You’ve got traffic. You’ve got a good-looking site and well thought-out messaging. Maybe even a clever tagline.
But conversions? Crickets.
Here’s the thing: most websites don’t fail because of one giant mistake. They fail because of a many tiny ones. A confusing CTA here. A slow-loading image there. A mobile experience that makes people rage-close the tab.
This post is your flashlight. Let’s shine it on the stuff that’s quietly killing your conversions—and how to fix it.
Why Conversions Matter (More Than You Think)
Your website is your hardest-working salesperson. It shows up every day, never takes PTO, and never asks for a raise.
But if people visit and don’t take action, it’s just a pretty brochure. And that traffic you paid for? Wasted.
Conversion is what turns “browsing” into “buying.” “Curious” into “client.” And the best part? You usually don’t need a full site overhaul to make it happen. Just some sharp edits and a little common sense.
Let’s dig in.
Common Conversion Killers
1. Your Site Loads Like It’s on Dial-Up
According to Akamai, a one-second delay in load time can tank conversions by 7%.
People don’t wait. Not for your beautiful images. Not for your clever copy. Not for anything.
What Slows You Down
- Oversized images that weren’t compressed
- Cheap or overcrowded hosting
- Too many third-party tools loading behind the scenes
- No caching setup to speed things up
How to Fix It
- Compress your images with tools like TinyPNG or Online Image Tool
- Upgrade to faster hosting (it matters more than you think)
- Remove unused tracking scripts or plugins
- Set up caching and use a CDN to deliver content faster
- Minify CSS, JavaScript, and HTML files
2. Your CTAs Are Confused (or Just Invisible)
If visitors don’t know what to do next, they won’t do anything.
“Click Here” isn’t a call-to-action. It’s a shrug.
Your CTA (call-to-action) is what guides someone from “I’m interested” to “I’m in.” If it’s vague, hidden, or asking for too much too soon, you’re creating friction where there should be flow.
What Goes Wrong
- Buttons that blend into the page
- Copy that doesn’t say what someone’s actually getting
- Asking for too much info before giving any value
How to Fix It
- Use clear, high-contrast buttons that stand out, with equally high-contrast text. This is also necessary for ADA compliance.
- Be specific with your wording (“Start My Free Trial” > “Learn More”)
- Match the ask to the moment – don’t propose on the first date
3. Your Mobile Experience is an Afterthought
Mobile accounts for over 60% of website traffic. If your site doesn’t play nice on a phone, you’re losing half your audience before they even scroll.
What’s Probably Broken
- Buttons and links that are too close together or hard to tap (fat fingers anyone?)
- Tiny text and squished layouts
- Menus that don’t open or forms that break mid-scroll
How to Fix It
- Use responsive design that actually responds
- Test your key pages on your own phone. You can also use Chrome extensions or BrowserStack to do testing on multiple devices.
- Keep navigation simple and mobile-friendly
- Keep forms short
- Speed matters here too as slow mobile sites are double trouble
- AMP is an option if speed is an issue, but do your homework on pros and cons
4. You Forgot to Build Trust
If someone’s not sure whether you’re legit, they’re not sticking around to find out.
Red Flags
- No testimonials or case studies
- No security badges
- No privacy policy or terms of service
- No About page or real contact info
How to Fix It
- Add reviews, testimonials, or success stories, bonus points for real names and photos
- Make sure your site is secure (HTTPS is a must)
- Add policies so users understand what you’re doing with their data
- Show who’s behind the business by including a human-sounding About page and a way to contact a real person
5. Your Site Is Visually Overwhelming
You might think more is more, but clutter kills conversions.
Too much text, too many buttons, and too many competing visuals make it hard for people to know where to look, let alone what to do.
What It Looks Like
- Long blocks of copy no one wants to read
- Five CTAs fighting for attention
- Pop-ups, animations, and carousels all going off at once
How to Fix It
- Use whitespace like it’s part of the design (because it is)
- Give each page a clear focus
- Remove anything that doesn’t help someone take the next step
Quick Wins for Better Conversions
Ready to fix the leaks? Start here.
Tighten Up Your Navigation
If visitors can’t find what they’re looking for in three clicks, they’re gone. Simplify your menus. Kill the clutter. Use Treejack to test what works.
Ask Real People
Use Hotjar, Crazy Egg, or Mouseflow to see what people actually do on your site. Then ask them what’s working and what’s not.
Prioritize Speed
Slow sites don’t just annoy people. They kill conversions. Google PageSpeed Insights, GTmetrix, and Pingdom can show you what’s slowing you down.
A/B Test (If You Have the Traffic)
Testing headlines, CTAs, or layouts is smart if you have enough traffic to get real results. I like Convert for this, but Google Optimize or Optimizely work too.
Get a Fresh Set of Eyes
Sometimes you’re too close to your own site to see what’s wrong. A conversion rate optimization (CRO) expert or conversion strategist can spot the issues and fix them faster than you can say “Why isn’t this working?”
Final Thoughts: Small Fixes, Big Impact
You don’t need a full redesign. You need to stop the quiet stuff that’s chasing people away.
Most of these fixes are small. But they add up fast.
If your site feels “fine” but your results aren’t, start here. Tighten the copy. Clarify the CTA. Check your load time. Clean up your navigation. A few smart moves can turn a trickle of leads into actual momentum.
And if you’re ready to zoom out and look at how your entire funnel works (from first click to happy customer) I can help.
I’m a full-funnel fractional CMO. I love helping businesses grow!
If you’re ready to turn more visitors into customers, let’s talk.
