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Why Your Website Isn’t Converting: 5 Common Mistakes Small Business Owners Make

You put your heart and soul into crafting the perfect website for your small business, knowing it would be a valuable investment. You envisioned it as a bustling hub of activity, generating more leads than you’d know what to do with. But after expecting business to boom after the launch, the leads and sales just aren’t coming. After all the resources you have sunk into your shiny new site, it’s disheartening and downright depressing when it fails to convert. Because let’s face it: website traffic can’t be deposited into your bank account—your website has to either generate an enquiry to start the sales process or get people buying online.

So, why isn’t your website converting visitors into customers?

Here are 5 reasons why customers aren’t biting


They’re not sure what you do and how your brand can help them

Firstly, your potential customers might be scratching their heads too—not because they’re intrigued, but because they’re confused. Your message is long-winded and unclear. It’s like trying to solve a puzzle without all the pieces. You’re using jargon and insider language that only makes sense to you, leaving your visitors feeling lost, disconnected, and ready to move on to something they can actually make sense of.


You’re not talking about their problem

You’re missing the mark on addressing your target customer’s problems. Your website should be a helpful hub of solutions, not a laundry list of your accolades. Remember, their problem is what grabs their attention and hooks them in. You have to talk about it over and over so that they can link what you offer to what they need. If you’re not speaking directly to their needs and how their problem is making them feel, they’ll quickly move on to someone who does.

Check out this website we created for Generator Control to see how we lead with the customer’s pain point and provide a solution: “Avoid business disruption with a reliable, well-maintained standby generator.”


You’re not telling them what to do next

Let’s say you do manage to pique your target customer’s interest—now what? If you’re not guiding them toward the next steps, whether it’s scheduling a call or requesting a quote, you’re missing out on valuable opportunities. A clear, concise three-step plan of action that either explains what to expect or how the process works can make all the difference in converting a visitor into a customer.

Here’s how we outlined the plan of action (that ends in success) for Generator Control:

website not converting
  • also take note of the clear call to action that invites users to “Get Proposal”.


You’re not telling them what their life will look like after they choose your brand

We all love a transformation that leads to a happy ending—it’s the basic formula for almost every good story. Your website needs to paint a vivid picture of what life could look like for your customers after choosing your brand. For Generator Control: “The right standby power will keep your business going.” Describe how they’ll feel when they get what they want, e.g., “Remove the stress with a generator you can rely on.”

People want to feel inspired, to envision a better future for themselves. By highlighting the benefits of your product or service in simple, relatable terms, you can tap into their aspirations and drive them towards action.


They can’t see the difference between you and your competitors

In a crowded marketplace, differentiation is key. Your offering might be similar to your competitors’, but it’s the unique problem you solve that sets you apart. For example, you sell gym memberships (what they want) but don’t tie people into long-term contracts (the pain they want to avoid when buying a gym membership)—that’s your unique differentiator. By honing in on that specific pain point and demonstrating how your solution is tailor-made for their needs, you can carve out your own niche in the market.

You may also be interested in: Our website best practices checklist


clarity and customers are king

Your website should serve as a guide for your customers, showing them a clear path towards their goals. Remember, your customers are the heroes of this story, not you. It’s your job to give them the tools they need to succeed.

If you need to create clear messaging that strikes a chord with your audience and convinces them to do business with you, book a discovery call today and let us help you take the first step towards unlocking your website’s full potential.