Why Your Website Isn’t Converting

Kate McLaughlin

9th October 2024

You’ve invested time, effort, and money into building your website, but for some reason, it’s not turning visitors into customers.

You might be getting traffic, but your website isn’t doing its job if people aren’t taking action — signing up for a newsletter, booking a call, or making a purchase.

Now, there could be many reasons why your site isn’t converting, but we can usually narrow it down to three major culprits.

So let’s get into it…

1. There’s no clear value proposition

A value proposition is the promise you make to your customers: it’s the unique benefit or solution your product or service provides. If your website doesn’t communicate this clearly, visitors won’t stick around to figure it out. They need to know within seconds why they should care about what you’re offering.

Common signs of a weak value proposition:

 

  • Your visitors leave within seconds (high bounce rate).
  • People ask basic questions about your product or service that should be obvious.
  • Your website is focused more on features than benefits.

Solution:

 

Craft a clear, compelling value proposition and display it prominently on your homepage. It should answer these three questions:

  • What is the problem you solve?
  • Why is your solution the best?
  • How will the customer benefit?

Pro tip

Simplify it! You don’t need jargon or marketing fluff. Visitors should be able to grasp your value instantly—think of it as your elevator pitch, but even shorter.

For example, instead of saying “We offer world-class digital solutions,” we say something like, “We help small businesses grow online through targeted marketing strategies.”

2. Your design is too complicated

A visually appealing website can capture attention, but if the design is too complex, cluttered, or difficult to navigate, it can be a conversion killer. When visitors feel overwhelmed or confused, they’re more likely to abandon your site altogether.

Common signs of a complicated design:

 

  • A cluttered layout with too many elements competing for attention.
  • Visitors struggle to find important information, like pricing or contact details.
  • Slow loading times due to too many large images, videos, or animations.

Simplify your design and make navigation intuitive:

 

  • Declutter: Remove unnecessary elements.
  • Improve navigation: Make your menus clear, concise, and easy to follow.
  • Optimise for mobile: This blog explains why.

Pro tip

Use whitespace strategically.

Don’t be afraid of having some breathing room between elements on your page. It helps guide your visitor’s attention to the most important parts of your site.

3. Your CTAs are weak

Even if you’ve nailed your value proposition and your website is beautifully designed, you won’t convert without strong calls to action. CTAs guide your visitors to take the next step, whether that’s signing up for a newsletter, requesting a quote, or making a purchase.

Common signs of a weak CTA:

 

  • Your CTAs are generic, like “Click Here” or “Submit.”
  • Visitors leave the site without taking any action.
  • Your CTAs are buried in the design or too small to notice.

Make your CTAs clear, bold, and action-oriented:

 

  • Be specific: Use phrasing like “Get Your Free Consultation” or “Start My Free Trial.”
  • Use action verbs: Use words like “Discover,” “Claim,” or “Download”.
  • Create urgency: Use time-sensitive language like “Limited Time Offer”.
  • Position them well: Consider placing a CTA at the top of the page, in the middle, and at the end of your content.
Person holding a lightbulb showing ideas

Pro tip

Test different CTAs to see what resonates most with your audience.

Sometimes a small tweak in the wording or placement can lead to significantly better results.

A conversion-optimised website starts with simplicity and clarity

Remember, simplicity is your best friend when it comes to web design and user experience. Your visitors should never have to guess what you’re offering or what to do next. Make it clear, make it simple, and make it irresistible.

And if you need help optimising your site for conversions, please reach out to see how we can help with our marketing and website services.

 

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