The Biggest Website Mistakes Small Businesses Make

Small business owners come to me all the time feeling frustrated with their websites. They either hate the design, aren’t getting any traffic, or built something quickly when they first started—and now their business has grown, but their website hasn’t caught up.

And here’s the thing: most websites aren’t failing because the business isn’t good. They’re failing because the website doesn’t clearly tell your story, doesn’t stand out from the crowd, and isn’t set up to attract the right people.

Your website should explain who’s behind the business and why you do what you do. It shouldn’t sound generic or look like everyone else’s. You want to be remembered. And while a great design matters, it’s also important to understand that traffic doesn’t just magically appear—you have to put in the work to get people there.

If any of this sounds familiar, you’re not alone. Below are the biggest website mistakes I see small businesses make—and what you can do instead.

Mistake #1: Unclear Messaging

One of the biggest mistakes I see on small business websites is unclear messaging. When someone lands on your site, they should immediately understand the problem you solve, who your business is for, and what results you offer. If that isn’t clear, they won’t stick around long enough to figure it out.

Many websites miss the mark by being a mix of everything—overly wordy in some places, vague and trendy in others, and often too focused on the business owner instead of the client. As a result, visitors are left guessing: Is this for me? What do they actually do? How do I get started?

Within the first five seconds of landing on your website, a visitor should know who your business is, what you offer, the problem you solve, and how to take the next step. For physical businesses, location matters too—and it should be easy to find.

How to fix it:

Start with a clear headline that speaks directly to your ideal client. Show examples of your work or results so visitors can see what you’re capable of. Be upfront about pricing when possible, and make it obvious how someone can contact or book with you. Clarity builds trust, and trust leads to action.

Mistake #2: No Clear Call-to-Action

Another common mistake I see is the complete absence of a clear call-to-action. Many small business websites are filled with information, but nothing actually guides the visitor on what to do next.

Sometimes the only way to get in touch is through a contact page—and it’s not even called out anywhere besides the menu. If someone has to search for how to reach you, chances are they won’t. Most visitors need direction, not just information.

Your website should actively encourage people to reach out, ask questions, or request more information. When there’s no invitation to connect, the site can feel unwelcoming or confusing. And if a website isn’t inviting—or feels hard to navigate—people won’t stick around. They’ll simply leave.

How to fix it:

Every page of your website should have a clear next step. Whether it’s “Contact Us,” “Book a Call,” or “Get More Information,” make it obvious and easy. Clear calls-to-action remove friction, build confidence, and make it easier for the right people to reach out.

Mistake #3: Designing for Looks, Not Strategy

A good-looking website is important—but design alone isn’t enough. One of the biggest misconceptions I see is the idea that if a site looks appealing, it’s doing its job. In reality, every element on your website should have a purpose.

Yes, your website should be visually appealing and easy to navigate. But beyond that, each page needs to be set up for success. That means guiding visitors through the information in a way that makes sense, leads them toward an action, and supports your overall goals. Design and strategy should work together—not separately.

This issue often comes up with DIY website builds, especially when templates are used without much thought behind structure or flow. You can’t simply plug your information into a template and expect results. Your website needs intention. The content should be informative, the layout should flow naturally, and everything should work toward an end result.

SEO is also a critical part of this process. A strategic website is built with search in mind so people can actually find you. Strong SEO is what helps your business show up in Google searches—and without it, even the most beautiful website can go unseen.

How to fix it:

Approach your website as a strategic tool, not just a visual one. Make sure every page has a clear purpose, flows logically, and is optimized for search. When design, content, and SEO work together, your website becomes a powerful part of your business—not just a pretty placeholder.

Mistake #4: Ignoring Mobile Design

Mobile design is one of the most overlooked parts of a small business website—and it’s something I see issues with all the time. Layout problems are the biggest culprit: font sizes that are too small, elements overlapping, buttons in the wrong place, or content that simply doesn’t translate well to a smaller screen.

It’s easy to make a desktop website look good. The real challenge is taking all of that content and designing it in a way that works just as well on mobile. Unfortunately, mobile layouts are often treated as an afterthought—or not considered at all.

This matters because the majority of your website traffic is coming from mobile devices. Most people are viewing your site from their phone, not a desktop computer. If your website is confusing, hard to read, or difficult to navigate on mobile, visitors won’t spend time trying to figure it out—they’ll leave.

How to fix it:

Design with mobile in mind from the start. Pay close attention to layout, spacing, font size, and button placement to ensure everything is easy to read and use on a smaller screen. A strong mobile experience isn’t optional—it’s essential.

Mistake #5: Treating Your Website as “Set It and Forget It”

Another mistake I see often is treating a website as a one-time project. While you don’t need a brand-new website every year, your site does need ongoing attention to stay effective.

Businesses grow, offerings evolve, and branding changes—but many websites stay frozen in time. Outdated portfolios, old photos, and copy that no longer reflects your business can make a website feel disconnected from where you are now. And when a website feels outdated, it can impact trust.

Keeping your website updated doesn’t always mean a full redesign. It can be as simple as refreshing your portfolio, updating branding photos, adjusting your messaging, or regularly adding new content. These updates signal to both visitors and search engines that your business is active and evolving.

How to fix it:

Make website updates part of your ongoing business maintenance—whether that means setting aside time yourself or investing in professional support. A website that’s kept current will always perform better than one that’s been left untouched.

Final Thoughts

Your website should grow alongside your business. When it’s clear, strategic, mobile-friendly, and regularly updated, it becomes one of your strongest business tools—not just a place that exists online.

If you’re unsure which of these mistakes your website might be making, or you’re ready for a site that better reflects your business today, I can help.

Ready to make your website work for you?