What Makes a Bad Website? 6 Mistakes That Are Losing You Sales

The truth is, building a sales-generating website isn’t just about being able to code or figuring out a website builder. It’s all about getting a grasp of design principles, user experience, and those little things that make visitors want to stick around—and eventually turn into customers.

A bad website can scare off 75% of potential customers, since people often judge businesses by how their site looks.

1. Lack of Clear Messaging

Your website is your storefront. If people can’t figure out what you do in 5 seconds or less, they’re going to leave. Instead of telling people your business name, tell them how you’re actually going to help them.

How to create clear messaging:

• Avoid too much jargon: Using excessive technical terms can leave even the pros scratching their heads. Offer people something relatable that they can really connect with.
• Make your website easy to skim: Long paragraphs can be discouraging for readers. Keep your site easy to read by using short and impactful sentences. Sometimes, we believe that using more words makes us sound smarter and authoritative. Instead, it confuses your market messages.
• Focus on the benefits, not just the features: Clearly explain the advantages and solutions you provide, making sure that visitors see why your product or service is the best option. Show how your product or service fixes their problems.
  Describe how your features affect things on a bigger scale. Engage on a personal level by talking about the challenges customers face.
• Explain what you do in a straightforward way and highlight the benefits you bring, even if what you do is complex: Never think that your audience knows as much as you do. Break down complicated ideas into easy-to-understand language.

2. Using Generic or Vague CTAs

Don’t offer the world to everyone. Avoid having multiple competing offers like phone number, free quote, and coupon code all at once.

People want to be told what to do. Don’t overcomplicate it.

How to create compelling CTAs:

• Keep it simple with one clear call-to-action (CTA): Having a clear objective is extremely essential. Having too many CTAs can throw visitors off and lead to some confusion.
• Focus on being specific and adding value: Make sure your CTA highlights the value exchange or offer. Clearly explain the benefit to the user.
• Add clarifying text: Add a line of text below or above the CTA. This is a great way to share extra value or explain the goal.
• Make it personal for each user: Make CTAs for returning customers more relevant. Create unique CTAs for new customers.
• Use language that encourages action: Get users pumped about what’s coming next. Inspire them to keep moving forward on their journey.
• Ensure it’s clear and stands out: Make sure the CTA pops on the page. Use design features to grab attention.

3. Neglecting Mobile Responsiveness

No one looks at desktop (well, maybe 35% of the market). If you’re targeting younger people, it’s probably closer to 80 or 90% on mobile.

Mobile needs to be your first option. Don’t look at desktop. It’s secondary to what you do on mobile.

Make sure your website’s fast. If it’s slow, no one’s going to care. They will bounce off that website faster than you can click your fingers.

How to create a mobile-friendly website:

• Proper layout: Make sure the navigation and functionality tabs show up properly on mobile devices. Avoid any layout problems that might stop users from moving forward in your conversion funnel.
• Optimised CTAs: Ensure that call-to-action buttons are the right size for mobile screens. Don’t create buttons that are too tiny, as they can annoy users and result in lost conversions.
• Images and icons that adapt: Make sure to scale images and icons correctly to avoid any stretching or distortion. Display issues can really hurt your site’s credibility, so make sure all the visual elements look right.
• Easy-to-read font sizes: Make sure to tweak the font sizes so that the text is easy to read on smaller screens. Think about using responsive typography. It helps keep things readable on different devices.
• Optimise your content: Keep in mind that mobile users might be looking for different things compared to those on desktop. Make sure your content is suited for mobile users, maybe by providing shorter pieces or highlighting info that’s specific to mobile devices.
• Testing everything out again and again: Keep testing and tweaking your mobile design all the time. Try out A/B testing to see which value propositions, messaging, and imagery click with your mobile audience.

4. Weak Hero Images

Don’t just go for boring, lacklustre visuals. Avoid stock photos, low-quality images, or graphics that don’t show off your brand the right way.

Your hero image is the first thing people see. Don’t settle for anything less than awesome with this prime real estate.

How to design eye-catching hero images:

• Focus on what you do best: Put your products or services front and centre. Emphasise what makes you stand out. For example, Apple showcases product-focused hero images that highlight their design excellence.
• Reflect your brand values: Choose images that reflect your company’s mission and values. For example, home health care services could showcase images that express care and compassion.sure that call-to-action buttons are the right size for mobile screens. Don’t create buttons that are too tiny, as they can annoy users and result in lost conversions.
• Keep it simple and clear: It’s best to keep the hero section simple and not overload it with too many competing elements. Focus on a single main message or call-to-action.
• Make sure to use top-notch, custom images: Consider hiring a professional photographer or getting custom graphics. Steer clear of generic stock photos that don’t really capture your brand.
• Optimise for performance: Make sure your hero image loads fast to keep your page speed up. Compress images while still keeping the quality intact.d that mobile users might be looking for different things compared to those on desktop. Make sure your content is suited for mobile users, maybe by providing shorter pieces or highlighting info that’s specific to mobile devices.
• Avoid outdated techniques: Avoid carousels since they’re not as popular anymore (only 28% of top e-commerce sites use them now, compared to 52% in 2013). Use animations carefully and only if they really add to your message.esting and tweaking your mobile design all the time. Try out A/B testing to see which value propositions, messaging, and imagery click with your mobile audience.
• Consider the “Paradox of Choice”: It’s important not to bombard users with a tonne of options or messages. Instead, try to stick to one clear and compelling message that guides what you want them to do.

5. Using Irrelevant, Weak, or Stale Social Proof

Be careful not to use testimonials that are outdated, irrelevant, or just don’t make a strong impression. Avoid using generic compliments, outdated customer quotes, or feedback that doesn’t match what you’re currently offering.

Your social proof helps build trust. Make sure you take full advantage of this opportunity—don’t settle for endorsements that just don’t connect with your audience. Make sure every testimonial is fresh, relevant, and really grabs attention.

How to properly place social proof on your website:

• Highlight different kinds of social proof: Try not to stick to just one way of doing things. Use a blend of testimonials, case studies, user-generated content, celebrity endorsements, and ratings. This variety caters to different user preferences and helps build trust from various perspectives.
• Make sure testimonials are short and to the point: Avoid general compliments such as “Great product!” Try using detailed and specific testimonials that showcase the key benefits. Aim for the sweet spot: just the right length, not too short and not too long.
• Testimonials should strike a balance—short enough for a quick read but detailed enough to offer real insights.
• Place social proof strategically: As users navigate their journey, it’s a good idea to add social proof at important decision-making moments.
  1. Hero Section: Add a Google rating with star icons to quickly establish trust.
  2. Exit Intent Pop-up: Leverage social proof to persuade visitors who are on the fence to stick around and make a conversion.
• The power of numbers: Share your experience by mentioning how many clients you’ve assisted or the positive feedback you’ve gotten. This taps into what people want—going along with the crowd and making the “right” choice.
• Incorporate visual elements: Try adding star ratings, customer logos, or badges to make your social proof look more attractive and easier to understand at a glance.
• Give access to more detailed proof: If you’ve got a bunch of detailed testimonials or case studies, why not think about putting together a dedicated landing page for them? This lets users who are really interested explore more while not making it too much for those just casually browsing.
• Stay fresh and relevant: Make sure to keep your social proof fresh and in line with what you’re offering. Outdated testimonials can hurt trust instead of helping it grow.

6. Zero SEO

Try not to stretch yourself too thin with content that doesn’t really connect with anyone specific.

Your audience wants to feel like you get them. Getting to know your audience and what they really want is key to nailing your SEO strategy. If you don’t have this knowledge, you’re just throwing content at the wall and hoping it sticks.

How to use SEO to understand your audience:

• Analyse key metrics and KPIs: Keep an eye on the numbers that help you understand your audience and how your site is doing. Evaluate what content clicks with your audience and figure out why it works. Find out:
  1. Which pages make the most revenue?
  2. How much time do people usually spend on the site?
  3. What’s the bounce rate for certain pages?
• Understand audience demographics: Analyse data such as age, gender, and location. This info helps you tweak your content and SEO game for your audience.
• Dive into behavioural insights: Understanding behavioural insights gives you a clear view of what your audience wants, likes, and how they act online, helping you adjust your SEO strategy and content to fit their needs. Examine:
  1. Search queries
  2. User engagement metrics
  3. Popular content and keywords
  4. On-site search behaviour
• Monitor search intent: Understand why your audience is looking up certain terms and how that fits with what you’re sharing.
• Segment your audience: Sort your audience by shared traits to come up with more focused strategies.

Do Websites Still Matter?

A good website can act like a non-stop salesperson, always ready to chat with visitors and turn them into leads. These days, having a website is like having your own little shop, giving you full control over how your brand looks and how customers experience it.

Social media and platforms like YouTube are great for marketing, but they shouldn’t be the only places you show up online. These platforms might switch up their terms of service or even put your account on hold, which could leave your business in a tough spot. A website is like your online business card, always there when you need it and totally in your hands.

Basically, a bad website can really hold your business back, but a good one is vital for growth and connecting with customers. It’s not just about having a website for the heck of it; it’s about using this awesome tool to back up and showcase what your business is all about.

Don’t let a bad website hold your business back. Apply now to create a website that functions as a powerful, 24/7 sales tool.