12 signs your website is costing you customers

Most small business websites don’t fail in one big way. They lose people quietly: a page that takes too long on a phone, a number you can’t tap, an out-of-date notice that makes visitors wonder if you’re still open. Open your own website on your phone and go through these twelve checks.

On a phone

1. It’s easy to read without zoomingText is a comfortable size, buttons are big enough to tap, and nothing runs off the side of the screen. If you have to pinch and zoom, so does every visitor.
2. It appears in a few secondsRun your address through Google’s free test at pagespeed.web.dev. Google treats more than 4 seconds before the main content shows as poor. Large photos are the usual cause, and they’re easy to fix.
3. Your phone number is one tap to callTap it. If nothing happens, it’s plain text, and people have to copy it or give up.
4. The next step is obvious“Book”, “Get a quote” or “Call us” should be visible without scrolling, on every page.

Up to date and trustworthy

1. Nothing is out of dateLook for an old copyright year in the footer, old prices, past events or notices about COVID or lockdowns. Each one makes people wonder whether the business is still running.
2. Your reviews are on showIf customers rate you well on Google, Booking.com or TripAdvisor, put the rating and a few recent, dated reviews on your home page. It’s the strongest reason to choose you.
3. Your own photosReal photos of your rooms, premises or work beat stock pictures every time.
4. An email address on your own domainAn address like hello@yourbusiness.co.uk looks more established than a Hotmail or Gmail one, and is easier to set up than most people think.

Found on Google

1. Page titles say what you do and whereSearch for your business and look at the blue link. “Home” or just your name wastes it. “Guest house in Darlington | Your Name” works much harder.
2. Your Google Business Profile is claimed and completeThe listing beside search results and on Google Maps, with your hours, photos and reviews. See the 30-minute tidy-up.

Safe and legal

1. A padlock, not “Not secure”Your address should start https://. Browsers warn visitors about sites that don’t, and Google prefers secure sites.
2. A privacy notice, and a cookie banner if you use trackingIf your site has a contact or booking form, UK data protection law expects a privacy notice. If it uses Google Analytics or a Facebook pixel, visitors should be asked before those cookies are set. The ICO’s guidance for organisations explains both.