A website can have a modern design, high-quality photos, correct fonts, and yet no sales. This happens more often than you think.

The Key to Success: The Website as a Business Tool

Remember, a website is a business instrument. Its effectiveness depends on how well it meets the needs of your target audience and how user-friendly it is. In this article, we’ll discuss typical mistakes that repel users, and what improvements help retain interest, increase engagement, and lead visitors to a target action.

Problem 1: Slow Loading

It seems that a few extra seconds don't matter. But for users, it’s a reason to close the tab. They visit quickly to check something, but instead wait for images to load, buttons to appear, or catalogs to open. Sometimes, they don’t understand the website’s problem, thinking: "Maybe it's the internet," and just leave. The issue is more noticeable on mobile devices, where connections can “jump,” and even minimal delays are felt.

Google data shows: if a page loads in more than 3 seconds instead of 1, the likelihood that a user will leave increases by 32%. Fixing this is a technical task that doesn’t necessarily require changes to UX.

What to check:

• Image and video size. Heavy photos slow down the site. Visuals should be “light”: no more than 200–300 KB per image. Videos should load quickly or be omitted from the landing page.
• Hosting reliability. Even a perfect-looking site requires a fast server. Verify your hosting provider’s speed and capacity to handle visitors.
• Performance optimization. Simple solutions like caching and CDN can double load speed. These are basic but often overlooked settings.

Problem 2: Good Design but Poor Sales Performance

A typical mistake is an overloaded homepage. The website may look “stylish” but be completely unclear to users. Instead of clear messaging — who you are, what you offer, and why it matters — designers create a visual art object. Eye-catching but ineffective.

Common issues:

• Value proposition isn’t clear at first glance. Do users immediately understand how you're useful? Or do they need to scroll down first?
• Absence of a clear CTA (call-to-action). Is there a prominent button on the first screen? Or do visitors only see a decorative layout?
• Visual noise. Are there too many distracting elements, unrelated content, pop-ups?

If users don’t understand what the site is for, they leave. It’s not about taste, but structure. Clear headlines, concise propositions, and simple buttons help. These adjustments don’t require a complete redesign but immediately improve user retention and engagement.

Problem 3: Content Doesn’t Answer “Why?”

Earlier, we discussed the importance of structure and showing what’s useful. Now, it’s about convincing visitors why they should choose you. After understanding your offer, users seek arguments. Vague words about “quality” and “reliability” quickly lose their effect.

What works best:

• Real benefits: “Delivery in 2 days,” “Established in 2004,” “Up to 30% savings.”
• Live examples: “How we tripled sales for a client in one month.”
• Direct statements: “We work with legal entities,” “Certified and licensed.”

Web content functions as a sales tool — it must explain, persuade, and handle objections. Avoid “water,” focus on delivering clear, compelling messages.

Problem 4: Unclear User Journey

Visitors may start engaging but not complete the goal. They get confused, don’t find the necessary information, and leave. This happens when the website doesn’t guide users forward but leaves them alone with the interface.

Common drop-off points:

• Confusing forms. Too many fields, no explanations.
• Unclear process. What happens after? Who will call? What will arrive by email?
• Unnecessary steps. Enter email, confirm phone, fill out a form — even if a visitor just wants a price.

If the journey isn’t smooth, even warm leads leave. How to improve:

How to Improve the User Journey:

• Show what happens next. Add short explanations: "Leave a request — we’ll call within 15 minutes," "After payment, you’ll get a PDF by email." This reduces anxiety and builds trust.
• Simplify the first step. Use a phone number field or a “Get a quote” button. The rest can be clarified later after engagement.
• Test the path as a regular user. Try submitting a request yourself. How many steps? Are there unnecessary fields? Does the logic stay clear? This often reveals where users drop off.

Problem 5: The Site Is Not Mobile-Friendly

Half of all visits come from phones. If the website isn’t optimized for mobile, you lose this traffic immediately.

What to check:

• Is the content displayed correctly without overlaps or shifts? Is text readable without zooming?
• Are buttons big enough? Can users tap accurately without misclicks?
• Does the mobile version load quickly? Test speed in PageSpeed Insights or similar tools.

The mobile version should be a standalone, well-structured solution with large elements and easy navigation — not just a scaled-down copy of the desktop site. Otherwise, you miss a crucial part of your audience.

Conclusion

Redesigning a website doesn’t always have to be expensive. Sometimes, simple steps like:

• Simplifying structure
• Reducing steps to action
• Rephrasing main blocks

bring quick results: increased browsing depth, lower bounce rates, and higher conversion.

If you want to understand why your site isn’t selling, DigiNeat’s team can perform an audit, identify weaknesses, and suggest improvements — from quick optimizations to a complete restructuring of content and structure.