Is your website pretty but useless? Here’s how to tell
Your website looks great.
The fonts are modern. The colours are on-brand. Maybe you even paid a small fortune for stunning photography.
But here’s the million-dollar question:
Is it doing anything?
Because a website that looks good but doesn’t work hard is like a shopfront with no door.
Let’s talk about the signs your website might be all show and no conversion—plus how to fix it.
🚩 1. You’re Getting Traffic… But No Enquiries
You can see people are visiting (thank you, Google Analytics) but no one is clicking, enquiring, or buying.
What it means: Your website might not be guiding people toward a clear next step. Or worse—it’s confusing.
Fix it:
Have one clear call-to-action per page
Make your contact details and buttons obnoxiously easy to find
Ditch the fluff—every word should serve a purpose
🚩 2. You’re Talking About Yourself Too Much
If your homepage starts with “We’re passionate about…” or “Founded in 2006…”, you’ve already lost them.
What it means: You’re making it about you, not your customer.
Fix it:
Flip the script. Speak directly to your audience’s problems and how you solve them.
Use you, not we.
They need to see themselves in your content—or they’ll bounce.
🚩 3. It Looks Great on Desktop… But Clunky on Mobile
More than 60% of website traffic happens on mobile. If your site’s slow, squashed, or glitchy on a phone? You’re losing people before you even start.
Fix it:
Test your site on multiple devices
Prioritise fast load times and clean layouts
Make buttons and forms finger-friendly
👉 Pro tip: Google will also rank you lower if your mobile site sucks.
🚩 4. There’s No SEO Strategy
You’ve got great content. But if it’s not optimised, no one’s finding it.
What it means: You’re invisible to search engines. And if Google can’t find you, neither can your next client.
Fix it:
Use keywords your audience is actually searching for
Optimise page titles, meta descriptions, and headings
Add alt text to images
Create content around common questions
🚩 5. There’s No Trust-Building Content
Pretty only gets you so far. People need proof.
Fix it:
Add testimonials, reviews, or case studies
Show your face (or team) to humanise your brand
Include logos of brands you’ve worked with, media features, or certifications
🚩 6. You Don’t Know What’s Working
If you have no idea how people are using your site, where they’re dropping off, or what pages they love, you’re flying blind.
Fix it:
Set up Google Analytics and Google Search Console
Use heatmaps (like Hotjar) to see what people are clicking on
Track conversions: email sign-ups, enquiries, bookings, sales
✅ So... Is Your Website Actually Working?
A great website should:
Get found
Build trust
Guide action
Convert visitors into leads, sales, bookings or conversations
If yours isn’t doing that, it’s time for more than just a pretty facelift.
💬 Final Thought
Design matters—but function wins.
A beautiful site that doesn’t convert is like an Instagram model with no substance: fun to look at, but not someone you’d trust with your money.
Let’s turn your “meh” into money-making.
