Summary for busy people
The most common problem is that the site has traffic but lacks a clear answer to the question of who the offer is for and what effect the cooperation brings.
Weak or hidden calls to action and overly long, unclear forms significantly reduce the number of inquiries.
The lack of customer reviews, case studies, and numbers means that the site does not build sufficient trust for ordering the service.
Visual chaos and the absence of a true mobile-first approach cause users to get tired quickly and abandon contact.
Sometimes, well-thought-out adjustments to content and structure are enough, while in other cases, a complete redesign based on a clear business goal is a better solution.
Many business owners face the same problem. The site exists, looks quite decent, there’s traffic visible in Google Analytics, yet the phone is silent and no new inquiries are arriving in the inbox. In such situations, simply adding more elements to the page often does not help. Usually, recurring mistakes in content, structure, and user experience design are to blame. Below, you will find seven of these, along with brief tips on how to fix them.
Error 1: Lack of a clear answer to the question "who is this site for and what is its purpose?"
Visitors enter the site and, within the first few seconds, look for answers to two questions. They want to know whether this company understands their situation and whether it offers a service they really need. If they only see a general slogan about "comprehensive services for every client" in the header, they commonly just close the tab. The solution is a simple, straightforward message at the top of the page that describes the target group, the effect of cooperation, and the main service.
Error 2: The site talks about the company instead of the client's problems
Business owners like to describe their history, experience, and how long they have been in the market. There’s nothing wrong with that, as long as this information doesn’t overshadow what is most important for the person on the other side of the screen. A potential client primarily wants to understand whether someone understands their challenges and can help solve them. In practice, this means that the first paragraphs on the page should talk about the client's situation, and only later about how the company fits into it.
Error 3: Weak or hidden calls to action
Even a well-described offer won’t work if the visitor does not know what their next step should be. A common problem is a single, small, and poorly visible call to action placed solely in the footer. The other extreme is three different actions competing against each other in the same section. A service page should lead users to one main action, such as a request form or booking a call, and remind them of it in key places.
Error 4: Lack of evidence that the company delivers real results
If the site lacks real customer reviews, brief project stories, or numbers demonstrating the scale of experience, then even the best claims will remain just promises. For a person encountering the brand for the first time, the lack of evidence may be a red flag. It’s worth including at least a few short recommendations with a name, company name, and the result of cooperation, and if possible, also simple case studies showing the journey from problem to result.
Error 5: Visual chaos and lack of a clear hierarchy
A site where everything screams at once does not clearly communicate anything in practice. Too many colours, fonts, buttons, and boxes make the user lose track and not know where to focus their attention. This is often the result of years of expanding a site without a cohesive plan. A good redesign organises informational priorities, simplifies the layout, and ensures that the eye is naturally led from the header, through arguments and evidence, to the specific action.
Error 6: A contact form that no one wants to fill out
A form that has dozens of fields, requires unnecessary data, and does not inform what will happen after submitting it, usually remains empty. Users do not like to invest time if they do not see a clear promise of the next step. A much better solution is a short form with the most important fields and a brief description of what will happen next. It is enough to provide simple information on response time, contact form, and what the client can expect in the first stage of the conversation.
Error 7: The site is not truly designed for mobile devices
Most traffic on service business websites today comes from phones, yet many sites are primarily designed for wide monitor screens. On a small screen, this means buttons that are too small, fine text, excessive spacing, and the necessity of constantly scrolling to find the most important information. A true mobile-first approach treats the smartphone as the primary point of contact with the brand. The most important content and calls to action should be conveniently accessible with one thumb.
When is it enough to make a fix, and when is a full redesign necessary?
Not every page that requires improvement must immediately undergo a complete overhaul. If the technological foundation is current and the visual identification is coherent, it is often enough to organise the content, rebuild key sections, and improve the form. However, it is advisable to consider redesigning when the site is very old, displays poorly on phones, or presents an image that no longer fits the current level of services. In such cases, it is better to invest in a solid design once than to patch something that inherently limits marketing and sales effectiveness for years.
FAQ
Do these errors apply only to large company websites or also to simple one-pagers?
Most of the described errors equally affect simple one-page sites. On a one-pager, every element has even greater significance, so the lack of a clear message, a good call to action, or social proof can almost completely kill conversion.
Do I need to have many reviews for the social proof section to work?
No, even a few well-described recommendations can significantly increase visitors' trust. It’s worth ensuring that each review contains a name, position or company name, and a brief context about the collaboration. Over time, this section can be expanded with additional case studies.
Will shortening the form not result in receiving more weak inquiries?
A well-designed form can be both short and sensible. It is enough to add one question that allows evaluating what stage the client is at and whether they truly fit the offer. Other information can be gathered later, for example, during the initial conversation.
Where should I start if I see several such errors on my site at once?
It’s best to start with the elements that are closest to the user's decision. In practice, this means first refining the header and the first screen, then the call to action and the form, and only later organising the remaining sections. This order allows for relatively quick viewing of initial effects in the number of inquiries.
How can I check if the changes made actually improved conversion?
It’s worth comparing the number of inquiries from a selected period before the changes with a similar period after their implementation. Additionally, you can track the number of clicks on the contact button and how many users reach the form. If these indicators are increasing, it is a good sign that the site is starting to perform better in selling services.
