5 Common Website Mistakes We See (And How to Fix Them)

A lot of businesses have a website but still struggle to get enquiries. The issue usually isn’t whether they have a website - it’s how that website is working (or not working) behind the scenes.

Here are five of the most common website mistakes we see - especially with small businesses - and what to do instead.

1. A Beautiful Website… With No SEO

This is by far the most common issue. A website can look great visually, but if it’s not optimised for search engines, it simply won’t be found.

The problem:

• No keyword targeting (e.g. “web design Kendal”, “builder Cumbria”)
• Missing page structure (headings, meta titles, etc.)
• No local SEO (e.g. Kendal, Cumbria)
• A lack of content (few pages, no blog)

The result: low visibility on Google, minimal traffic, and few (if any) enquiries.

What to do instead:

Build your website around what people are actually searching for. This means researching relevant keywords and using them naturally throughout your pages - without overdoing it.

• Create dedicated pages for specific services or keywords so pages don’t compete with each other
• Include location-based keywords to capture local searches
• Consider location landing pages (e.g. Web Design Kendal, Web Design Windermere) - but ensure each page has genuinely unique content
• Structure content properly using H1, H2, H3 headings (only one H1, clear hierarchy and no skipping levels)
• Add consistent, valuable content (e.g. blog posts) to demonstrate expertise

A website shouldn’t just look good, it also needs to generate visitors. The above tips are just some areas which help get started with SEO. An expert can help to further optimise your website to improve your rankings.

2. Too Much Text (And No Clear Structure)

Some websites try to say everything at once - long paragraphs, no spacing and no clear flow. This makes it hard to scan for users, meaning they lose engagement and the key message ends up getting buried - not ideal!

Remember: most people don’t read websites - they scan them.

The problem:

• Walls of text
• No visual structure
• Key messages get lost

What to do instead:

Start by defining the key message of each page, then structure content around it.

• Break content into clear sections
• Use descriptive headings
• Keep paragraphs short and focused
• Use bullet points to highlight key information

Think of your website like a conversation - guide the user step by step, rather than overwhelming them all at once.

3. No Clear Call-to-Action

A surprising number of websites don’t actually tell users what to do next. Even if someone is interested, they may leave simply because there’s no clear next step.

The problem:

• No “Get a Quote” or “Contact Us” prompts
• Buttons are hard to find
• No clear user journey

Even if someone is interested, they may not take the next step.

What to do instead:

Every page should guide the user towards an action.

• Add clear CTAs throughout the page
• Use simple, direct language (e.g. Get a Quote, Book a Call)
• Place them strategically (top, middle, and bottom of pages)

Also ensure your site structure supports a natural journey:

Home → Service Page → Contact

If users have to think about what to do next, they usually won’t do anything.

4. Slow Loading Speeds

Speed has a direct impact on both user experience and SEO; if a website takes too long to load, users often leave within seconds.

The problem:

• Large unoptimised images
• Poor hosting or outdated builds
• Too many unnecessary scripts

What to do instead:

• Optimise images (size, format, compression)
• Use a modern, well-optimised build (especially important with custom setups like Next.js)
• Keep your site lightweight - avoid unnecessary plugins or scripts

Remember: a faster website = better user experience + better SEO

5. Not Optimised for Mobile

According to StatCounter, more than half of all website traffic globally now comes from mobile devices, yet many websites still feel like they were designed only for desktop.

The problem:

• Text too small
• Buttons hard to click
• Layouts breaking on smaller screens

What to do instead:

• Design mobile-first
• Test on real devices
• Keep layouts simple and usable

If your site doesn’t work well on mobile, you’re potentially losing the majority of your visitors.

Bonus: No Analytics or Performance Tracking

This one is surprisingly common, and it is one of the most limiting mistakes a business can make. If you do not know how your website is performing, you have no basis for improving it.

The problem:

• No Google Analytics (or GA4) installed
• No Google Search Console set up
• No visibility into which pages people visit, where they come from, or where they drop off
• No way to know whether a new piece of content or a design change actually made a difference

Many businesses assume their website is working fine simply because they have not heard complaints. But a site can look perfectly functional while quietly losing potential customers at every stage.

What to do instead:

Start with two free tools that every business website should have connected from day one:

• Google Analytics 4 (GA4) - shows you how many people visit your site, which pages they land on, how long they stay, and what actions they take (form submissions, button clicks, etc.).
• Google Search Console - shows you which search terms people use to find your site, how often your pages appear in results, and whether Google has any technical issues crawling your site.

Once these are in place, check them regularly. You do not need to become a data analyst - even a monthly review of your top-performing pages, most common entry points, and conversion numbers will give you enough information to make better decisions about your website over time.

If you notice that a particular page gets a lot of traffic but very few enquiries, that is a signal to look at the content, layout, or call-to-action on that page. If certain search terms are driving traffic but not converting, that tells you something about intent alignment. The data turns guesswork into direction.

A quick audit starting point:

If you are not sure whether these tools are already connected to your site, search for your website in Google Search Console using the "URL inspection" tool, and check your website's source code for a GA4 measurement ID (it will look like G-XXXXXXXXXX). If neither is in place, setting them up should be a priority before anything else.

Final Thoughts

The good news is that most website issues are not complex and can be fixed relatively easily - often, small changes can lead to significant improvements. By focusing on visibility (SEO), clarity, usability, and clear calls-to-action, you can turn your website into something that actively drives results, rather than simply existing online.

We rarely review a website that has just one problem in isolation. Usually it is a combination: no SEO, cluttered layout, no clear CTA, loads slowly on mobile. That can feel overwhelming, but it also means that fixing a few things at once tends to make a noticeable difference quite quickly.

The encouraging reality is that most small business websites have a lot of untapped potential. They are not broken beyond repair - they just need attention in the right places. Whether that means a full redesign, a targeted round of technical fixes, or simply setting up the right tracking tools, the starting point is the same: understanding what your site is actually doing (and not doing) for your business right now.

If your website is not generating the leads or enquiries you would expect, the issue is almost always one of the above - and in most cases, it is fixable without starting from scratch.

Need a Second Opinion on Your Website?

We regularly review websites for businesses to help identify what’s working and what’s holding them back. If you’d like a fresh perspective on your site, feel free to get in touch - we’re happy to take a look.