A website on its own will not bring customers
“I have a website, so why is nobody calling?” I hear this a lot. The catch is that a website is not a billboard you just put up. It is 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 cannot find it, it is like having a shop window in the woods. How to spot it: hardly anyone comes from Google and you are 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 does not 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, throw out unnecessary plugins and decorations and build the website so that it is snappy. Speed is not a detail, it is the first impression.
Mistake 3: It does not 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 will not 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 is not clear what the visitor should do
Someone lands on the website, likes it, and then does not 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 cannot see within a few seconds how to get in touch, they simply leave, and they do not come back.
Mistake 5: The website does not inspire trust
People buy from those they trust. An outdated look, no photos, no references or clumsy copy 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 is easy to understand. Trust is what makes the difference between “I’ll look elsewhere” and “I’ll write to this one”.
Which mistake is yours?
On most websites I see, several of these mistakes come together at once, and that is exactly why no enquiries come from them. The good news: you do not have to guess. Go through your website using the five points above, or write to me and I will look at it for you. Within 48 hours I will send you three specific things to improve, and you are welcome to fix them yourself. Free and with no obligation.
And if you are 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 do not get it wrong the second time.