Common website mistakes and how to avoid them

Why these mistakes matter

Small business websites often make the same mistakes: slow sites, unclear messaging, broken forms, poor mobile experience. Fixing these usually has a bigger impact than adding new features.

1) Slow or heavy sites

Slow sites lose visitors and enquiries [1]Source 1 . Common causes: huge images, too many scripts, heavy themes, slow hosting.

• Avoid: Uploading full-size images, piling on plugins and trackers, ignoring mobile speed.
• Do instead: Optimise images before upload, limit third-party scripts, test on real mobile connections.

For more, see five things that make small business sites slow and fix a slow website.

2) Unclear messaging

If visitors cannot quickly tell what you do and why they should care, they leave.

• Avoid: Vague headlines, jargon, burying your main offer below the fold.
• Do instead: Clear headline that says what you do and for whom. One main message above the fold. Simple language.

For more, see why your website is not getting enquiries and website not getting enquiries.

3) Broken or frustrating forms

Forms that do not work, or that are long and confusing, cost you enquiries [2]Source 2 .

• Avoid: Too many fields, unclear labels, no error messages, forms that do not submit or email you.
• Do instead: Only ask for what you need. Clear labels and helpful errors. Test forms regularly. Check spam folder for real enquiries.

For more, see form design that gets completed and email deliverability and form submissions.

4) Ignoring mobile

Many visitors use phones. If your site is hard to use on mobile, you lose them.

• Avoid: Tiny text, buttons too small to tap, horizontal scrolling, slow load on mobile.
• Do instead: Readable text size, tappable buttons, responsive layout, test on real devices.

For more, see responsive design: why all devices matter equally.

5) No clear next step

Visitors need an obvious next step: call, email, form, or book.

• Avoid: Hidden contact details, vague “get in touch” with no link, too many competing calls to action.
• Do instead: One clear primary action per page. Visible contact or CTA. Same next step repeated in key places.

For more, see landing pages that convert.

6) Outdated or neglected content

Old events, wrong prices, and broken links make you look careless and hurt trust.

• Avoid: Leaving “coming soon” for years, outdated events and offers, broken links and missing pages.
• Do instead: Remove or update time-sensitive content. Fix or remove broken links. Do a quick content pass regularly.

For more, see website maintenance checklist.

7) Skipping basic security and maintenance

Outdated software and weak passwords put your site and visitors at risk.

• Avoid: Ignoring updates, weak or shared passwords, no HTTPS, no backups.
• Do instead: Apply security updates. Strong, unique passwords. HTTPS everywhere. Regular backups you have tested.

For more, see security basics and website security issues.

8) Chasing scores instead of real experience

Optimising for a single “speed score” can miss what actually matters to users.

• Avoid: Adding plugins only to bump a number. Ignoring how the site feels on real devices and networks.
• Do instead: Focus on real load time and interaction. Test on real devices. Use performance myths and quick fixes as a guide.

Summary

Common mistakes: slow sites, unclear messaging, broken forms, poor mobile, no clear next step, outdated content, weak security and maintenance, score chasing.

Fix these first. For help, see performance, support and maintenance, or website build. You can also get in touch to discuss your site.