Six conversion problems I find on almost every business website, and the straightforward fixes for each one.
Traffic without enquiries is the most frustrating position to be in. You are paying for visitors who are arriving, looking and leaving. Nine times out of ten, one of these six things is the reason.
1. Nobody knows what you do in five seconds
Your headline should say what you offer and who it is for, in plain words. "Transforming digital experiences" tells a visitor nothing. "WordPress and Shopify websites for small businesses in India" tells them everything.
2. The contact option is hidden
Your phone number should be visible in the header on mobile, tappable, and repeated at the bottom of every page. Never make someone hunt through a menu to find out how to reach you.
3. The form asks for too much
Every extra field costs you submissions. Name, contact and message is enough to start a conversation. You can ask the rest on the call.
4. There is no proof you are real
- Client names, logos or real project screenshots
- Testimonials with a name and a role, not just initials
- A clear price range, even if it is only a starting figure
- Your actual location and a real phone number
5. The mobile experience is painful
Open your own site on your phone on mobile data. If it takes more than three seconds, if the text is small, or if you have to zoom to tap a button, you have found your problem.
6. You never ask
A lot of pages just end. Every page should close with one clear next step: book a call, send a message, get a quote. One action, stated plainly, repeated at the top and the bottom.