so you don’t get it wrong the second time.