Is your website secretly turning customers away? Here are some (non-technical) ways to fix it.
Remember when you first built your website? Back when your business was new, and DIY-ing it made total sense — it was flexible, affordable, and let you tweak things as you figured out who you were, who you served, and how.
But now, that same website — the one that worked just fine in the early days — is making things harder than they need to be. Maybe it looks outdated. Maybe it’s clunky to navigate. Maybe it just doesn’t reflect the business you’ve worked so hard to build. Whatever the case, it might be quietly turning customers away.
The good news? There are simple, non-technical fixes that can make a big difference. Let’s take a look at what might be going wrong — and what you can do about it.
Dealbreakers.
Mobile unfriendliness
Although web designers still love to show off the desktop version of their designs (just so much easier to see all the lovely design goodness), the reality is that most people browse the internet on their phones, not their computers — so if your website isn’t mobile-friendly, you’re losing visitors before they even have a chance to engage. Your mobile design can’t be an afterthought.
If your website forces mobile visitors to pinch, zoom, and squint just to read your content, they’re not sticking around long enough to become customers. They’re leaving to find someone whose website doesn’t make them feel like they need reading glasses.
Test it:
Pull up your website on your phone right now. Can you navigate it with one thumb while holding a coffee in your other hand? No? Neither can your potential customers.
Navigation nightmare
As your business has grown, you’ve probably added new services, new resources, and new pages to your site. What started as a sleek five-page website might now resemble a digital junk drawer.
Your navigation should be intuitive — if visitors have to click around too much to find what they need, they’ll just give up. If locating your contact info feels like solving an escape room puzzle, you have a problem.
Want proof?
Ask someone who’s never seen your website before to find something specific — like your pricing or a particular service. Then watch silently as they click around in growing confusion and frustration. That’s what your potential clients experience every day.
Visual inconsistency
When you first built your site, everything probably matched perfectly. But over time, as you’ve added new pages and content, visual consistency has started to slip.
Now you have a mix of font sizes and styles, your images all have a different vibe, and no two buttons look the same. Your about page still has your old headshot from 2018, a (possibly confronting) contrast to your up-to-date social media profile image.
This inconsistency doesn’t just look unprofessional — it’s confusing for visitors. If your website looks like it was designed by a bunch of sugar-hyped toddlers, visitors will wonder if you’re just as nuts.
Trust-breakers.
Outdated design elements
Your business has come a long way, but your website looks like it took a wrong turn.
Design trends evolve quickly. What felt sleek and modern a few years ago might now be making your business look outdated (or worse – abandoned). It’s like showing up to a client meeting with a stack of CDs and a flip phone.
Signs your design belongs in a digital museum:
Clunky, non-responsive design that doesn’t adjust to modern screens
A colour scheme that no longer matches your brand
Stock photos that feel stiff, staged, or outdated
Design elements that feel (unintentionally) out of sync with modern aesthetics
Take Kirsten from Valour Projects. Her dance studio had grown into a thriving business, but her website still had that I’m-just-trying-this-out feel. After updating her site to reflect her company’s expertise and align with her brand, her bounce rate dropped by 23%, and she had an influx of new students.
First impressions matter — people are drawn to businesses that look like they have their act together.
Communication black hole
The way we communicate with each other has changed a lot. Maybe when you started, you put your personal cell phone number everywhere. Now you prefer email enquiries or have a booking system. But if your website still prominently features outdated contact methods — like a fax number or a generic email link without clear instructions—while burying the ones you actually check, you're creating a customer service black hole.
Pro tip:
Instead of just listing contact options, think about your customer's journey — at what point might they need an answer to a question, and how quickly would they need it? For example, if they're on the verge of making a decision, a live chat feature can provide instant reassurance. Or, if they're ready to call, a click-to-call phone number on mobile makes reaching you easy and fast. The easier you make it for people to get the info they need, the more likely they are to follow through.
Unclear value proposition
When someone lands on your homepage, they should immediately understand what you do, who you help, and why they should choose you over the competition.
If your homepage still features vague statements like "innovative solutions" or "exceeding expectations" without clearly explaining what problems you solve, you're just creating confusion. And confused visitors don’t become clients.
Your homepage needs to answer these questions in about five seconds:
What exactly do you do?
Who specifically do you do it for?
Why are you better than other options?
What's the next step?
If visitors need to read three paragraphs of business jargon to figure out what you’re selling, that’s a problem.
And I’m begging you, please don’t say “We are a [business] with a difference.” A difference? What difference?!
This phrase makes me cringe so hard, plus it does nothing but leave potential clients scratching their heads. If you’re trying to stand out, make it clear how you stand out.
Try this:
Ask someone (who isn’t familiar with your business) to look at your homepage for five seconds, then tell you what you do. If they can’t, it’s time to tweak your messaging.
Disconnected brand.
Your business has evolved since you first launched your website. You’ve figured out what you stand for and who you serve. Your messaging is more refined, your services more specialised, and you know exactly who your ideal client is because you serve them every day. But does your website reflect your new expert-level status?
Messaging misalignment
The way you talk about your business in person should be the same as how you sound in your website copy. It can be tempting to slip into overly professional or formal language when writing for your website, but if you're typically relaxed and approachable with clients, that’s the tone you should use online too.
Your website should reflect the real you — the tone and personality that resonate with your ideal clients. If your website still leans on generic industry jargon or stiff, corporate language, you risk creating a disconnect. Visitors who were referred to you or followed you on social media are expecting the same vibe they encountered with you in person. When your website sounds completely different, it creates confusion and can make visitors feel like they're in the wrong place.
Keep it simple, stupid
Only the best of the best should make it onto your website. Don’t keep something just because you’ve spent hours working on it. If it no longer serves a clear purpose that moves you closer to your business goals, ditch it.
Your website isn’t a historical archive — it's a marketing tool designed to attract the right clients for who you are today, not who you were three years ago.
Say as much as you can in as few words as possible (unless it’s your blog — in which case, feel free to waffle).
Visual identity crisis
Your visual brand has probably evolved too. Maybe your logo’s been refreshed, your colour palette better reflects your positioning, or your photography style on social media is more distinct.
When your website doesn’t reflect these visual updates, it creates a jarring experience for visitors who encounter your brand elsewhere first. That inconsistency sends a subtle red flag that something’s a bit off — even if they can’t quite put their finger on it.
Or maybe you didn’t even have a brand when you first started, and your website is basically a naked template — no frills, no personality, just the basics. That’s okay, we all start somewhere. But as your business has grown and your brand has evolved, your website needs to catch up. If it doesn’t, visitors might feel like they’ve walked into a completely different business.
Quick fixes that won’t make your brain hurt.
If you’re looking for some quick wins, here are simple, non-technical fixes that will make a noticeable difference — without overhauling everything. These updates will help address some of the subtle dealbreakers and trust-breakers that might be quietly turning customers away.
Update your call-to-action buttons
Replace generic “click here” links and buttons with specific actions like “Book a consultation” or “Get a free quote.” Visitors are more likely to click if they know what that button will do.
Add recent testimonials to high-traffic pages
Add fresh testimonials to high-traffic pages, especially those that tie into your services or products.
Declutter your homepage
A homepage full of outdated content or irrelevant info is confusing and overwhelming. Visitors should be able to get a snapshot of what you do, who you do it for, and why it’s worth their time in a few seconds. Cut anything that’s no longer relevant, and make sure everything else is easy to digest.
Test your site on mobile
It’s essential that it works well on mobile. If you’re not able to fix any issues yourself, you may need to consider engaging a pro with this one.
Be contactable
Test all the forms, click all the links, check all the phone numbers and physical addresses. Make sure it’s all current.
Refresh your about page
Your about page should reflect your current level of expertise, personality, and approach. Get rid of that old headshot from 2018 and replace it with a photo of you looking in to the camera, in the style of your brand vibe.
Audit your offer
If you’re still showcasing outdated products or services that don’t reflect your current business focus, it’s time to clean house. Make sure everything you offer is clearly represented and accurately described. Align this with the updated messaging you’ve been refining in your brand.
Update your images
Your images should feel like your brand. If your website still features stock photos or outdated images that don’t fit with your current vibe, you’re missing an opportunity to communicate who you really are. Images that reflect your brand will create a much stronger connection with your audience.
Simplify your menu
Cut your top navigation menu down to the essentials – just the links your visitors will need to complete your goal for them. Put everything else in dropdowns or the footer.
Add white space
If your content is crammed together, it’s hard to focus on what matters. Generous spacing allows your visitors to breathe and engage with your content without getting overwhelmed.
By incorporating these quick fixes, you'll address some of the most common issues that may be subtly turning potential customers away. If your website still feels like it's not fully aligned with your brand, doesn’t reflect your current level of expertise, or even these suggestions are too technical, it might be time for a bigger change.
You've got better things to do.
Let’s be honest — you didn’t start your business because you were passionate about web design* (unless you’re actually a web designer?). You’re in business because you’re good at what you do, whether that’s teaching, coaching, creating, or solving problems for your clients.
*I actually did start a few businesses because I was passionate about web design, and yet none of them offered web design products or services – at some point I’ll write about what the heck I was thinking!
Sure, it’s tempting to think you can handle every part of your website yourself. After all, it is your business, and you’re used to doing it all. But here’s the thing: Is spending your evenings and weekends tinkering with your site the best use of your time? Or would those hours be better spent working with clients, growing your business, or — crazy idea — actually having a life outside of work?
At some point, DIY stops making sense. Just like you wouldn’t perform your own root canal because there are YouTube tutorials on it (trust me, don’t google it — it’s gross), there comes a time when bringing in a professional isn’t just a good choice, it’s the smart one.
A website that truly represents your business shouldn’t be a hassle or a never-ending project. That’s where I come in. I take the stress out of website design so you can focus on what you do best — serving your clients, growing your business, and maybe even reclaiming your weekends.
Your website should be working for you, not the other way around. If it’s time to stop DIY-ing and start levelling up, let’s chat.
Curious if your website might be holding you back?
Fill out this form to request a free 5-minute homepage video review. Every Thursday, I review as many homepages as I can and provide personalised feedback on what could be working better. You'll get specific tips on what to tweak to improve your site’s performance, and most importantly, what might be pushing potential clients away.
Know other business owners who might be wondering why their once-effective website isn’t cutting it anymore? Feel free to share this article with them — it’s time to stop letting outdated websites get in the way of success.
