7 costly website mistakes that are ruining your conversions

Your website looks great – but does it convert? Often, even small stumbling blocks are enough to turn potential customers into lost opportunities.

How small mistakes ruin your conversion rate (and how to prevent them)

One glance, one click – and your potential customer is gone. Why? Because most websites read like complicated instruction manuals. If you want to win over visitors, you don't need empty words, you need guidance. And you need it right away. 1. Unclear communication of benefits – when the added value disappears into thin air

You have a great product, an ingenious service – but no one understands why it should be relevant to them? Welcome to the club of conversion avoiders. Many websites primarily talk about themselves. Functions here, features there – but where is the concrete benefit for the visitor?

Sales psychology tip: People don't buy drills, they want a hole in the wall. If your website doesn't clearly show what problem you solve, visitors will click away faster than you can say ‘customer experience’.

‘Sell the result, not the journey.’
– An old marketing principle that is more relevant today than ever.

2. Lack of focus – When too many options overwhelm the user

You know how it is: you visit a website, are presented with 17 buttons to choose from and end up not even knowing where you started. This phenomenon is called the ‘paradox of choice’ – the more choice there is, the fewer decisions are made.

A clear conversion goal per page is a must. Whether it's making an appointment, requesting a quote or signing up for a newsletter: one page, one mission.

‘One call to action per page – that's all you need. Anything else is digital overload.’

3. Weak or missing calls to action – when the call to action gets lost

A ‘Submit now’ button in light grey at the bottom of the page? That won't even make you want to click. The call to action (CTA for short) is the virtual shop window sign that invites you to come in.

Use clear, motivating language – and make the button look like it's the coolest place on the whole page.

‘A good CTA not only tells you what to do, but why it's worth doing.’

4. Overloaded content – when too much text overwhelms the user

Less is more – this is especially true in web design. No one wants to read a novel to find out if your offer is right for them. Structure your content clearly, use bullet points and get your message across concisely.

Tip: Hide additional information in expandable areas or link to separate detail pages. This keeps the main page lean and easy to grasp.

5. Lack of trust building – When social proof is missing

If your website provides no evidence that other people have been satisfied with you, it leaves a bad feeling. This is where social proof comes into play: customer testimonials, reviews, references.

These elements show that others have taken the plunge – and have not regretted it.

‘Testimonials are like digital word of mouth – and that's been working for centuries.’

6. Inconsistent design – When the landing page doesn't match the brand

A sudden colour change, a completely different logo or a menu structure that suddenly looks completely new? Confusion is poison for conversions. Your visitors should feel like they are in a good hotel: everything fits together, the style is consistent, the process is clear.

Make sure you use consistent design elements, uniform fonts and clear imagery. Your website is your digital personality – and it shouldn't change its outfit every day.

7. Poor mobile user experience – when the site fails on smartphones

More and more users are visiting your website on their mobile phones. If your site looks like a house of cards or takes forever to load, the visit will be over faster than you can drink an espresso standing up.

Opt for mobile-first design – that means designing for small screens first, then for larger ones. And make sure your pages load quickly – Google measures this and rewards optimised pages with better rankings.

‘Mobile optimisation is no longer a luxury, but a must.’

Conclusion – small mistakes, big impact

These seven pitfalls are not rocket science – and yet they creep into many websites. If you know what they are and avoid them, you can significantly increase your conversion rate. Because it's often not a major relaunch that makes the difference, but the sum of small, well-thought-out optimisations.

Checklist: Avoid these 7 website mistakes

Mistake	Symptom	Recommended action
Unclear communication of benefits	Visitors do not understand the benefits for them	Clearly communicate added value – from the user's perspective
Lack of focus	Too many options for action on one page	One clear conversion goal per page
Weak CTAs	Buttons are not noticeable or motivating	Strong, visually striking CTAs with value propositions
Overloaded content	Visitors feel overwhelmed or get lost in the text	Reduce to the essentials, use a clever structure
No social proof	Visitors doubt credibility or quality	Integrate testimonials, customer reviews and references
Inconsistent design	Website appears inconsistent or confusing	Brand-compliant design and consistent layout
Poor mobile user experience	Website loads slowly or is difficult to use	Mobile-first approach and load time optimisation