I’ll be honest: I’ve never met a business owner who wanted a confusing website.
No one’s out here saying, “Let’s make sure our homepage is unclear and our calls-to-action are hard to find.”
But when you’re in the thick of running your business—serving clients, managing your team, writing the occasional Instagram caption at red lights—it’s easy to set your website up once and call it done.
And that’s usually where the problem starts.
Your website isn’t just there to be helpful if someone clicks the right thing. It’s not there to look pretty until someone’s ready to hire you.
It’s there to guide people—to show them what you offer, why it matters, and how they can move forward.
If your site is getting views but not much follow-through, one of these common missteps might be the reason. The good news? They’re easy to fix—and you don’t need a full redesign to start seeing traction.
Website Mistake #1: No Clear Path for Visitors at Different Stages
Here’s the thing: not everyone who lands on your site is ready to book a call. Some are just learning they have a problem. Some are deep in research mode. Some are comparing their final two options and trying to figure out who actually “gets” them.
But most websites only speak to one of those people—and the rest? They get confused and click away. Because when your site speaks to everyone the same way, you end up connecting with… no one in particular.
Your site needs to offer a path for each kind of visitor.
• For the just-curious: Give them a low-pressure way to learn more. Think helpful blog posts or a free resource.
• For the researcher: Show them your unique approach, success stories, and how you think.
• For the ready-to-hire: Make your call-to-action visible, accessible, and easy to act on.
Don’t worry, you don’t have to build three separate websites to accomplish this. Your one website just needs to create entry points for wherever someone is in their journey. A website that does that feels surprisingly personal—and wildly effective.
Website Mistake #2: Talking About Yourself More Than Your Audience
I know, I know—you’ve worked hard to get where you are. You’ve got a great story, a lot of expertise, and probably a few testimonials you’re really proud of. And I’m not saying those don’t belong on your site—they do.
But if someone has to scroll through four paragraphs of your life story before they can figure out whether you can help them? They’re probably bouncing.
Your website really shouldn’t be all about you. It should be all about your visitor, showing them that you understand them and their problems—and that you’ve built your services with them in mind.
Here’s the shift:
Talk about your audience’s problems, goals, and dreams first.
Then position yourself as the guide who can help them get there.
Yes, your About page is still important. Yes, people want to know who they’re hiring. But before they care about you, they need to know you care about them.
Website Mistake #3: No Clear (or Compelling) Calls to Action
You know those museum audio tours where you’re guided from one exhibit to the next? That’s kind of how your website should feel. Each page should lead your visitor forward, showing them what to do next—without them having to think too hard about it.
No matter how gorgeous your site is, if it doesn’t tell people what to do next, they won’t do anything. If your call-to-action (CTA) is vague, buried, or only shows up on your contact page, it’s likely being missed.
A great call-to-action (CTA) should:
• Use clear language (e.g., “Book a discovery call” is better than “Let’s chat”)
• Be visible and repeated in logical places, in a color that stands out boldly from the background
• Align with the actual journey your client is on
And here’s the bonus most people forget: Your CTAs should match your energy.
If your brand voice is thoughtful and confident, your CTA should reflect that. “Start your transformation,” “Build a brand that reflects your mission,” or even “Let’s make your message clear”—those are all stronger than a lonely little “Contact us.”
The CTA isn’t just a button—it’s the bridge between curiosity and connection.
Quick Reminder: You Don’t Need a Brand-New Website to Fix This
Most of the time, when a website isn’t doing its job, it’s not because it’s bad. It’s just not aligned.
It’s missing the moments where real connection happens.
The signals that say, “You’re in the right place.”
The prompts that help people move forward with confidence.
So if your website feels like it’s underperforming, don’t panic.
Start by fixing these three website mistakes:
1. Create clear paths for different types of visitors.
2. Shift your messaging to focus more on your audience.
3. Make your calls-to-action easier to find and easier to act on.
Small changes can unlock big clarity—and clarity leads to connection. And connection? That leads to action.
Exactly what your website was built to do.
If you need more clarity, I can help with that. My BrandSpark Brand Strategy service is exactly for people like you — you want a clearer understanding of who you are, what you offer, who you serve, and how to best position yourself to get those peoples’ attention and hold it.
