1. I can't work out what your business actually does
We've all encountered websites like this. The ones with fancy slogans like 'innovative solutions that elevate'. Elevate what?! This phrasing sounds impressive, but break it down and it actually says... absolutely nothing. People don't want to land on a business website and then have a puzzle to solve in terms of what that company actually does. Your homepage should answer the following three questions in your business website copy:
- What do you do?
- Who is your customer?
- Why should the customer choose your business over other competitors?
If your website copy doesn't clearly convey this, visitors have to scroll and search to find the value that you offer. And let's face it, who has the time to scroll through paragraphs of jargon or click between multiple pages just to understand your what business does?
Instead, use straightforward language that explains your services in plain English. If a first-time visitor can understand your business within five seconds, you're already creating a much better user experience than many of your competitors.
Ask someone who's never heard of your business to look at your homepage for five seconds. If they can't accurately describe what you do afterwards, your messaging probably needs simplifying.
2. It's too slow to load
You click on a website, wait a few seconds, and... nothing. If you're the patient type, you might hit refresh, and try again. Maybe give it a few more seconds... still nothing. Oh well, time to find another website that loads faster.
That's exactly the issue if your website is too slow. You lost the customer before they've even properly checked out what you offer. Maybe the images on your site slowly appear one by one. Maybe the text jumps around as the page loads. Or perhaps you're left staring at a blank screen, wondering if the site is even working.
If any of these problems occur, most people won't wait around to find out. They'll simply leave and try one of your competitors instead.
A slow website creates a poor first impression. It can make your business appear outdated, unreliable or unprofessional, even if the products or services you offer are excellent. In a world of instant gratification, where we can order food at the click of a button using our phones and where we're used to finding information instantly, every extra second of waiting increases the chance that visitors will simply abandon your site.
Website performance doesn't just matter to your visitors either. Search engines like Google and AI language learning models like ChatGPT also take page speed into account when ranking or suggesting websites. They use metrics known as core web vitals to measure how quickly pages load, how responsive they feel and how visually stable they are.
The good news is that improving your website's performance often comes down to fixing a handful of common issues, such as oversized images, unnecessary plug-ins, poor hosting or bloated code. A faster website creates a smoother user experience, encourages people to stay for longer and gives you a better chance of turning visitors into customers. Read our guide for 8 easy ways to improve the speed of your website.
You can also run your website through Google PageSpeed Insights. It'll highlight issues affecting your website performance and suggest improvements that will help your pages load faster.
3. The visuals are too cluttered
This is another common one we see all too often as a creative design agency in Suffolk. Good design isn't just about making something look pretty. It's about understanding how we as humans read and process information. It's also about how you can make the process of finding what you're looking for as sleek and as intuitive as possible – one of the core foundations of user experience (UX) design.
Think about it from the user's perspective. When they first arrive on your business homepage, their brain is trying to answer a few simple questions:
- Am I in the right place?
- Can this business help me?
- What should I do next?
If they're met with walls of text, clashing colours, multiple fonts, endless animations and buttons fighting for attention, their brains have to work much harder to find those answers. This is known as 'cognitive overload' – when there's simply too much information competing for your attention at once.
A cluttered website doesn't just look messy, it creates a poor user experience. Visitors spend more time trying to work out where they are and where they should be going than actually engaging with your content. In many cases, they'll simply give up and leave.
Good website design isn't about stripping everything back until it looks empty. Instead, it focuses on a clear visual hierarchy that naturally guides people through the page. The most important information should stand out first, and supporting content should come next. Every element should have a purpose. If it doesn't, get rid of it.
Whitespace, consistent typography, thoughtful use of colour and well-placed calls to action all play an important role in improving website user experience and improving the number of conversions you get.
Remember, people don't read websites word for word – they scan. A clean website design helps them find what they're looking for quickly. If you're wondering whether your website follows best practice design, look at one of your web pages and ask yourself: "Where do I want visitors to look first?" If the answer isn't immediately obvious, your visual hierarchy probably needs some attention.
4. I can't find what I'm looking for
You know your business inside out, but remember that visitors to your site don't – they're likely seeing it for the first time.
One of the quickest ways to frustrate people is by making them hunt for basic information. They shouldn't have to play detective. Whether it's your prices, contact details, opening hours or the services you offer, visitors expect to be able to quickly find what they're looking for, with as little effort as possible.
A confusing website navigation or overly complicated menu structure forces people to stop and think. Instead of naturally moving through your website, they're left clicking backwards and forwards, trying to guess where information might be hidden. This is where good UX comes in.
Behind every easy-to-use website is a well-planned 'information architecture' (the way pages are organised, grouped and labelled). This means putting the right information in the right place, using language your audience actually understands.
Think about the user journey, too. If someone lands on your homepage wanting to know whether you offer a particular service, how many clicks does it take them to find the answer? If they have to navigate through multiple menus or read several pages before getting there, there's a good chance they'll leave before they ever make an enquiry.
The best business websites feel almost effortless to use. Visitors instinctively know where to click next because the navigation is logical, the page names are clear and the journey has been designed around their needs rather than your internal business structure.
Ask a friend who's never visited your website to find a specific piece of information, such as your pricing or contact page. If they hesitate, click the wrong menu or ask where to look, it's a sign your navigation could be simplified.
5. It doesn't work properly on my phone
According to Statista, in the first quarter of 2026, mobile devices (excluding tablets) accounted for 52.27 percent of global website traffic. Human beings are always on the go, and it's highly likely that many of your customers will be looking at your websites on a mobile phone.
That means that websites need to be responsive (for mobiles). And by saying this, we don't just mean 'it fits the screen'. It also has to be usable and work well for the person using it. A lot of businesses claim their site is responsive – but that doesn't necessarily mean it's easy to use, too. Mobile users behave differently to those using a desktop. They're looking for quick answers, directions, phone numbers or a simple way to get in touch. If they have to pinch, zoom or search around the page to complete a task, they're far more likely to leave than persevere.
Think about the last time you looked at a website on your phone. Could you easily read the text? Tap the buttons? Fill in a contact form? Find the information you were looking for without endlessly scrolling or zooming in?
For many businesses, a website that looks great on a desktop can become frustrating on a smaller screen. Tiny text, overlapping images, buttons that are difficult to tap and menus that don't work properly all create unnecessary obstacles for visitors.
A mobile-friendly website should be built using responsive design, meaning the layout, images and content automatically adapt to suit different screen sizes and devices. Good mobile usability is about making every interaction feel effortless. Clear buttons, streamlined navigation and fast loading pages all contribute to a better experience.
Grab your phone and load your business website. Complete the same journey you'd like a new customer to do. Can you easily find your services, contact details or enquiry form using just your thumb? If not, your mobile experience could be costing you enquiries.
6. I don't trust your business
This is an important part of a website that both businesses and visitors overlook. From the user's point of view, they land on a website, but there's no phone number, no address, no reviews, no case studies or portfolio, and no indication of who's behind the company. Would you feel confident handing over your money?
We also see plenty of people starting a business and setting up a website with no plans for 'trust signalling' in place, i.e. they just want to build a website and think fancy copy will draw people in. It is never that simple. Customers want to see evidence that you're worth their time and money. Customer testimonials, online reviews, case studies, industry accreditations and recognisable client logos all help demonstrate that real people have had positive experiences with your business. Even something as simple as including a physical address, professional email address and clear contact information can make a difference.
When we use a website, we're subconsciously looking for reassurance. We want to know that the business is legitimate, experienced, has successfully helped other people and is easy to contact if there's a problem.
Trust also extends to the technical side of your website. If your site isn't secure, visitors may see browser warnings or hesitate before submitting an enquiry form. A secure website with https encryption helps protect user data while reassuring visitors that they're interacting with a legitimate business.
7. This is too much hard work
No-one wants to use a website that feels like it's just too much hassle. Don't make visitors work harder than they need to. Remember that people visit your business website with a clear goal in mind – to learn more about your company, request a quote, book a meeting or make a purchase.
The harder you make the task they intend on completing, the more likely they are to leave.
Every unnecessary step adds friction. Long contact forms asking for information you don't really need, hidden pricing, multiple clicks to reach important pages, confusing calls to action and intrusive pop-ups all interrupt the user experience and make completing even the simplest task feel like a chore.
Ask yourself: does someone really need to create an account just to make an enquiry? Do you need to ask for their company size, budget and phone number before they've even had a conversation with you? Could they achieve the same outcome with fewer clicks?
The best websites remove obstacles rather than creating them. Every page should guide visitors naturally and quickly towards the next step, with clear calls to action and as little effort as possible.
To test your own site, try completing your own enquiry process from start to finish. Count how many clicks it takes, how many fields you have to complete, and whether every step genuinely adds value. If something feels unnecessary, your visitors might think so too.
