Most companies today have a website. The problem?
The site exists, but it does nothing — it doesn't sell, convince, explain, or guide the user.
And that's why a lot of potential customers simply pass by.
In the following, I'll tell you which mistakes I encounter most often and how you can (without drama) fix them.
1. Unclear what you actually offer
The user comes to the page, sees a nice headline, something like "We create solutions for the future" …
… but has no idea what you do.
If the user doesn't understand what you offer in 3 seconds, they go back to Google.
Solution:
- a headline that says exactly what you do
- a subheading that says for whom
- 1 button that says what to do next
Example:
Installation of air conditioners and heat pumps for homes that want lower costs and more comfort.
Subheading: Fast delivery, professional installation, and support you can rely on all year round.
Button: Send inquiry
Simple. And it works.
2. Too much content, but too little information
A lot of text, little said.
People don't read novels — they want clear answers:
- Why should I choose you?
- How does the execution proceed?
- How long does it take?
- What do I get?
Instead of three long paragraphs, write some concrete answers.
If you must, add more sections, but let each be about one specific thing.
3. Bad photos and random graphics
If the picture looks like it's from 2006, your offer will also seem that way.
Images are the first thing the user sees — and in 1 second they decide whether they like it.
Quick solutions:
- use real company photos (if you have them)
- if using stock, make sure they are modern and bright
- don't mix styles
- optimize image size to load the page quickly
Seriously: sometimes just changing images raises the professionalism of the page by two levels.
For free stock images, check pexels.com.
4. The page is too slow
Users hate slow pages. Google too.
Sometimes the solution isn't complex:
- oversized images
- too many unnecessary plugins
- poor hosting
If you have a store: absolutely use quality hosting.
Slow page = less sales, no debate.
You can check the speed of your website using Google PageSpeed Insights.
5. No evidence that you're worth choosing
Customer reviews, project examples, references — this isn't "nice to have".
This is proof that you know what you're doing.
If the user doesn't see that you've done something similar before, they'll go to someone who shows it.
Quickly fix it by:
- adding 3–6 short reviews
- adding images of products or projects for services
- adding images of clients or company logos (if you have permission)
Don't complicate. Better something small than nothing.
6. No clear guidance on where the user should click
One of the most common mistakes: all buttons are equally important.
"About us"
"Services"
"Blog"
"Contact"
"Offer"
"Reservation"
"Download PDF"
"Gallery"
"Newsletter sign-up"
And then we wonder why people don't click where we want them to.
Decide on the main goal of the page — one.
Then create navigation that doesn't bury this goal 5 levels deep.
7. The page looks OK on a computer… but a disaster on a phone
80% of visitors come from phones.
If the page falls apart, buttons jump, menus don't work, contact details are shrunk — you lose customers without a question.
Quick solutions:
- check the page on 4 screen sizes
- pay attention to contrasts (nobody sees dark gray on light gray)
- contact should always be at the top or bottom
The same logic applies everywhere
Similar to websites, with emails people first look, then decide if they even want to read.
If an email doesn't have a clear subject, they don't open it.
If a website doesn't have a clear message, they close it.
Both work on the same principle:
clarity, structure, evidence, one way forward.
If you want to quickly check your site…
I can take a look for free:
- whether the message is clear enough
- whether the structure is okay
- what could be fixed immediately
- what would bring the most impact
I'll send you a concrete list and suggestions, without sales and without philosophizing.
If you want, just email me: "check my site".
