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A website is one of the most powerful tools for growing your business. Whether potential customers find you through search engines, social media, or word of mouth, your website is often their first introduction to you and what you offer. But here's the thing: if your website isn't built well, it could be turning those visitors away, and you might not even realise it.
Many business owners invest in a site, assuming that once it's live, the work is done. In reality, poor optimisation, slow performance, and bad user experience can mean lost inquiries, low Google rankings, and an unprofessional first impression. If your website isn't providing the results you expected, here's what could be holding it back - and how fixing these issues can lead to better visibility, more leads, and stronger business growth.
Here's an industry secret for you: Many freelancers and agencies actually sell templated websites at bespoke website prices. Business owners are told they're getting a "custom" website when, in reality, they're paying premium prices for a modified template. Some agencies and freelancers use pre-made website themes, tweak a few colours and fonts, and pass them off as bespoke designs - charging thousands for something that took them a fraction of the time to produce.
Here's how it happens and just some of the limitations:
A true custom website is built around your business, not around a template someone downloaded in minutes. It considers everything from your branding and goals to how customers will interact with it. The bottom line is if someone is happy passing off a templated website as a custom design, the unfortunate reality is that they probably don't care about you, your business or the results driven by the new website. They're here for the money, and whatever happens after that isn't their problem. And the worst part? Some charge premium rates for templated sites while leaving out crucial elements like SEO, accessibility, and UX. That's like buying a car with a great paint job but no engine.
A mistake some businesses make is assuming that if a website looks decent, it must be doing its job. But functionality matters just as much as appearance. A site that loads slowly, is hard to navigate, or isn't optimised for search engines can quietly cost you, potential clients or customers. And then there's mobile optimisation - something many businesses overlook despite the fact that over 60% of web traffic now comes from mobile devices. Google prioritises mobile-friendly websites in search rankings, meaning if your site isn't built to perform well on phones, it's already at a disadvantage. A site that looks good on desktop but falls apart on mobile, with unreadable text, oversized images, or buttons that are impossible to tap, can frustrate visitors and drive them away, where as a properly optimised mobile experience ensures that:
If your website hasn't been built with mobile users in mind, it's not effectively reaching over half your potential audience.
You can have the best-looking website in the world, but if it's buried on page three of Google, it's not bringing in new customers. That's where Search Engine Optimisation (SEO) comes in. SEO helps your website show up in Google search results when potential customers are looking for the services you offer. However, SEO isn't a one-time fix; it requires ongoing optimisation and maintenance to yield results.
Google's search algorithm is constantly changing, and websites that aren't regularly updated and optimised will start slipping down the rankings. Key factors that impact SEO include:
Many businesses invest in SEO once, but without ongoing maintenance, rankings can drop quickly, meaning the initial investment becomes wasted money. A strong website should be consistently optimised to keep visibility high and traffic flowing.
Have you ever visited a website and immediately left because you couldn't find what you were looking for? That's exactly what happens when a website has a poor user experience. A well-structured website guides visitors naturally, making it easy for them to explore your services, book appointments, or get in touch. When navigation is clunky or unclear, visitors will simply leave.
Some of the biggest UX issues include:
If your website isn't leading visitors to take action, it's not doing its job properly.
A website should visually represent your brand, but more importantly, it should be intentional about how it uses images, colours, and layout to build trust and credibility. Another mistake businesses can make when building a website is relying too heavily on generic stock imagery. While stock photos can be helpful, they should be carefully selected to align with your brand identity. Overused, impersonal stock images can make your website feel detached and inauthentic. If possible, incorporating branded photography, whether of your team, your workspace, or behind-the-scenes shots, helps make your business feel more real and relatable to potential customers.
Other small but impactful design details include:
Great web design helps your brand stand out and makes visitors feel confident in your business.
If your website is slow, outdated, hard to use, or not ranking well, it's probably costing you customers. Many business owners don't realise how much traffic they lose simply because their site isn't built to perform. Investing in a well-designed, optimised website makes sure your business is easy to find, easy to engage with, and built to grow. If you're looking for a bespoke website optimised personally for you and your business or are even wondering how to improve your site's SEO, speed, and user experience, we'd love to help. Let's chat about how we can make your website work harder for your business.
