Why isn't my website getting any customers?

First, check whether you have a traffic problem or a conversion problem

These need completely different fixes, and most owners guess wrong. The median B2B website converts at roughly 2.9% — about 1.7% through forms and 1.2% through calls. The average site across all categories converts around 2.35%, while strong pages reach 11% or more.

So do the arithmetic before redesigning anything. If 150 people visit each month and you get four enquiries, your site is converting at 2.7% — completely normal, and no redesign will change your business. You have a traffic problem. If 3,000 people visit and you get four enquiries, that's 0.13% and something on the page is genuinely broken.

• Under ~2%: a conversion problem — the fix is on the page
• 2–5%: normal — the fix is more of the right traffic
• Over 5%: your site works; protect it and scale traffic
• No idea what your numbers are: that's the actual first problem

Leak 1 — nobody arrives

• You rank for your company name, which only people who already know you search
• No Google Business Profile, or an incomplete one — complete profiles get 30–50% more engagement
• No pages targeting what customers actually type, which is a problem plus a place
• The site is new; on a fresh domain, meaningful search traffic takes 3–6 months

Leak 2 — they arrive and don't understand

A visitor decides within seconds whether you do the thing they need. The most common failure isn't ugliness — it's a homepage that describes the company instead of the customer's problem. "We are a full-service partner delivering innovative solutions" tells a visitor nothing they can act on.

The test: show your homepage to someone outside your industry for five seconds, then ask what you sell and who for. If they can't answer, no amount of traffic will save it.

• Say what you do, for whom, in the first visible line
• Match the words customers use, not your internal vocabulary
• One primary action per page — competing buttons split attention and convert worse
• Every second of load time costs roughly 7% of conversions

Leak 3 — they understand and don't trust

• No named person, address or organisation number anywhere
• No customer evidence — 87% of consumers read reviews before choosing a local business
• Stock photography where proof should be
• No pricing signal at all, which reads as "expensive and evasive"
• Nothing dated; a site that looks abandoned suggests a business that might be

Leak 4 — they trust and the form stops them

This is the cheapest leak to fix and the most common one left unfixed. Every form field beyond three cuts completion by roughly 4–5%, and mobile converts at about half the rate of desktop — roughly 2.0% against 4.1% — mostly through friction rather than intent.

• Cut to the fields you will genuinely act on — usually name, email, and one sentence
• Replace "Submit" with what the person gets: "Get my free diagnosis"
• Say what happens next and when, so sending it doesn't feel like a risk
• Test the whole thing on a phone, on mobile data, as a stranger would
• Confirm the emails actually arrive — a broken form looks identical to no demand

What should you fix first?

• Confirm the form works and the notifications arrive. Do this today.
• Get your numbers: visitors, enquiries, conversion rate.
• Under 2%? Fix the first screen and the form before touching design.
• 2–5%? The page is fine — put the effort into being found.
• Only then consider a redesign, and only against a number you're trying to move.

Frequently asked questions