The homepage tells you everything and sells you nothing
Most business homepages open with a slideshow, a mission statement, and a paragraph about company history. All three are for the owner, not the visitor. The visitor arrived with one question — "can these people help me?" — and none of that content answers it.
Fix: your first 200 pixels need to say what you do, who you do it for, and what happens next. Everything else is scroll.
The CTA is a mystery
"Learn more." "Get started." "Contact us." Vague CTAs don't convert because they don't promise anything. "Get a free estimate" tells the visitor exactly what they'll receive if they click. "Learn more" tells them nothing.
Fix: every button should complete this sentence — "if I click this, I will get ___." If it can't, rewrite it.
The page is three seconds slower than it should be
Every second of load time above two costs roughly 7% of conversions. That's not opinion — Google's own data. If your homepage takes five seconds to render on mobile, you're losing more than half your prospective buyers before they've seen a pixel.
Fix: run Google PageSpeed Insights. Anything below 90 on mobile needs work. Most of the wins are images that are 3× larger than they need to be.
Contact requires an archaeological dig
If your phone number, email, or contact form is more than one click away, you're testing your visitor's patience. Some pass; most don't.
Fix: put your phone number in the header. Put a contact CTA in the hero. Put a form in the footer. Nobody has ever complained that a contact number was too easy to find.
Nothing on the page suggests anyone else trusts you
A visitor's biggest silent question is "who else has hired these people, and did they regret it?" If your homepage has zero testimonials, no logos, no review counts, no case studies, you're asking a stranger to be your first customer. Most won't.
Fix: even one real testimonial with a real name and a face beats no testimonials. Two beats one. Photos of finished work beat photos of your office. Numbers beat adjectives — "412 projects delivered" is stronger than "extensive experience."
Finding all five in your own site
The most useful thing you can do is watch someone unfamiliar with your business try to hire you through your website. Set up a 15-minute call, share your screen, ask them to imagine they need your service. Watch where they pause. Watch what they read. Watch where they scroll past.
The good news: none of these are hard problems. They're just problems that nobody's paid to notice.