10 Website Mistakes That Are Killing Your Small Business (And How to Fix Them)

Your Website Is Costing You Money Right Now

Here's a hard truth most web designers won't tell you: the average small business website converts less than 2% of visitors into customers. That means for every 100 people who visit your site, 98 leave without contacting you.

In my 14+ years building websites for Houston small businesses, I've audited hundreds of sites. The same mistakes appear over and over—mistakes that seem minor but collectively cost business owners thousands of dollars in lost revenue every month.

The good news? Most of these problems are fixable. Often within a few hours. Let me show you what they are and exactly how to fix them.

Mistake #1: Slow Loading Speed (The Silent Killer)

The Problem

Your website takes more than 3 seconds to load. You might not notice because you've got fast internet, but your customers do. Every second of delay reduces conversions by 7%.

Real impact: A Houston plumbing company came to me with a Wix site that took 8.2 seconds to load on mobile. They were getting traffic but almost no calls. After rebuilding to 1.8 seconds, their conversion rate tripled.

Why It Happens

• Unoptimized images (the #1 culprit)
• Too many plugins and widgets
• Cheap hosting with slow servers
• Template platforms with bloated code
• No caching or CDN setup

How to Fix It

Quick wins (do today):

1. Compress all images using TinyPNG or ShortPixel
2. Remove unused plugins and widgets
3. Enable browser caching
4. Use a CDN (Cloudflare is free)

Longer-term fixes:

• Switch to better hosting (I recommend Vercel for Next.js sites)
• Rebuild on a faster platform if you're on Wix/Squarespace
• Implement lazy loading for images below the fold
• Minimize JavaScript and CSS files

How to test: Use Google PageSpeed Insights (free). Aim for 90+ on mobile.

Mistake #2: No Clear Call-to-Action (Confusion Kills Conversions)

The Problem

Visitors land on your site and don't know what to do next. Your phone number is buried in the footer. Your contact form is three clicks away. There's no obvious next step.

I call this "the museum website"—pretty to look at, but visitors just browse and leave.

Why It Happens

• Designers focus on aesthetics over function
• Business owners assume customers will find contact info
• Fear of being "too salesy"
• Copying competitors who also do it wrong

How to Fix It

Make your primary action impossible to miss:

1. Phone number in the header - Clickable on mobile
2. CTA button above the fold - "Get Free Quote," "Schedule Service," "Book Now"
3. Sticky header or footer - Contact options always visible
4. Multiple CTAs per page - Don't make them scroll to find it
5. Contrasting colors - Your CTA button should stand out

Good CTA examples for different industries:

• HVAC: "Schedule Emergency Repair" (urgent)
• Law Firm: "Free Case Evaluation" (value)
• Restaurant: "Reserve a Table" (action)
• Contractor: "Get Free Estimate" (low commitment)

Bad CTAs: "Submit," "Learn More," "Click Here" - these are vague and uninspiring.

The Test

Ask someone who's never seen your site: "What do they want me to do?" If they can't answer in 3 seconds, you have a problem.

Mistake #3: Not Mobile-Optimized (70%+ of Your Traffic)

The Problem

Your website looks great on your desktop but terrible on phones. Text is too small, buttons are hard to tap, and users have to zoom and scroll horizontally.

Critical fact: Over 70% of local searches happen on mobile devices. If your site isn't mobile-friendly, you're invisible to most customers.

Why It Happens

• Built on old platforms that weren't mobile-first
• Desktop-first design approach
• Testing only on your own device
• Template limitations

How to Fix It

Essential mobile fixes:

1. Responsive design - Site adapts to any screen size
2. Tap targets - Buttons at least 44x44 pixels
3. Readable text - 16px minimum font size
4. No horizontal scrolling - Everything fits the screen
5. Click-to-call - Phone numbers dial when tapped
6. Simplified navigation - Hamburger menu that works
7. Fast loading - Mobile users are often on slower connections

Test your site:

• Use Google's Mobile-Friendly Test
• Actually use your site on your phone
• Try booking/contacting as a customer would

The Stakes

Google uses mobile-first indexing. If your mobile site is bad, your rankings suffer everywhere.

Mistake #4: No Trust Signals (Why Should I Believe You?)

The Problem

Your website makes claims but doesn't prove them. "Best service in Houston!" "Quality you can trust!" "Professional and reliable!" - these mean nothing without proof.

Customers are skeptical. They've been burned before. Your site needs to earn their trust before they'll pick up the phone.

Why It Happens

• Business owners know they're good, so they assume customers do too
• Not asking customers for reviews
• Forgetting to display credentials
• Thinking "it looks salesy"

How to Fix It

Trust signals that actually work:

1. Customer reviews - Google reviews embedded on site (with dates)
2. Before/after photos - Visual proof of your work
3. Video testimonials - Most powerful form of social proof
4. Certifications and licenses - Display prominently
5. Industry associations - BBB, trade organizations
6. Years in business - "Serving Houston since 2010"
7. Insurance and bonding - Especially for contractors
8. Real team photos - People trust faces, not stock images
9. Case studies - Detailed examples of your work
10. Guarantees - Remove the risk

Where to place them:

• Testimonials near CTAs (right before they decide)
• Certifications in header or footer
• Before/after galleries on service pages
• Case studies as dedicated pages

The Impact

Adding visible Google reviews to a Conroe HVAC company's homepage increased their contact form submissions by 43%. Trust signals work.

Mistake #5: Poor Navigation (Lost Customers = Lost Sales)

The Problem

Visitors can't find what they're looking for. Your menu has too many items, uses confusing labels, or hides important pages.

If someone can't find your services page in 2 clicks, they'll leave and find a competitor who makes it easier.

Why It Happens

• Trying to show everything at once
• Using industry jargon customers don't understand
• Adding pages without reorganizing structure
• Not thinking like a customer

How to Fix It

Navigation best practices:

1. Limit main menu to 5-7 items - More causes decision paralysis
2. Use clear, simple labels - "Services" not "Solutions Portfolio"
3. Most important pages first - Reading pattern goes left to right
4. Contact in the top right - That's where people look for it
5. Search function - For sites with lots of content
6. Breadcrumbs - Help users know where they are
7. Consistent across pages - Same navigation everywhere

Ideal small business menu:

• Home
• Services (or Products)
• About
• Portfolio/Gallery (if relevant)
• Blog (if active)
• Contact

Services can have a dropdown with specific offerings, but keep the dropdown short.

Test It

Can a first-time visitor find your main service and contact you in under 10 seconds? Time yourself.

Mistake #6: Missing or Hidden Contact Information

The Problem

I can't tell you how many times I've visited a business website and couldn't find a phone number. Or it's only in the footer. Or it's an image file that can't be clicked on mobile.

Your contact information is your money—hiding it is insane.

Why It Happens

• Assuming the contact page is enough
• Not wanting to seem "pushy"
• Template design limitations
• Nobody tested on mobile

How to Fix It

Make contact info omnipresent:

1. Header - Phone number on every page
2. Footer - Full contact info including address, email, hours
3. Sidebar or floating button - On long pages
4. Service pages - Specific CTA for that service
5. Mobile sticky bar - Tap to call always visible

Phone number format:

• Use text, not images (accessibility and SEO)
• Format for readability: (936) 323-4527
• Make it clickable: <a href="tel:9363234527">

Contact page must include:

• Multiple contact methods
• Business hours
• Response time expectations
• Location/service area
• Map (if you have a physical location)
• Contact form as backup

Critical Check

Go to any page on your site. Can you find the phone number without scrolling? If not, fix it today.

Mistake #7: Stock Photos That Scream "Fake"

The Problem

Your website is filled with obviously fake stock photos. The smiling customer service rep. The diverse team in a glass conference room. The handshake between two business people.

Customers can spot stock photos instantly—and they make your business look fake, small, or untrustworthy.

Why It Happens

• Easier than taking real photos
• Thinking it "looks more professional"
• Don't want to invest in photography
• Template sites come with stock photos

How to Fix It

Real photos that work:

1. Your actual team - Even if it's just you
2. Your work - Before/after, process shots
3. Your location - Office, truck, equipment
4. Your customers (with permission) - Real testimonials
5. Local landmarks - Show you're actually in Houston

If you must use stock photos:

• Choose authentic-looking images, not posed corporate shots
• Avoid photos you've seen on competitor sites
• Add a filter or brand color overlay to make them unique
• Mix with real photos so it's not all stock

Budget photography options:

• Smartphone photos (good lighting = decent results)
• Hire a local photographer for 2-3 hours ($200-500)
• Trade services with a photographer
• User-generated content from customers

The Exception

Abstract or illustrative images (icons, patterns, backgrounds) are fine—it's the fake "people" photos that hurt you.

Mistake #8: No Content (Nothing for Google to Rank)

The Problem

Your website has five pages with two paragraphs each. There's nothing to read, nothing to rank for, and nothing that establishes your expertise.

This is SEO suicide. Google ranks pages with substantial, relevant content. If you have nothing to say, you won't appear in search results.

Why It Happens

• "Nobody reads websites"
• Don't know what to write
• Scared of committing to content creation
• Template sites make it hard to add content

How to Fix It

Content that drives traffic and builds trust:

1. Service pages - One page per service, 500+ words each
2. FAQ page - Answer real customer questions
3. Blog posts - Regular helpful content (like this one)
4. About page - Your story, why you're different
5. Location pages - If you serve multiple areas
6. Resource guides - Helpful content for customers

What to write about:

For each service, answer:

• What is it?
• Who needs it?
• What's the process?
• How much does it cost? (ranges are fine)
• How long does it take?
• What makes you different?
• What should customers look for?

Minimum Content Guidelines

• Home page: 300-500 words
• Service pages: 500-1000 words each
• Blog posts: 1500-2500 words
• About page: 400-800 words

Mistake #9: Outdated Information (Screams "Abandoned")

The Problem

Your website shows:

• Last blog post from 2021
• "Coming soon" sections from years ago
• Old pricing that's no longer accurate
• Team members who left
• Outdated copyright year in footer
• Old office location or phone number

Nothing screams "this business might be closed" like outdated information.

Why It Happens

• Set it and forget it mentality
• No system for regular updates
• Too busy running the business
• Nobody owns website maintenance

How to Fix It

Essential updates:

1. Footer copyright - Should be current year (automate this)
2. Pricing - Update when it changes
3. Team page - Add/remove as needed
4. Hours - Especially holiday hours
5. Contact info - Phone, email, address
6. Services - Add new, remove discontinued

Set a quarterly review:

• 30 minutes every 3 months
• Check all pages for accuracy
• Update testimonials and portfolio
• Add new blog content
• Test forms and links

Quick Win

Right now, check your footer copyright. If it says anything other than 2025, that's your first fix.

Mistake #10: No Analytics (Flying Blind)

The Problem

You have no idea:

• How many people visit your website
• Where they come from
• Which pages they view
• Where they leave
• If your marketing is working

You're making business decisions without data. That's expensive guessing.

Why It Happens

• Seems technical and complicated
• Don't know what to measure
• Set it up once, never looked at it
• Information overwhelm

How to Fix It

At minimum, set up Google Analytics 4 (it's free):

1. Create a Google Analytics account
2. Add the tracking code to your site
3. Connect Google Search Console
4. Set up goal tracking (form submissions, calls)

Key metrics to watch:

• Traffic: How many visitors?
• Sources: Where do they come from?
• Pages: Which pages get viewed most?
• Bounce rate: What percentage leaves immediately?
• Conversions: How many take action?

Monthly review questions:

• Is traffic growing?
• Which pages get the most/least traffic?
• What's working in marketing?
• Where do people drop off?

The Payoff

With analytics, you can make smart decisions: invest more in what works, fix what doesn't, and actually measure ROI.

The Compound Effect of Fixing These Mistakes

Here's what most business owners don't realize: these mistakes compound. A slow site with no trust signals and hidden contact info doesn't lose 10% of customers—it loses 80%.

But the reverse is also true. Fix these issues and the improvements multiply:

• 2x from speed improvement
• 1.5x from clear CTAs
• 1.3x from trust signals
• 1.4x from mobile optimization

Combined effect: 2 × 1.5 × 1.3 × 1.4 = 5.46x improvement potential

A site that converts 1% could convert 5%+. That's 5x more leads from the same traffic.

How to Prioritize These Fixes

Do today (30 minutes):

1. Add phone number to header
2. Check mobile responsiveness
3. Update copyright year
4. Compress largest images

Do this week:

1. Add clear CTAs above fold
2. Install/verify Google Analytics
3. Add trust signals (reviews, credentials)
4. Test and fix contact forms

Do this month:

1. Reorganize navigation
2. Replace stock photos
3. Add content to thin pages
4. Implement speed optimizations

When to Rebuild vs. Fix

Sometimes fixing isn't enough. Consider a rebuild if:

• Site is more than 5 years old
• Built on an outdated platform
• Multiple fundamental problems
• Can't update without a developer
• No room for growth

A custom rebuild ($600-1,100) often costs less than piecemeal fixes while giving you a better foundation.

The Bottom Line

Your website should be your best salesperson. It works 24/7, never calls in sick, and can handle unlimited customers at once.

But only if you don't handicap it with these common mistakes.

Go through this checklist. Be honest about your site's problems. Fix what you can yourself, and get help for the rest.

Your future customers are out there right now, searching for businesses like yours. Make sure your website is ready to convert them.

Need Help?

Not sure which mistakes are hurting you most? I'll audit your site for free and show you exactly what to fix.

Call (936) 323-4527 or visit stephenscode.dev/contact for a free website review.

No sales pitch—just honest feedback on what's working and what isn't.

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Kyle Stephens is the founder of StephensCode, a veteran-owned web development company based in Conroe, TX. With 14+ years of experience, Kyle has helped hundreds of Houston small businesses improve their online presence and convert more customers.