Your website copy is compelling; the images of your products are also well done, and your site design seems okay. By implementing these effective marketing initiatives, you are driving traffic to your website.

However, where are all those visitors going? Why are so few of them converting into leads and customers?

On your website, you have many opportunities to make mistakes that end up costing conversions. If you're not able to convert visitors, you might be making one of the following mistakes.

1. Your web design is dated.

It’s an unfortunate truth, but we all judge a book by its cover.

A good design matters for navigation as well as for building trust with potential customers. When someone is considering purchasing from your site, they might be uncomfortable imputing their payment info if the site is not secure, using outdated plugins, or just looks “sketchy” in general.

If visiting your website is like a blast from the past, it does not mean it is “retro.” It means it is time to have it professionally redesigned.

   2. It’s difficult to read your content.

Design isn't just about colours, images, and graphics. Your website's fonts and colours have a major impact on how easy it is to read and digest the content. When it is difficult to read, it won't convert very well.

There are no hard-and-fast rules that dictate what fonts to use and what to avoid, except that you shouldn't ever use Comic Sans. The best results come from high-contrast colour combinations and clean, ornament-free serif or sans serif fonts. Choosing the right font for your marketing can be challenging. Here are a few tips and ideas:

• Stick to larger fonts;

• Consider how your visitors access your site via desktop or mobile and adjust your content accordingly;

• Headline font size should be 22 px or larger;

• Body copy should be 14 px or larger.

   3. You're overwhelming visitors with popups.

When your website relies on an ad-driven model, it may not be possible to remove them entirely from your site. However, just because you need ads doesn't mean you need to put them all over the place.

The same thing carries over for popups for discounts, newsletter subscriptions, or announcements. The reason a visitor visits your site is to find information, a product, or a service they need, so if you are constantly interrupting them, they may choose simply to leave. 

   4. Your navigation is confusing.

We've all been there. You enter a website trying to find a specific piece of information, only to get lost in a confusing number of poorly designed navigation options.

In addition to affecting your on-site user experience, unclear navigation hurts your SEO as well.

Think of your site's setup as if you were your customer. How would you expect to find the information on your website if you were a newcomer? How would you find the information you need?

By rearranging your navigation to better meet your visitors’ needs, you can stop losing potential sales due to poor content organisation.


Revamping your business’s website can be intimidating, and highly technical—that’s where The Web Connector comes in. If you need help improving the user experience on your website, contact our experienced team at The Web Connector today.