By dan
If you’re a small business owner, you’ve probably invested time or money into your website, only to feel like it’s not doing anything.
You’re not alone.
Most business websites aren’t pulling their weight. And it’s not because they look bad. It’s because they’re missing a few key things that actually make a website work.
I’ve spent the past 10 years helping small businesses build websites that generate real leads and sales. In this post, I’m going to show you the 4 most common website mistakes I see and how to fix each one.
One of the biggest mistakes I see? A homepage headline that just says the business name.
Think about your own behavior. When you land on a website, you want to know what the company does immediately. If that’s not clear, you bounce.
How to fix it:
Use your hero section to state what you do and how you help. Plain English. No fluff. No “Welcome to our website.”
Let’s use home renovation as an example:
"We make custom kitchens and bathrooms for families in the Greater Toronto Area."
That’s it. Simple, direct, and clear.
Vs
Trying to appeal to everyone is the fastest way to appeal to no one.
If I land on your site and don’t immediately feel like it’s for me, I’m gone.
How to fix it:
Figure out your ideal customer. Look at your best past clients. What do they have in common? Industry, size, location, goals?
Once you know that, tailor your messaging to them.
Use phrases like “for busy contractors” or “for growing wellness clinics” to signal exactly who you help.
Most people won’t convert on their first visit. They want to see that other people trust you.
If your website doesn’t show proof, you’re making them do extra research or worse, bounce.
How to fix it:
Add testimonials, reviews, client logos, or short case studies right on your site.
Here’s a simple format that works:
“Working with [Your Business] was easy. We saw results in the first month.” – Happy Client
Bonus: Embed Google reviews or use screenshots of real feedback to keep it authentic.
"If your website doesn’t build trust and guide action, it’s just a digital brochure."
You’d be surprised how many business websites have no obvious next step.
You scroll the whole homepage and there’s nowhere to click.
How to fix it:
Add a clear, specific call to action and place it in multiple spots: the hero section, navigation bar, and at the bottom of the page.
Some solid examples:
“Book a Free Consultation”
“Get a Custom Quote”
“Download Our Pricing Guide”
If you’re not ready to ask for a sales call, offer a lead magnet instead, like a free checklist, calculator, or guide in exchange for name/email.
One of my clients, a local contractor, made these exact changes:
Clear headline
Focused audience
Added reviews
One big button that said “Book a Free Estimate”
Their website inquiries jumped by 30% in the first month.
These aren’t complex fixes, but they work. Every time.
Your website isn’t just a digital business card. It should earn its keep.
When it’s done right, it attracts the right people, builds trust, and makes it easy to take the next step.
To recap, here’s what every small business website needs:
A clear statement of what you do
Messaging tailored to your ideal client
Social proof (testimonials, reviews, case studies)
A strong, visible call to action
If you want to know how your current website stacks up, drop a link in the comments and I might audit it in an upcoming post.
Or if you’d rather get expert help privately, fill out our form to see if we’re a good fit.
