Your website might look good at first glance, but is it really doing its job? Many St Helens businesses invest in web design without realising small design or usability errors could be driving potential customers away. A beautiful site means little if it loads slowly, confuses visitors or hides key information.
At AFB Digital Solutions, we often help local companies fix these issues and transform underperforming websites into lead-generating assets. Here are the most common mistakes we see — and how to avoid them.
Slow Loading Speeds Turn Visitors Away
A slow website is one of the fastest ways to lose potential customers. Studies show that almost half of users leave if a page takes more than three seconds to load. In local searches, speed matters even more because users want quick answers.
Large image files, cheap hosting and too many plugins are usually to blame. Use image compression, caching and a reliable hosting provider to keep things running fast. A few seconds can make the difference between a new lead and a lost opportunity.
Poor Mobile Design Hurts Local SEO
More than half of all web traffic now comes from mobile devices. If your website isn’t mobile-friendly, you’re not just frustrating visitors — you’re also losing ground on Google. The search engine uses mobile-first indexing, meaning your mobile version decides where you rank.
Check that your pages resize correctly, text is easy to read and buttons are simple to tap. A responsive design ensures your site looks professional and performs well on every screen size.
Weak Calls-to-Action (CTAs)
Your visitors need clear direction. If it isn’t obvious what to do next, they’ll leave without contacting you. Common mistakes include vague links such as “Learn More” or buttons hidden below long blocks of text.
Strong CTAs like “Request a Free Quote”, “Book a Consultation” or “Call Our Team Today” tell users exactly what action to take. Position them above the fold and repeat them naturally throughout your page.
Too Much Text, Not Enough Clarity
Walls of text can overwhelm readers. People scan web pages quickly, so if they can’t find what they need within a few seconds, they’ll move on.
Break content into short paragraphs, use headings to separate topics and include bullet points to make key information stand out. The goal is to guide users smoothly toward your enquiry form or phone number.
Outdated Design or Branding
A tired-looking website can make even the best company seem unreliable. Fonts, colours and layouts that looked fine five years ago may now appear unprofessional or hard to use.
Refreshing your design not only improves credibility but also shows customers that your business is active and modern. Even subtle updates — cleaner typography, better imagery and improved spacing — can transform how your brand feels online.
Neglecting SEO and Metadata
Design and SEO should work hand in hand. Without proper optimisation, even the best-looking site can stay invisible on Google. Common issues include missing meta titles, poorly structured headings, and no internal linking.
Every page should have unique metadata, clear hierarchy (H1, H2, H3) and descriptive alt text for images. Include relevant keywords naturally — like “web design St Helens” — to help Google understand what your page is about.
No Analytics or Tracking Setup
If you don’t measure results, you can’t improve them. Many small businesses launch a new website but never set up Google Analytics or Search Console. Without data, you’ll never know which pages bring enquiries or where visitors drop off.
Installing tracking tools only takes a few minutes and gives invaluable insight into user behaviour. Use this data to refine your design, improve conversion rates and spot new opportunities for growth.
Why These Mistakes Cost You Leads
All these small issues add up. Slow loading, weak CTAs and confusing layouts cause visitors to lose trust and click away. For local businesses in St Helens, that can mean missed calls, fewer bookings and lost sales.
Fixing these mistakes not only improves user experience but also strengthens your SEO, increases conversions and gives you an edge over competitors.
Final Thoughts
Your website should work as hard as you do. Avoiding these common web design mistakes will help your business attract more local customers and turn clicks into real enquiries.
At AFB Digital Solutions, we specialise in web design for St Helens businesses that’s built for speed, clarity and results. Whether you need a full redesign or just a performance check, we’ll help you create a site that converts.
Ready to find out how your website performs? Get in touch today for a free website audit and see what’s holding your business back.