Plenty of local businesses (yes, even in Tasmania) invest heavily in making their websites look incredible—sleek layouts, high-end visuals, and trendy animations. But here’s the truth: a beautiful website alone won’t grow your business. If your site isn’t easy to find, simple to use, and built to convert visitors into customers, it’s not doing its job.
A flashy design won’t save you if your site ignores Conversion Rate Optimisation (CRO) and User Experience (UX). In fact, putting aesthetics ahead of functionality can actively hurt your business. A website that’s all style and no substance is like a shiny sports car with no engine—it looks impressive but isn’t going anywhere.
So, how do you make sure your website isn’t just an expensive digital brochure? Let’s break down the four key areas that make or break your site’s success.
1. SEO – Your Website Needs to Be Found, Not Just Seen
A stunning website means nothing if no one can find it. That’s where Search Engine Optimisation (SEO) comes in. Unfortunately, websites that focus too much on design often ignore SEO fundamentals—making them practically invisible on Google.
Common SEO Mistakes That Kill Your Visibility:
- Not Enough Text = Not Enough Google Love
Search engines rely on text to understand what your website is about. If your homepage is all images and fancy graphics with no written content, Google can’t rank it properly. - Missing Headings = Missed Opportunities
Around 25% of small business websites don’t have an H1 heading on their homepage. That’s like publishing a book without a title—not great for getting noticed. - Ignoring Local Search = Lost Customers
Nearly 46% of all Google searches are looking for local businesses. If you’re a florist in Hobart, you want to show up when someone searches “best florist Hobart”—but if your website lacks the right keywords, you’re missing out on potential customers. - Slow Loading Times = High Bounce Rates
Overloaded with huge images, fancy widgets, and auto-playing videos? That’s a one-way ticket to a slow website. And since 40% of people leave a site that takes more than 3 seconds to load, a slow website is costing you business.
The Fix: Make sure your site is SEO-friendly by including clear headings, relevant keywords, fast-loading pages, and text that Google (and humans) can actually read.
2. Accessibility – If 1 in 4 People Can’t Use Your Site, You’re Losing Customers
A website that’s hard to use isn’t just annoying—it actively excludes potential customers. Around 1 in 4 adults has a disability that affects how they navigate the web, and if your site isn’t built with accessibility in mind, you could be shutting out 25% of your audience.
Accessibility Issues That Hurt Your Business:
- Tiny fonts & low contrast = Hard to read
Over 81% of website homepages use text that’s too light or too small. Stylish? Maybe. Useful? Not at all. - No Alt-Text on Images = Blank Spaces for Screen Readers
If someone is using a screen reader (e.g., a visually impaired customer), missing alt-text on images means they get no information about what’s on the page. - Clunky Navigation = Frustrated Visitors
If people can’t easily move through your site—whether they use a mouse, a keyboard, or assistive tech—they won’t stick around. - Ignoring Accessibility = Losing Sales
A massive 71% of users with accessibility needs will leave a website if it’s hard to use. And when they leave, they’re probably heading straight to a competitor.
The Fix: Use clear fonts, high-contrast colours, alt-text for images, and simple navigation to create a website that works for everyone—because an accessible site isn’t just more inclusive, it’s better for business.
3. Calls to Action – Don’t Let Visitors Drift Away
A website without clear Calls to Action (CTAs) is like a shop with no signs or staff—people might wander in, but they won’t know what to do next.
A CTA is a button or prompt that guides users toward an action: “Call Now,” “Book a Consultation,” or “Shop Now.” Without them, visitors admire your design for a few seconds… and then leave.
Common CTA Mistakes That Cost You Customers:
- No CTA, No Conversions
If a visitor lands on your site and there’s no clear “next step,” they’ll bounce. - Hidden or Hard-to-Find Buttons
61% of users will leave if they can’t find what they need in 5 seconds. If your CTA is buried or blends into the design, it’s not doing its job. - Not “Above the Fold”
Your main CTA should be visible without scrolling. If people have to search for it, they probably won’t bother.
The Fix: Every page should have a clear goal and a strong, visible CTA. Guide visitors towards action before they leave your site.
4. User Experience – If It’s Frustrating, It’s Failing
A beautiful website that’s hard to use is worse than an ugly one that works perfectly. User Experience (UX) is about making your site as simple, fast, and intuitive as possible.
UX Mistakes That Drive Visitors Away:
- Confusing Menus
Your website navigation should be obvious. Visitors shouldn’t have to guess where to find your contact details or service information. - Not Mobile-Friendly
More than 60% of web traffic is from mobile devices. If your site looks great on a desktop but turns into a mess on a phone, you’re losing customers. - Slow Load Times
Every extra second your website takes to load costs you conversions. People won’t wait around. - No Clear Next Step
Every page should guide visitors toward action—whether it’s making a booking, getting in touch, or purchasing a product. A site that just “looks nice” with no clear purpose is a wasted opportunity.
The Fix: Prioritise speed, simplicity, and mobile-friendliness. A good-looking site should also be easy to use, fast, and functional.
Final Thoughts – A Website That Works for You
A beautiful website is great. A beautiful website that actually brings in customers? Even better.
If your website isn’t easy to find, easy to use, and built to convert, it’s not doing its job. Here’s how to fix that:
✅ SEO-friendly content (so people can find you)
✅ Clear CTAs (so visitors know what to do)
✅ Accessibility features (so everyone can use it)
✅ Mobile-friendly & fast-loading pages (so people stick around)
A website isn’t just an online brochure—it should be a 24/7 sales tool that actively brings in customers. So before you obsess over the perfect design, make sure your site actually works. Because no matter how stunning it looks, if it’s not getting results, it’s just a digital decoration.
