10 Website Design Mistakes Costing You Customers (And How to Fix Them Today)

Your website is losing you customers right now.

Not because your product is bad. Not because your prices are too high. But because of preventable design mistakes that frustrate visitors and send them straight to your competitors.

I've been building websites for 40 years, and I've seen the same critical errors repeated across thousands of business websites. The good news? Every single one can be fixed—often in less than an afternoon.

In this guide, I'll show you the 10 most common website design mistakes that cost businesses customers every day, and give you the exact steps to fix them. No technical jargon, no expensive overhauls—just practical solutions you can implement today.

Mistake #1: Slow Loading Speed

1The Problem: Every second counts. Research shows that 53% of mobile users abandon sites that take longer than 3 seconds to load. If your website takes 5-6 seconds to load, you're losing more than half your potential customers before they even see your content.

Why It Happens:

• Oversized, unoptimized images (the #1 culprit)
• Too many plugins or scripts running simultaneously
• Poor quality web hosting (cheap isn't always better)
• No caching or compression enabled
• Outdated website platform or code

The Fix:

• Optimize images: Use tools like TinyPNG or ImageOptim to compress images without losing quality. Aim for under 100KB per image.
• Enable caching: Install a caching plugin (WP Rocket for WordPress, or similar) to store static versions of your pages.
• Use a CDN: Content Delivery Networks like Cloudflare distribute your site across global servers, reducing load times worldwide.
• Minimize scripts: Remove unused plugins and combine CSS/JavaScript files where possible.
• Upgrade hosting: If you're on bargain-basement hosting, invest in quality providers like SiteGround or WP Engine.

Mistake #2: Poor Mobile Experience

2The Problem: Over 60% of web traffic now comes from mobile devices, yet countless websites still deliver clunky, frustrating mobile experiences. Tiny text, buttons you can't tap, horizontal scrolling—these issues send mobile users running.

Why It Happens:

• Websites designed "desktop-first" without mobile consideration
• Fixed-width layouts that don't adapt to screen sizes
• Navigation menus that don't work on touchscreens
• Pop-ups and overlays that can't be closed on mobile

The Fix:

• Test on real devices: Don't just resize your browser—grab your phone and actually navigate your site. Is everything easy to tap? Can you read the text without zooming?
• Use responsive design: Your website should automatically adapt to any screen size. Most modern website builders include this by default.
• Increase tap target sizes: Buttons and links should be at least 44×44 pixels—the minimum size for comfortable tapping.
• Simplify mobile navigation: Use a hamburger menu or simplified navigation that doesn't crowd the small screen.
• Eliminate horizontal scrolling: Content should flow vertically on mobile. Horizontal scrolling is a cardinal sin of mobile design.

Mistake #3: Unclear Value Proposition

3The Problem: Visitors land on your homepage and think "What do they actually do?" If someone can't understand what you offer and why they should care within 5 seconds, they'll leave. Generic taglines like "Quality Service Since 1995" tell visitors nothing.

Why It Happens:

• Business owners assume visitors already know what they do
• Vague, industry-jargon-filled descriptions
• Focus on features instead of benefits
• Buried messaging below the fold or in nested pages

The Fix:

• Lead with clarity: Your homepage hero section should answer three questions immediately: What do you do? Who do you help? How are you different?
• Use customer language: Write how your customers talk, not how industry insiders talk. Replace "solutions provider" with "we build websites for small businesses."
• Lead with benefits: Instead of "Advanced SEO Services," try "Get More Customers From Google Without Paying For Ads."
• The 5-second test: Show your homepage to someone unfamiliar with your business for 5 seconds. Can they tell you what you do? If not, rewrite your messaging.

Before: "Leveraging cutting-edge digital transformation solutions to optimize enterprise synergies."

After: "We build websites that turn visitors into customers. No jargon, no hassle—just results."

Mistake #4: Too Many Calls-to-Action

4The Problem: "Call Now!" "Email Us!" "Download Our Brochure!" "Get a Quote!" "Follow on Facebook!" When you ask visitors to do everything, they do nothing. Too many options create decision paralysis.

Why It Happens:

• Every department wants their CTA on the homepage
• Fear of missing opportunities
• Lack of clarity about the primary business goal

The Fix:

• Choose ONE primary action: What's the one thing you want visitors to do? Make that CTA the biggest, brightest, most obvious element.
• Limit secondary CTAs: You can have secondary options (e.g., "Learn More"), but they should be visually subordinate to your primary CTA.
• Use hierarchy: Primary CTA = green button, large, above the fold. Secondary CTAs = smaller, subtle, text links.
• Different pages, different CTAs: Your homepage CTA might be "Get a Free Quote," but your blog posts could have "Subscribe for Tips."

Mistake #5: Missing or Weak Social Proof

5The Problem: You're asking strangers to trust you with their money, but you're not showing any evidence that others have done so successfully. Without testimonials, reviews, case studies, or trust badges, visitors have no reason to believe you're legitimate.

Why It Happens:

• Business owners don't think to ask for testimonials
• Worried about looking "salesy" or boastful
• Don't realize how much trust signals matter online

The Fix:

• Display testimonials prominently: Homepage, service pages, and contact pages should all feature customer reviews.
• Use real names and photos: "John S." with a stock photo looks fake. "John Smith, Owner of Smith Plumbing" with a real photo builds trust.
• Include specific results: "Great service!" is weak. "Marcus built our website in 3 weeks and we've had 40% more enquiries since launch" is powerful.
• Embed Google Reviews: Show your Google rating and recent reviews directly on your site using review widgets.
• Add trust badges: Display security certificates, industry memberships, accreditations, and payment logos (Visa, Mastercard, etc.).
• Show client logos: If you've worked with recognizable brands, display their logos (with permission).

Mistake #6: Hidden or Complicated Contact Information

6The Problem: A visitor is ready to buy, but they can't figure out how to contact you. Your phone number is buried in the footer. Your contact form requires 12 fields. Your email address is nowhere to be found. Congratulations—you just lost a sale.

Why It Happens:

• Fear of spam or unwanted calls
• Complicated contact forms trying to "qualify" leads
• Contact info relegated to a separate "Contact Us" page

The Fix:

• Phone number in the header: If you want phone calls, put your number in the top right of every page. Make it clickable on mobile.
• Simplify contact forms: Name, email, message. That's it. You can ask for more details after they contact you.
• Multiple contact options: Phone, email, contact form, and even WhatsApp or live chat. Let customers choose their preferred method.
• Include business hours: Tell people when you're available. "We respond within 2 hours during business hours" sets expectations.
• Add a physical address: Even if you don't have a storefront, showing your city/region builds local trust.

Mistake #7: Poor Typography and Readability

7The Problem: Grey text on grey backgrounds. Fancy script fonts for body text. Text packed so tightly it's exhausting to read. Huge walls of text with no breaks. If reading your website requires effort, people won't do it.

Why It Happens:

• Prioritizing "design" over readability
• Using trendy fonts that look cool but are hard to read
• Not understanding typography basics (size, spacing, contrast)

The Fix:

• Increase font size: Body text should be at least 16px on desktop, 18px on mobile. Headings should be significantly larger.
• Use high contrast: Dark text (#333) on light backgrounds (#fff) or vice versa. Avoid light grey on white.
• Limit fancy fonts: Decorative fonts are fine for headings, but stick to clean sans-serif fonts (Arial, Helvetica, Open Sans) for body text.
• Add breathing room: Use line spacing (1.6-1.8 line height) and generous paragraph spacing. White space is your friend.
• Break up text: Use headings, bullet points, short paragraphs (3-4 lines max), and images to create visual breaks.
• Optimize line length: Text lines shouldn't stretch across the entire wide screen. Aim for 60-80 characters per line maximum.

Mistake #8: Outdated Design That Screams 2005

8The Problem: Flash animations, beveled buttons, Comic Sans headings, tiled backgrounds, auto-playing music. If your website looks like it was built when flip phones were cutting-edge, visitors will assume your business is equally outdated.

Why It Happens:

• "If it ain't broke, don't fix it" mentality
• Websites are expensive to update (or so business owners think)
• Not realizing how quickly design trends evolve

The Fix:

• Embrace modern design trends: Clean layouts, ample white space, high-quality photography, subtle animations, and bold typography define modern web design.
• Remove outdated elements: Flash (doesn't even work anymore), auto-play videos, splash pages, hit counters, guest books—delete them all.
• Upgrade your color scheme: If you're using 5+ colors, gradients everywhere, or neon combinations, it's time for a palette update.
• Modernize your images: Replace low-resolution, clip-art style graphics with high-quality photos or custom illustrations.
• Consider a redesign: If your site is more than 5 years old, a complete redesign might be more cost-effective than trying to patch it up.

Mistake #9: No Clear User Journey or Navigation

9The Problem: Visitors land on your site and don't know where to go next. Your navigation menu has 15 items with confusing names. Important pages are buried 4 clicks deep. There's no logical path from "just browsing" to "ready to buy."

Why It Happens:

• Navigation organized by business departments, not customer needs
• Trying to give every page equal prominence
• Not mapping out the customer decision-making process

The Fix:

• Simplify your main navigation: Limit menu items to 5-7 options maximum. Use dropdown menus sparingly.
• Use clear labels: "What We Do" is vague. "Web Design Services" is clear. Use language customers would search for.
• Map the customer journey: Think about the steps: Awareness → Interest → Consideration → Decision. Guide visitors through this path.
• Strategic internal linking: Every page should suggest a logical next step. Services page → Portfolio examples → Contact form.
• Include a search function: For content-heavy sites, a search bar helps visitors find exactly what they need.
• Add breadcrumbs: Show visitors where they are in your site structure (Home > Services > Web Design).

Mistake #10: Ignoring Accessibility

10The Problem: Your website excludes 15% of potential customers with disabilities. Missing alt text on images. Poor color contrast. No keyboard navigation. Videos without captions. These barriers don't just lose you customers—they can also create legal liability.

Why It Happens:

• Lack of awareness about accessibility requirements
• Assumption that "no one with disabilities uses our site"
• Perceived complexity or cost of making sites accessible

The Fix:

• Add alt text to all images: Describe what the image shows for screen readers. "Red brick building exterior" not just "building."
• Ensure keyboard navigation works: Some users can't use a mouse. Every clickable element should be accessible via Tab key.
• Use proper heading structure: H1 for main title, H2 for sections, H3 for subsections. Screen readers use these to navigate.
• Maintain color contrast: Text should have a contrast ratio of at least 4.5:1. Use WebAIM's contrast checker tool.
• Caption videos and provide transcripts: Audio content should be accessible to those who are deaf or hard of hearing.
• Make forms accessible: Properly label all form fields so screen readers know what information to enter.
• Test with accessibility tools: Use WAVE or Axe browser extensions to identify accessibility issues.

The Real Cost of These Mistakes

Let's put this in perspective. If your website gets 1,000 visitors per month and has a typical 2% conversion rate, that's 20 new customers or enquiries monthly.

Now imagine fixing just 3-4 of these mistakes doubles your conversion rate to 4%. That's 40 customers instead of 20—an extra 20 customers every single month, without spending a penny on additional marketing.

If each customer is worth £500 to your business, these preventable design mistakes are costing you £10,000 per month. That's £120,000 per year left on the table.

The investment to fix these issues? Often less than £2,000 for professional help, or even free if you tackle them yourself using the guidance above.

Your Action Plan: Fix These Today

You don't need to fix everything at once. Here's your priority action plan:

Week 1 - Quick Wins (2-3 hours):

• Test your site speed and optimize largest images
• Rewrite your homepage value proposition for clarity
• Add your phone number to the header
• Simplify your primary CTA

Week 2 - Medium Effort (4-6 hours):

• Test mobile experience and fix obvious issues
• Collect and add 3-5 customer testimonials
• Simplify your navigation menu
• Add alt text to all images

Week 3-4 - Bigger Projects (8+ hours or professional help):

• Improve typography and readability
• Assess if you need a design refresh
• Run full accessibility audit
• Map and optimize customer journey

Ready to Fix Your Website?

Reading this guide is a great first step—but nothing beats having an experienced professional audit your specific website and provide tailored recommendations.

I've been building websites in Somerset for 40 years, and I've helped hundreds of local businesses transform their online presence. From small tweaks that boost conversions to complete redesigns that position you as the leader in your market.

Have questions about your website? Call me directly at 07528 579215 or email marcus@exmoorweb.co.uk—I'm always happy to chat about web design.