You’ve got a great-looking website. It’s live, it’s mobile-friendly, and your contact details are clear as day. But… you’re still not getting as many enquiries, bookings, or sales as you’d hoped. Sound familiar?
If you’re a small business owner, this is a common challenge – and the good news is, it’s totally fixable.
A website isn’t just a digital business card; it should actively help you grow your business. If yours is falling short, here are some of the most common issues (and fixes) to help you turn visitors into customers.
1. You’re Not Speaking to Your Ideal Customer
One of the biggest mistakes small businesses make is trying to appeal to everyone. When you try to speak to everyone, you end up connecting with no one.
Fix it:
- Know who your ideal customer is – their problems, goals, and what motivates them.
- Use language that feels familiar and relatable to them.
- Add images that reflect your audience (not just generic stock photos).
- Show that you understand what they need – and how your service solves their problem.
It’s also helpful to include testimonials or case studies from businesses like theirs, especially if you work in a local area like Swindon or the South West.
2. There’s No Clear Call to Action
Your website should guide people to do something. But if visitors are left guessing what to do next – they’ll probably just leave.
Fix it:
- Use strong, action-driven calls to action (CTAs) on every page.
- Keep CTAs consistent and visible – e.g. “Get a Free Quote,” “Book Your Discovery Call,” “Send Us a Message.”
- Make buttons stand out visually so they’re easy to click.
3. Your Website Loads Too Slowly
Speed is everything. A slow website not only hurts your SEO rankings, it also frustrates potential customers – especially on mobile.
Fix it:
- Compress image files and remove any unnecessary plugins.
- Choose fast, secure hosting – this is where we can really help, as our managed hosting is optimised for WordPress and small business sites.
- Use website speed tools like GTmetrix or Google PageSpeed Insights to pinpoint problem areas.
4. Your Website Isn’t Mobile-Optimised
Over 60% of all website traffic comes from mobile devices. If your site isn’t responsive – meaning it adapts to different screen sizes – you’re losing leads.
Fix it:
- Test your site on various phones and tablets.
- Make sure buttons are large enough to tap with a thumb, and that text is easy to read.
- Use mobile-friendly navigation (like a collapsible menu).
5. Your Content Isn’t Building Trust
People buy from businesses they trust – especially when money or their reputation is on the line. If your website feels vague, impersonal, or a little “meh,” that trust just won’t be there.
Fix it:
- Add real testimonials, preferably with names and company logos.
- Include a friendly “About Us” page that introduces your team.
- Show photos of your office, products, or behind-the-scenes moments.
- Offer guarantees, accreditations, or any affiliations that reinforce credibility.
6. It’s Not Clear What Makes You Different
Most industries are crowded. Your site needs to show why someone should pick you over the competition.
Fix it:
- Highlight your unique selling points (USPs) clearly on your homepage.
- Share the story behind your business – people love working with people, not faceless brands.
- Offer something valuable, like a free downloadable guide, to show you’re the expert.
7. SEO Isn’t Working in Your Favour
If no one’s visiting your site in the first place, you can’t expect conversions. This is where SEO (Search Engine Optimisation) comes in – it helps people find you when they search online.
Fix it:
- Make sure your page titles and meta descriptions include relevant keywords (like “graphic design Swindon” or “WordPress development for small businesses”).
- Keep your content updated regularly (adding blog posts is a great way to do this!).
- Make sure your business is listed on Google Business Profile with accurate info.
8. You Don’t Have a Strategy for Follow-Up
Let’s say someone visits your site and likes what they see – but they’re not ready to act right now. If there’s no way to stay in touch, that opportunity could be lost forever.
Fix it:
- Add an email signup form offering something useful – e.g. “Subscribe for small business tips,” or “Get our website checklist.”
- Use email marketing to keep in touch with leads.
- Consider remarketing tools like Facebook Pixel or Google Ads to remind past visitors to come back.
Final Thoughts: Small Tweaks = Big Impact
Improving your website’s performance doesn’t always mean a full redesign. Often, it’s about refining what’s already there – and making sure your site supports your goals as a business owner.
If you’re not getting the results you want, you don’t have to figure it all out on your own. We work with small businesses every day to identify the small (and sometimes not-so-small) tweaks that help their websites convert better, rank higher, and drive more business.
Let’s Make Your Website Work Harder
Want a second pair of eyes on your site? We offer friendly, jargon-free advice and can help whether you need a simple update or a complete rethink.
📞 Call us on 01793 239239
📧 Or drop us a message at hello@obrienmedia.co.uk
Let’s turn your website from something that just exists – into something that delivers results.