I’ve built more websites than I can count so it's easy to notice when businesses are losing customers due to basic issues on their website. Not because the business is bad. Not because the product or service isn’t top quality. But because the website just does not do the job it is supposed to do.
Let’s be real for a moment. In today’s world, your website is not just a digital brochure. It is your first impression, your shopfront, your sales assistant, and your brand voice all rolled into one. If any part of it is off, people will leave and look for an alternative.
People don’t browse. They scan and look for signs, cues, buttons and reassurance. Then they make split-second decisions based on those.
Your website has a very short window to do three essential things:
If your site manages to do these things well, you are already ahead of a large number of competitors. And if it is not doing that yet, the exciting part is that you can change it.
This is one of the simplest yet most important aspects of a successful website. If your site takes more than a few seconds to load, potential customers may leave before they even see what you have to offer. We are all used to instant results, and your website needs to deliver that seamless experience.
What you can do to improve site speed:
Websites that improve their loading times often see quick results. In one case, a site that was loading in over seven seconds dropped to under two, and engagement soared. Small technical tweaks often lead to big rewards.
With over half of all web traffic now coming from mobile devices, it’s absolutely essential that your website works beautifully on every screen size. If visitors struggle to tap buttons, read content or fill in forms on their phone, they’re unlikely to stay.
Try viewing your site on your own phone, pretending you are a first-time visitor. Is it easy to use? If not, that’s a great place to start improving. Modern mobile design can be elegant, intuitive and fast. When done well, it gives your business a real competitive edge.
A good website should feel effortless to use. If your menu is overcrowded, your links are hard to follow, or the page layout is unclear, users will quickly lose interest and move on.
Here are a few ideas to make your navigation more user friendly:
Website navigation is a lot like a well-organised shop. When everything is clear and logical, people find what they need quickly, and they’re far more likely to take action.
Trust is one of the most important feelings your website needs to create. If your site looks outdated, is filled with stock photos, or lacks transparency, visitors may hesitate to get in touch or make a purchase.
Simple ways to build trust online:
Even small updates like adding a few genuine testimonials can lower bounce rates and increase visitor confidence. It’s amazing how a few human touches can go a long way.
This is something I used to do myself when I started out. It’s easy to fall into the trap of writing things like “We’re passionate about…” or “Our team has 20 years of experience.” While those things matter, your customers are usually more interested in what you can do for them.
Focus your copy on the reader. Address their concerns and goals. Paint a picture of how their life or business will improve by working with you.
Instead of saying:
Our expert team builds cutting-edge websites
Try:
Get a website that wins more customers and builds trust from the first click
This small shift in perspective can completely change how people feel about your service.
Your content may be engaging and informative, but without clear next steps, visitors will often leave without doing anything. Calls to action guide users to take that final step.
Some great examples include:
The key is to repeat your call to action throughout your site. Make it feel easy, inviting and natural. A good CTA can turn interest into action.
Design trends evolve. A site that looked modern a few years ago might now feel a bit tired. A fresh design helps show that your business is active, up to date and professional.
Ask yourself:
Refreshing the look and feel of a website can instantly boost credibility. Even subtle changes such as updated fonts or a more spacious layout can make a site feel more current and engaging.
Even the best-looking websites will fall flat if the content is vague or scattered. Every page should have a clear purpose and guide the user through a logical journey.
Think of it like a conversation in your shop. You’d greet a customer, learn about their needs, offer solutions, then help them take action. Your content should follow a similar flow.
Focus on helping, not just selling. When people feel understood, they’re far more likely to trust you and move forward.
Data is your friend. If you’re not measuring what people are doing on your site, you’re missing out on opportunities to improve.
Tools like Google Analytics, Hotjar and Microsoft Clarity can show you where people click, where they leave, and which pages perform best. Even basic tracking can lead to better decisions and more conversions.
Businesses that regularly check their data often find easy small changes that lead to noticeable growth. The more you know about your visitors, the better you can serve them.
The great news is that almost every website issue mentioned above can be fixed quickly. You do not always need a complete rebuild. Often, a few smart updates can make a huge difference.
I’ve worked with businesses who made three or four of these improvements and saw noticeable growth in leads, customer feedback and even revenue. Sometimes within just a few weeks.
Start by being honest about how your site is doing. Ask a few people to test it and give their honest opinions. Look at the site with fresh eyes and think about how it feels from a visitor’s point of view.
Then take action. Focus on speed, clarity, trust and user experience. With a little effort and the right support, your website can become one of the most powerful tools in your business. It can work hard for you every day, even when you are asleep.
Hi there! Thank you for reading. I'm Lauren Harris, a web designer and developer living in London. I work closely with businesses both in the UK and beyond to build web solutions that help them expand online and reach new goals.
Want to learn more about what I do? Click here.
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