1. Visitors can’t tell what you do within five seconds

Most people decide whether to stay or leave almost immediately. If your homepage opens with a vague line like “Welcome to our website” or “Quality solutions for your needs,” the visitor still does not know what you sell, who it is for, or where you work.

The fix: Your top section should say what you do, who you do it for, and where. For example: “Accounting and tax services for small businesses in Johannesburg and Pretoria.” One clear sentence beats a slogan.

2. There is no clear next step

A page can be well designed and still not ask for anything. If a visitor has to hunt for your contact details, many will not bother.

The fix: Every page needs one main action, such as “Request a Quote,” “Book a Call,” or “WhatsApp Us.” Put it at the top of the page and again at the bottom. Use the same wording everywhere so visitors are not confused.

3. Your contact options are harder than they should be

In South Africa, a lot of people would rather send a WhatsApp message than fill in a long form. Others want to tap a number and call. If your only option is a form with eight required fields, you are losing the people who just want a quick answer.

The fix: Add a WhatsApp button and a tap-to-call number. Keep your contact form to the basics: name, contact detail, and message.

4. Your contact form might not be working

This one is more common than most owners expect. Forms get sent to an old email address, land in spam, or stop working after a plugin update. You could be missing enquiries without knowing it.

The fix: Test your form this week. Submit it yourself from your phone, then check that the message arrives. Do this again every few months.

5. Visitors don’t trust you yet

Someone who has never met you needs proof before they send an enquiry. Generic stock photos, no real names, and no examples of your work all make a business look risky.

The fix: Add real photos of your team or your work, examples of finished projects, your business details, and Google reviews or client feedback where you have them. Specific facts, like how long you have been operating, work better than words like “trusted” or “professional.”

6. Visitors can’t tell if they can afford you

Many people leave without enquiring because they are scared of wasting your time, or of being quoted a price they cannot manage. You do not need a full price list, but silence on pricing makes serious buyers hesitate.

The fix: Give a “from” price, a typical range, or a short explanation of what affects your pricing. This also filters out people who were never a good fit, which saves you time.

7. The site is slow or awkward on a phone

A large share of your visitors will find you on a phone, often on mobile data. If your pages are heavy with big images, or the menu is hard to use on a small screen, people leave before they read anything.

The fix: Open your site on your own phone, on mobile data, not Wi-Fi. If it is slow or fiddly for you, it is worse for a stranger. Compress images, simplify layouts, and make buttons easy to tap.

8. The wrong people (or nobody) is finding you

Sometimes the website is fine and the problem is who lands on it. If you are getting visitors from outside your service area, or from searches that have nothing to do with what you sell, they will not enquire no matter how good the site is.

The fix: Make sure your service areas are clear on the site, your Google Business Profile is complete and matches your website details, and your pages use the words your customers actually search for. A business in Pretoria should not be showing up for searches it cannot serve.

9. You can’t see what is happening

If you do not have Google Analytics or Google Search Console set up, you are guessing. You cannot tell which pages people leave from, which searches bring them in, or whether anyone clicks your contact button.

The fix: Set both up, and check them monthly. Even basic numbers will show you where visitors drop off.

A quick self-check

Answer yes or no:

• Can a stranger tell what I do and where I work within five seconds?
• Is there one clear action on every page?
• Can people reach me on WhatsApp or by tapping a number?
• Did my contact form reach me the last time I tested it?
• Does my site show real work, real people, and proof?
• Is it fast and easy to use on a phone?
• Is my Google Business Profile complete and consistent with my site?

Three or more “no” answers means the site is almost certainly costing you enquiries.

Fix, refresh or redesign?

Some of these problems are quick fixes. Others, like a confusing structure or an outdated platform, need more work. A rough guide:

• Small fixes: contact options, form testing, calls to action, new photos, and updated copy.
• A refresh: the structure is fine, but the content and visuals need updating.
• A full redesign: the structure, messaging, or technology is the problem, or the business has changed since the site was built.

If you are unsure which one you need, a Website Health Check from Zoeke (R650) shows you what is going wrong and in what order to fix it, before you commit to a bigger project.

Frequently asked questions