From Crickets to Clients: Why Your Website Isn’t Converting

You’ve got a site.

It’s live. It’s pretty.

You’ve told everyone.

…and now? Crickets.

No leads. No inquiries. No “Add to Cart” confetti moments.

We’ve seen it more times than we can count: business owners pour time, money, and energy into building a website—but when it comes time to convert visitors into customers? Nothing.

Here’s the good news: if your website isn’t converting, it’s usually not a mystery—it’s a strategy issue. And that? Totally fixable.

Let’s walk through the most common reasons your website isn’t working (yet)—and how to turn those digital crickets into real, paying clients.

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1. You’re Talking About You Instead of To Them

If your homepage starts with “Welcome to our website, we are passionate about excellence…” we need to talk.

Here’s the thing: your website is about your customer. Not about you.

When someone lands on your site, they’re asking:

• Is this for me?
• Can this solve my problem?
• Do I trust this person or brand?

Fix it:

• Lead with the value you offer—not your origin story
• Use second-person language (“you” instead of “we”)
• Make the benefit clear within the first few seconds

Example:

Instead of: “We design beautiful websites.”

Try: “Get a website that actually converts—without the DIY headache.”

You can still tell your story—just don’t make it the whole point of the homepage.

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2. There’s No Clear Call to Action

If your website has 8 different buttons, 3 pop-ups, and a floating chatbot all yelling different things—your visitor doesn’t know what to do next.

Or worse? There’s no CTA at all. You’re relying on people to “get it” and take the next step on their own.

Spoiler: they won’t.

Fix it:

• Choose one primary goal for each page
• Use clear, actionable CTAs like:
• Book a free consult
• Start your order
• Download the guide
• Repeat the CTA multiple times on longer pages

Think of your CTA as the door to your business. Don’t make people search for it. Invite them in.

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3. It’s Pretty, But It’s Confusing

Design matters. But function matters more.

We love beautiful websites as much as anyone—but not if it’s at the cost of clarity. Fancy fonts, vague copy, or endless scrolls without direction? That’s how you lose people.

If someone has to work to figure out what you do or where to go—they’ll leave. Fast.

Fix it:

• Make sure your homepage passes the 5-second test: Can a new visitor tell what you do, who it’s for, and what to do next within 5 seconds?
• Keep menus simple. No 10-tab dropdowns.
• Use white space. Let your content breathe.

Good design isn’t just about looking nice. It’s about making things easy.

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4. Your Copy Isn’t Doing the Heavy Lifting

Copy is the unsung hero of high-converting websites. It’s what turns browsers into buyers. And if your copy is vague, bloated, or just not saying anything meaningful? You’re losing people.

Your website copy needs to answer real questions, address real objections, and make the value obvious.

Fix it:

• Write like a real person—not a brochure
• Focus on benefits, not just features
• Anticipate doubts and respond with reassurance
• Show social proof—testimonials, logos, stats, screenshots

And no, you don’t need to write a novel. You need to write what matters.

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5. It’s Not Mobile-Friendly

This one’s a dealbreaker. Over half of website traffic is on mobile—and if your site loads weird, cuts off buttons, or takes forever to load? You’re losing visitors before they even see your headline.

Fix it:

• Check your site on your own phone. Scroll through every page. Click every button.
• Use tools like Google’s Mobile-Friendly Test
• Optimize image sizes to keep load times fast

If your website doesn’t work on mobile, it doesn’t work. Period.

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6. There’s No Trust Built In

People don’t buy because they’re ready. They buy because they trust.

That trust needs to start on your site. Especially if you’re in a competitive space or a high-investment industry.

Fix it:

• Add testimonials, reviews, or case studies
• Use photos of real people—your team, your clients, your space
• Include your credentials, partnerships, certifications, or press
• Write like someone they’d actually want to work with

Even just a few human touches can make a massive difference.

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7. You’re Not Tracking Anything

How do you know your website isn’t converting? If you’re not using basic tracking tools, you’re guessing. And guessing is not a growth strategy.

Fix it:

• Install Google Analytics (it’s free)
• Set up conversion tracking (newsletter sign-ups, contact forms, purchases)
• Review your data monthly to see where people are dropping off

It doesn’t need to be complicated—but if you’re flying blind, you won’t know what’s broken… or what’s working.

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Your Website Doesn’t Need More Bells and Whistles. It Needs Clarity and Direction.

So, if your website looks great but isn’t doing its job?

It’s not a failure. It’s a sign you need to refocus on strategy.

Start with:

• A clear message
• A single goal per page
• Real copy that connects
• Mobile-friendly design
• Built-in trust signals
• Simple tracking

And remember—this isn’t about being perfect. It’s about being clear, intentional, and user-focused.

Need a fresh set of eyes (and a strategic brain) on your site? That’s exactly what we do at Crafted in Haus. We help small businesses turn their websites from digital brochures into digital sales tools.

Let’s turn that traffic into action.

Book a website audit here.

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