When designing a website, most entrepreneurs focus on the obvious things: making it look professional, ensuring the colors match their brand, and setting up a homepage that makes a good first impression.
But here’s the truth — great design alone doesn’t guarantee a website that works. The most successful websites are the ones that balance design with strategy. And that’s where many business owners miss the mark.
1. Forgetting About the Customer Journey
It’s easy to get caught up in what you want people to see first. But have you thought about the path your visitors naturally take?
- Do they know what you offer right away?
- Is it clear what step they should take next?
- Can they easily find answers to their questions?
If the journey isn’t clear, you risk losing them — no matter how polished the design is.
2. Ignoring Calls to Action (CTAs)
A beautiful website without direction is like a store without signs. You need to guide visitors toward the next step. Whether that’s joining your email list, booking a call, or purchasing a product, your site should clearly tell people what to do next.
Too many business owners bury their CTAs or don’t include them at all, missing a huge opportunity to convert casual visitors into loyal customers.
3. Not Building Trust Early Enough
People rarely buy from businesses they don’t trust. That’s why your website needs to show credibility upfront. Testimonials, case studies, or even a simple message that conveys your story can make a big difference.
Unfortunately, many business owners either skip this or hide it away in less-visited corners of their site.
4. Overlooking Content That Connects
Your website isn’t just about what you sell — it’s also about why you do it. When your copy speaks directly to your customer’s needs and challenges, you create a connection that design alone can’t achieve. Skipping this step leaves your site looking nice but feeling empty.
The Bonus Most People Miss
Even if you check all the boxes above, there’s still one page that often gets overlooked — and it can make or break your conversions.
I cover this page in detail on my Smarter Online Business podcast. Tune in to this episode: The Most Overlooked Page on Your Website (and Why It’s Hurting Conversions).
You’ll learn:
- What the page is (you likely already have it)
- Why it’s a powerful trust-builder
- Simple tweaks to turn it into a conversion tool
If you’re serious about making your website do more than just “look good,” this episode is your next step.
