As a designer working with small businesses in Brighton and across Sussex, I see the same problems again and again. Here are the ten most common website mistakes, with a fix for each.
Slow Loading Times
People expect a page to load quickly. If yours takes too long, many will leave before they’ve read a word.
The fix: Run your homepage through Google’s free PageSpeed Insights tool and aim for the main content to appear within 2.5 seconds. Large images are a common cause, so resize and compress them before uploading. On WordPress, remove any plugins you no longer use.
Poor Mobile Experience
Many of your visitors will be on a phone, and Google mainly looks at the mobile version of your site when deciding where to rank it. If the site is awkward to use on a small screen, people will give up.
The fix: Open your site on your phone and try to find a service and send an enquiry. You should be able to read the text without zooming and tap buttons easily. Your phone number should also call you when tapped.
Unclear Messaging
Visitors should be able to tell straight away what you do, who you help and why you’re different. If they have to work it out, they probably won’t stay.
The fix: Write one plain sentence for the top of your homepage: ‘I help [who] to [get what result] by [what you do]’. Then show the page to someone who doesn’t know your business for five seconds and ask them what you do. If they can’t tell you, rewrite it.
Weak Calls-to-Action
A call-to-action is the button or link that tells someone what to do next. If it isn’t obvious, many people will do nothing.
The fix: Choose the one thing you most want people to do on each page and make it the main button. Swap vague wording like ‘Submit’ or ‘Learn more’ for something specific, such as ‘Get a quote’ or ‘Book a call’. Put it near the top of the page and again at the bottom.
Confusing Navigation
Nobody should have to hunt for information. If your menu is complicated, people leave without finding what they came for.
The fix: Keep your main menu to around five or six items and use plain labels such as ‘Services’ and ‘Contact’. Every important page should be a couple of clicks from the homepage, and your contact link should be easy to find on every page.
Outdated Design
An old website can undermine trust, however good your work is. People often judge the quality of a business by the quality of its website.
The fix: You don’t always need a full rebuild. Start with the things that date a site, such as old photos, small text, an old copyright year or a blog that stopped in 2019. If the site still doesn’t work properly on a phone after that, it’s probably time for a new one.
Lack of Social Proof
Without testimonials, reviews or case studies, visitors have little evidence that you can deliver what you promise. They’re being asked to take your word for it.
The fix: Ask three recent clients for a couple of sentences about working with you, and use their full names and company names if they’re happy with that. Put these quotes near your calls-to-action, where people are making their decision, as well as on a testimonials page.
Too Much Information
Trying to tell visitors everything at once often overwhelms them. Good design puts clarity ahead of quantity.
The fix: Give each page one job and lead with what matters most to the visitor. Keep paragraphs short and use subheadings so people can scan. Move the detail to its own page or an FAQ, and cut anything a customer would never ask about.
Poor SEO Foundations
SEO is what helps your site appear when people search on Google. If search engines can’t work out what your pages are about, you’ll struggle to get visitors from search.
The fix: Give each page a title that says what it offers and where, such as ‘Wedding Photographer in Brighton’, and one clear main heading. Set up Google Search Console, a free tool that shows which searches find you and flags problems. If you serve a local area, set up your Google Business Profile too.
No Clear Value Proposition
Your value proposition is the reason someone should choose you over a competitor. Without one, your website is easy to forget.
The fix: Ask your last few clients why they chose you, and write down the words they use. Be specific, because ‘fixed prices and a reply within a day’ tells people far more than ‘quality service’. Then put your strongest reason near the top of your homepage.
Where to Start With Your Website Mistakes
Most website problems don’t announce themselves. They just cost you enquiries, sales and opportunities over time.
Start with the phone test and PageSpeed Insights, as both are free and take a few minutes. Sometimes the smallest changes make the biggest difference.
If you need help with your website, branding or would like me to review your website and tell you what’s getting in the way...
