Five Website Mistakes That Are Costing You Clients

Your website is often the first — and sometimes only — interaction someone will have with your business before deciding whether to take the next step. But far too many business owners underestimate the role their website plays in converting visitors into paying clients.

At Lawson House, we review dozens of websites every month, and we tend to see the same issues come up over and over again. The good news? They’re all fixable. If your site isn’t converting like it should, it could be due to one (or more) of these five common mistakes.

Your Message Is Lacking

When someone lands on your homepage, they should instantly understand what you do, who you do it for, and how it benefits them. But too often, we see sites with vague headlines, clever-but-confusing taglines, or industry jargon that only makes sense to people already in the know.

If your visitor has to work to figure out what you’re offering, they won’t stick around to decode it. They’ll simply click away and find someone who communicates more clearly.

Instead, lead with a headline that speaks directly to your ideal client and tells them exactly what to expect. Your website should feel like a conversation, not a guessing game.

Pro Tip: Try the “5-second test.” Show your homepage to someone unfamiliar with your business for just a few seconds and then ask them to explain what you do. If they can’t, your messaging needs some work.

There’s No Clear Next Step

Even with strong messaging, a site without a clear call to action is a missed opportunity. We often see websites where visitors are left to figure out what to do next — should they book a call, fill out a form, scroll endlessly? Or worse, there are too many choices and no obvious path.

Every page on your site should guide the visitor toward one specific action. If you want people to book a consultation, make that button prominent and consistent. If you're offering a service, make the inquiry process simple and clear.

Give your audience a clear next step — and then guide them there more than once throughout the page.

Pro Tip: Keep your primary call to action consistent in both wording and design. A button that says “Let’s Chat” in one spot and “Book a Discovery Call” in another can feel disjointed or confusing.

Your Design Feels Outdated (Especially on Mobile)

Looks aren’t everything — but when it comes to your website, they matter a lot. An outdated layout, clunky navigation, or awkward design can immediately reduce trust. Visitors may subconsciously assume your services are outdated too, even if that’s far from the truth.

Even more critical? Mobile experience. With the majority of website traffic happening on phones, if your site doesn’t look good or function well on mobile, you’re missing out. Buttons need to be tappable, text should be easy to read, and everything should load quickly.

Investing in a modern, clean layout with mobile responsiveness isn’t just about aesthetics — it’s about creating a user experience that builds trust and keeps people engaged.

Pro Tip: Open your website on your phone and navigate as if you were a potential client. Is it easy to scroll, read, and take action? If not, it’s time for an update.

You’re Not Speaking to Your Ideal Client

Your website shouldn’t be written for everyone — it should be written for your people. One of the biggest mistakes we see is business owners trying to appeal to a broad audience, resulting in generic copy that lacks connection.

If your content is focused on your credentials or a laundry list of services, it’s probably not resonating. Your audience doesn’t just want to know what you do — they want to know how you’ll make their life easier, better, or more successful.

Speak directly to your ideal client’s pain points, goals, and dreams. Reflect their language, answer their unspoken questions, and show that you understand exactly where they are — and where they want to be.

Pro Tip: A simple exercise: reread your homepage and ask, “Is this more about me or them?” Shift the focus toward your client whenever possible.

Your Site Is Too Slow or Doesn’t Perform Well

Site performance is one of those things you may not think about until someone complains — but it’s quietly costing you clients. A slow website, broken links, or poor functionality create friction that drives people away.

Speed matters. In fact, most users will leave a page if it takes longer than a few seconds to load. That means even if your design is beautiful and your copy is dialed in, it won’t matter if the page doesn’t load fast enough to keep your visitor’s attention.

Run a quick performance audit using a free tool like Google PageSpeed Insights. If your site is lagging, it could be due to oversized images, outdated plugins, or poorly optimized code.

Pro Tip: Make “function” just as much of a priority as “form.” A beautiful website that loads slowly will still lose visitors.

Let’s Make Your Website Work Harder for You

The great news? All of these mistakes are fixable — and even small changes can have a big impact. Whether you’re DIY-ing your website or working with a designer, these five areas are a great place to start improving your site’s performance and conversion rate.

Not sure where your site stands? We’ve got you. Request a free brand and website audit here!

We’ll send you a custom video walkthrough with honest, expert feedback and actionable recommendations to make your website more effective — no strings attached.