Most websites do not lose customers because of a single dramatic failure. They lose them through small frictions that add up: a confusing headline, a button that is hard to find, a form that asks for too much. The encouraging part is that these problems are common, predictable and fixable.
Here are the ten we run into most often when we review websites and web apps, and what to do about each.
1. An unclear value proposition
If a first-time visitor cannot tell what you offer, who it is for and why it is better within a few seconds, most will leave. Lead with a plain headline that states the outcome you deliver, followed by one supporting sentence.
Fix: write the headline as if explaining your business to a friend in one breath, then cut every word that does not earn its place.
2. Too many competing calls to action
When everything is highlighted, nothing is. A page that asks visitors to sign up, book a call, download a guide, follow on social and read the blog leaves them undecided.
Fix: choose one primary action per page, make it visually dominant, and demote the rest.
3. A slow experience
Heavy images, bulky scripts and unoptimised pages test patience, especially on mobile connections. Every extra second of waiting costs you visitors.
Fix: compress and correctly size images, load only what the page needs, and measure real-world performance regularly.
4. Walls of text
People scan before they read. Long, dense paragraphs without structure make it difficult to find the answer they came for.
Fix: use clear headings, short paragraphs, bullet points and generous spacing so the page can be understood at a glance.
5. Treating mobile as an afterthought
For many businesses, most visitors arrive on a phone. Tiny tap targets, text that needs zooming and menus that are hard to use quietly drive them away.
Fix: design for the smallest screen first, then expand. Make buttons large enough to tap comfortably and test on real devices.
6. Long or confusing forms
Every extra field is another reason to abandon. Unclear error messages that appear only after submitting make it worse.
Fix: ask only for what you truly need now, group related fields, label them clearly and show helpful validation as people type.
7. Missing trust signals
People hesitate to buy or enquire when they cannot tell whether a business is credible. Without reviews, real examples or contact details, doubt wins.
Fix: place genuine testimonials, case studies, recognisable client names, guarantees and clear contact information near the point of decision.
8. Confusing navigation
Clever labels, deep menus and too many choices make people lose their way. If visitors cannot find pricing, services or contact details quickly, they will not search for long.
Fix: use familiar labels, keep the top-level menu short, and make the most important pages reachable in one click.
9. Poor contrast and accessibility
Low-contrast text, missing labels and interfaces that cannot be used with a keyboard exclude real people, and often hurt everyone's experience. Good accessibility is also good business, since it widens your audience and improves usability for all.
Fix: check colour contrast, provide text alternatives for images, support keyboard navigation and use clear, readable type sizes.
10. No feedback when users act
When a button seems to do nothing, people click again, or worry something broke. Missing loading states, confirmations and helpful error messages create anxiety at exactly the wrong moment.
Fix: always acknowledge an action with a visible response, such as a loading indicator, a success message or a clear explanation of what to do next.
Start with one fix
You do not need to redesign everything. Pick the page that matters most, such as your home page, pricing page or checkout, and fix the top two or three issues there. Measure the result, then continue.
How we approach it
Our process starts with understanding your users and goals, then reviewing real behaviour on your existing site to find where people hesitate or drop off. We prototype improvements, test them and refine before anything goes live. If you would like a fresh pair of eyes on your site or app, we are happy to take a look.
Want help with this?
Talk to the team behind this article. We will give you honest advice and a clear next step, with no obligation.
Written by
BrandBuilders Team
Editorial Team
