You’ve invested time, energy, and budget into building your website…but the enquiries aren’t coming in. Sales feel slower than expected, and you’re asking yourself the question every business owner dreads: “Why is my website not converting?”.
The truth is, it doesn’t matter how good your website looks if it’s not turning visitors into leads or customers. A beautiful but underperforming site is just a digital brochure, not a tool for growth.
In this blog, we explore the most common reasons why your website might be underperforming and, crucially, what you can do to fix it. Whether you’re an ecommerce brand, service-based business, or a lead gen site, we’ll show you how to fix what’s not working and build a website that converts.
What is a ‘good’ conversion rate?
Before we dive into problems and fixes, it’s helpful to understand what “normal” looks like, so you don’t unfairly judge your site. According to Blogging Wizard, the average conversion rate is typically around 2.9% – however this will be dependent on a few factors such as the industry you’re in and your main objective.
It’s also worth noting that “average” isn’t a goal, it’s a baseline. Many high-performing sites convert at 5-10% or more, depending on their niche, traffic source, and funnel quality.
If your site is converting below 1% or you’re getting hundreds or thousands of visits a month and very few actions – whether that’s sales, contact form submissions, phone calls, or downloads – it’s a sign something in your messaging, design, or targeting is getting in the way. That’s where improvements can make a big impact.
6 reasons why your website is not converting
Below are some of the most common culprits behind a website not converting, and more importantly, steps you can take to move from a site that’s underperforming toward one that consistently sells.
1. Your value proposition isn’t clear
When a user lands on your site, they should instantly understand who you are, what you do, and why it matters to them. If your messaging is vague, generic, or buried in dense paragraphs, you risk losing visitors within seconds.
How to fix it: A strong value proposition should be clear and benefit-led, so avoid any jargon. Focus on the problem you solve and the outcomes you deliver. Simple headline changes can significantly boost clarity and engagement.
2. You have poor mobile and page speed experience
With mobile traffic now dominating online activity, a clunky mobile experience or slow-loading page can kill conversions. If your site takes more than a few seconds to load – or users have to pinch, zoom, or scroll awkwardly – they’re far more likely to abandon the journey.
How to fix it: Run your site through tools like Google PageSpeed Insights or GTmetrix to see where you can improve your site. Be sure to compress your images, streamline code, and ensure your layout is responsive across all devices too. The smoother the experience, the more likely users are to convert.
3. Your user journey is unclear
A confusing navigation structure, multiple competing calls-to-action (CTA), or a cluttered layout can derail even the most interested visitor. Users should be able to find what they need without effort, and know exactly what to do next.
How to fix it: Instead of overwhelming them with options, guide users with clear CTAs placed in strategic areas across your site. Think about the flow of your pages – each one should lead the visitor toward a specific goal, whether that’s making a purchase, booking a consultation, or signing up to your newsletter.
4. There’s a lack of trust signals
Trust plays a huge role in converting new visitors. If your site looks outdated, lacks testimonials, or doesn’t show who’s behind the brand, people may hesitate to take action.
How to fix it: Make sure you incorporate elements like client reviews, case studies, and industry certifications throughout your site, especially near conversion points like forms or checkout pages. These visual cues can help users feel confident in their decision.
5. There’s friction in your forms or checkout process
If your contact forms or checkout pages ask for too much information, don’t display errors clearly, or force users to register accounts, you’re more than likely going to introduce unnecessary friction.
How to fix it: Keep your forms short and intuitive, and only ask for the information you absolutely need at that stage. For ecommerce sites, enable guest checkout and offer multiple payment options. Every extra field or step increases the chances of user drop-off.
6. You have low-intent or poor-quality traffic
Even a perfectly designed website won’t convert if the traffic it receives isn’t a good fit. If you’re attracting visitors who aren’t ready to buy – or who aren’t looking for what you offer – conversion rates will naturally stay low.
How to fix it: Take a closer look at your SEO and paid efforts and learn where your traffic is coming from. Are your paid ads targeting the right audience? Are your keywords aligned with buyer intent? Getting more sales from your website starts with attracting the right visitors in the first place.
Further tips to build a website that converts
Improving conversions doesn’t always mean starting from scratch, sometimes it’s about redefining what’s already there. Here are some further tips to achieving a successful website that converts:
- Analyse your data – tools like Google Analytics 4 (GA4), Mouseflow, or Microsoft Clarity can highlight where users drop off or get stuck. This insight helps you identify high-friction areas or underperforming pages.
- Refine your messaging – once you’ve analysed the data, make sure your headlines and CTAs speak directly to your customer’s needs and clearly outline the next step. Reduce distractions and focus your page layout around one clear goal per page.
- Test and iterate – Small changes like a new CTA, a reworded headline, or an adjusted layout can make all the difference between a website not converting and a high-performing site. Implement small changes and monitor the results so you can make any strategic tweaks.
We can make your website work harder for you
A website not converting doesn’t mean failure, it means opportunity. With the right analysis and improvements, your website can become your most powerful sales tool.
At Fifteen, we work closely with businesses to help them understand their users, refine their journey, and deliver measurable results. We offer monthly reporting and analysis to uncover where your site is falling short, and highlight what we can do to fix it. Don’t hesitate to get in touch with us today to unlock more value from your online presence.
