5 Problems Preventing Your Website From Converting Leads

It’s frustrating: You’ve got a solid website with clear ways for people to contact you or buy your services. Maybe you’re even running ads straight to those pages.

And yet your site just isn’t converting leads. What’s going on?

At Zoe Marketing & Communications, 90% of our clients come to us with this issue. Many small- to mid-sized businesses feel like they’re doing the right things but aren’t seeing results. Usually, it comes down to one (or more) of five problems.

Here, we’ll explain the issues — and show you how to fix them.

What is a good website conversion rate?

For most businesses, a healthy website conversion rate falls between 2% and 4%. That means for every 100 visitors, 2-4 take action, like filling out a form or making a purchase.

While rates vary by industry, this is a solid benchmark.

5 problems with your website’s conversion rate (and solutions)

If you’re not meeting that mark — or want to improve it — take an honest look at these common issues.

1. Weak or unclear calls to action (CTAs)

If your CTAs are vague, hidden or lack urgency, visitors won’t click them, which costs you leads. Generic phrases like “Submit” or “Click Here” don’t tell users what they gain by clicking.

How to fix it:

• Use clear, action-driven text: For instance, “Get a Free Quote” or “Download My Guide Now”
• Make CTAs easy to find: Place them high on pages and repeat them in longer content.
• Ensure they stand out: Use contrasting colors or bold fonts.
• Text and analyze: Try different approaches to see what resonates.

2. Slow page loading times

If your website takes longer than 3 seconds to load, visitors may leave. Google also penalizes slow sites in rankings.

How to fix it:

• Optimize images: Compress them to under 100 KB using tools like Optimizilla.
• Use caching: Many web platforms have automatic caching or offer plugins to reduce server load.
• Upgrade hosting: Choose a provider known for speed, like Bluehost or A2 Hosting.
• Minimize code: Use Google PageSpeed Insights to fix HTML issues.

3. Inconsistent mobile optimization

More than 60% of web traffic comes from mobile devices. If your site isn’t optimized, visitors may struggle with navigation and leave.

How to fix it:

• Use responsive design: Ensure your site adapts to all screen sizes. Test performance with Google’s Lighthouse.
• Keep formatting mobile-friendly: Use at least 16-pixel sans-serif fonts, well-spaced buttons and simple navigation.
• Optimize load times: Compress images and reduce unnecessary code.
• Test across devices: Regularly check usability on different screens with tools like BrowserStack.

4. Lack of trust signals

Nearly 95% of people read reviews before making a decision. Without testimonials, reviews or certifications, your site may seem untrustworthy.

How to fix it:

• Show customer testimonials: Highlight specific success stories and ask for and genuine reviews.
• Display certifications and awards: Build credibility with industry credentials.
• Include a privacy policy: Reassure visitors about data security.
• Use social proof: Showcase metrics like customer counts or social media following.

5. Poor content structure

If people can’t find information fast, they’ll leave. Cluttered pages, dense text and unclear navigation kill conversions.

How to fix it:

• Structure content for readability: Use headers, bullet points and short paragraphs.
• Simplify navigation: Create an intuitive menu with clear calls to action.
• Incorporate visuals: Add images, infographics and videos for engagement.
• Use interactive elements: Engage visitors with quizzes or surveys.

Next steps for getting more conversions on your website

A 2%-4% conversion rate is within reach, but it takes effort. Fixing these five issues will not only boost conversions — it will also improve visitors’ impression of your business.

Still struggling? Talk to us. Zoe Marketing & Communications can help refine your website strategy to get better results.

Or, keep learning with these resources:

• The best features of a good website
• How to get better conversion rates with your marketing