5 Things On Your Website That Are Costing You Sales
It’s time to learn 5 simple yet super effective things to fix so you don’t miss out on sales
Before you throw money at ads or new marketing
it’s time to fix these five things on your website so you can start attracting more clients and, in turn, make more money!
And no, it’s not anything super hard or technical.
These are simple yet CRAZY effective tweaks that stop people from bouncing off your site right away.
Before we get into it, if you’d prefer to watch and learn then click the video below!
5 Thing On Your Website That Are Costing You Sales
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[00:00:00.00]
Before you throw money in ads or new marketing techniques, it's time to fix these five things on your website so that you can start attracting more clients and in turn, make more money. And no, it's not anything super hard or technical. They are just simple yet crazy effective ways to stop people from wanting to leave your website the minute they get on it. So let's get into the first thing that you're going to want to fix.
[00:00:28.19]
Okay, first up, jargon, meaning special words or expressions that are used by a particular profession or group and are difficult for others to understand. Often, this is one of the fastest ways to lose people on your site depending on your type of business. There are times when you would want to use it, but I'll share that later. For now, just know that jargon is basically industry-speak, that your potential customer doesn't use. For example, a personal trainer might say, We offer customized biomechanical optimization programs, whereas you could just say, Get stronger without hurting your back. Which one sounds better to you? And keep in mind the target audience, too. But to be fair, it's not just technical terms. It can be filler words, too. Stuff like cutting edge, best in class, state of the art. It sounds fancy messy, but it's super vague and cliché. And really, it just doesn't help your SEO either. Nobody's going to Google state of the art pest control. They're just going to type in something like how to get rid of ants fast or pest control near me. Now, here's the exception. Technical jargon does have a place if your audience expects it.
[00:01:49.20]
For example, if you run a highly specialized service where your clients are already educated in the field, then using precise language can actually build trust and credibility. In those cases, jargon shows you know what you're talking about and that you belong in the conversation. So the key is knowing your audience so well. If you're talking to everyday consumers, stick with clear, simple explanations because those who confuse loops. And I don't know where I heard that from, but it's true. If you're speaking to experts, it's okay to lean on those technical terms as long as they're adding clarity. Other ways to fix it is to just keep it simple. Write you're explaining what you do to a friend who has zero background in your industry. And the other way is to show, don't tell. Instead of saying, We use state-of-the-art technology formulas, show the result. For example, after just two days 90% of our customers say their pest control problem is gone. That is way more convincing. And personally, speaking from someone that just recently had to call pest control, the second one sounds way better and easier for me to understand. So I would definitely call Images can make a website, but they can also completely confuse people if they don't connect with your message.
[00:03:09.03]
For example, if you're a local bakery and your homepage image is some generic photo of a woman laughing while holding a salad, it doesn't make sense. People are going to be like, Wait, I don't want a salad. I just want a cupcake. And I don't think this is the right place. Even wrong-sizing, poor placement, or my least favorite one of all, clashing colors. I know it sounds silly, but clashing colors can be so distracting when trying to view a website. So what should you do instead? Well, use images that tell a story. If you're a service provider, show photos of you at work or happy customers. If you sell products, show the product in action. Always choose images that support the message on the page, not distract from it. And please, for the love of all things good, do not use low-quality images. Those scream cheap and unprofessional, and you don't want those two words associated with your brand. Your headline is the very first thing someone reads when they land on your page, and it is so absolutely crucial to get it right. And yet so many websites get it wrong. For example, here's a bad headline.
[00:04:29.12]
Welcome to our website, or, Welcome to our company name. Okay, cool, but it doesn't really give me any value or information as to why I should continue to click and stay on your site. Now, here's a better one. Let's say a landscaping business has one that says, We design and maintain beautiful lawns for busy homeowners in Fort Wayne. Boom. You instantly know what they do, who they help, and what the benefit is. So here's Here's a quick way to think about writing headlines. Be clear about what your service or product actually is, be clear about what your customer gets out of it, and be clear about what they do once they have it. If your headline nails at least one of these things, it's more likely that people will stick around instead of just leaving the site right away. Now, let's talk about testimonials because these are gold when they're done right. The problem is a lot of testimonials can hurt trust instead of building it up. When a site has a review that says, They're great, with only one first name or something like that, that doesn't make me feel confident or even believe that that is a real review.
[00:05:48.15]
But if we compare it to something like this, Janet, their receptionist, answered my call on the first ring. It was so easy to set up an appointment, and after two days of using their product, we had zero in the basement. That's super specific, it sounds real, and it is believable. So how do you get better testimonials from past clients? Well, don't just ask, How did we do? No, you want to send clients a short list of questions like, what was the problem you had before? What was it like working with us? And what changed after? And if they're kind enough to just answer all those questions, that will give you so much more detail that you can use to attract new clients on your website. Plus, add a photo or headshot of your client next to the testimonial because studies show that it can boost conversions by up to nine %. People trust faces. Okay, last one, your calls to action. This is one of the most common mistakes I see. Either a website has no call to action at all, or it's so vague that people don't know what to do, or maybe there's way too many call to actions and it's just overloaded.
[00:06:59.14]
So Here's the thing. You have to be so clear about the next step you want someone to take on your website. You want them to book a call, download a freebie, buy something. Tell them exactly what it is that you want them to do and make the button so easy to see. Don't just say submit. No, that's foreign. It's generic. Plus, it isn't telling them what they're going to get for clicking the button, for taking action. If you want to get creative and strategic, then you could change it to something like this. Say you want people on your newsletter. Okay, make a button that says, Send me weekly tips instead of just sign up. Or say it's a free guide that you're trying to give away. You should say, get my free guide instead of, Download now. It's just the little things. And once they actually click, once they take action, then they did exactly what you wanted them to do, and it's on you to then tell them what's happening. So a message like, Success. Let's check your inbox in a few minutes. That can go a long way. Those are the five big ones.
[00:08:06.22]
Cut the jargon, use images that make sense, write clear headlines, get trustworthy testimonials, and always have strong call to actions. Fixing even one of these can improve how your site converts. But fixing all five, that's when you really start turning visitors into paying clients. If this was helpful, hit the like button and drop a comment to let me know which one you're going to start working on first. And don't forget to hit the subscribe button so that way you can stay up to date with more website tips. And hey, if you want to keep going, check out this video where I walk you through how to add vertical videos on a Squarespace website, especially if you want to add video testimonials to improve your conversion rate on your website.
1. Cut the Technical Jargon
Jargon is one of the fastest ways to lose people on your site. By jargon, I mean “special words or expressions that are used by a particular profession or group and are difficult for others to understand.”
For example, a personal trainer might write:
“We offer customized biomechanical optimization programs.”
Sounds fancy, right? But the average person has no idea what that means. A better option?
“Get stronger without hurting your back.”
It’s clear, simple, and speaks directly to the result your customer wants.
👉 Pro tip:
Write like you’re explaining what you do to a friend.
Avoid vague buzzwords like “cutting-edge” or “best-in-class.”
If your audience is highly technical (like doctors, engineers, or specialists), jargon can build credibility — just make sure it adds clarity, not confusion.
Ready to work with a designer to get an awesome, high-converting website? Book a call and let’s chat!
2. Confusing Headlines
Your headline is the very first thing someone reads on your page. If it’s vague, people leave.
A bad headline example:
“Welcome to our website.”
That doesn’t tell me anything.
A better example for a landscaping business:
“We design and maintain beautiful lawns for busy homeowners in Fort Wayne.”
In one sentence, you know what they do, who they help, and why it matters.
👉 Pro tip for writing headlines:
Be clear about the service/product.
Be clear about the benefit.
Be clear about the next step or transformation.
If your headline hits at least one of those, you’re on the right track.
3. Images That Don’t Make Sense
Images can either elevate your site or completely confuse visitors.
If you’re a bakery, but your homepage image is a random stock photo of a woman laughing with a salad… people will wonder if they landed on the wrong website.
Instead, use photos that match your story and service:
Show your products in action.
Feature yourself at work or happy clients.
Invest in quality photography — low-quality, clashing images scream “unprofessional.”
Remember: your visuals should support the words on the page, not distract from them.
4. Untrustworthy Testimonials
Testimonials are powerful — but only if they feel real.
A vague one like:
“They’re great!” – John D.
…doesn’t build trust.
But this one does:
“Janet, their receptionist, answered my call on the first ring. It was so easy to set up an appointment. And after two days of using their product, we had zero ants in the basement.”
👉 Pro tips for stronger testimonials:
Ask clients specific questions:
What problem did you have before?
What was it like working with us?
What changed after?
Add a headshot next to the review (studies show this boosts conversions by up to 9%).
5. Terrible CTAs (or None at All)
A call-to-action (CTA) is what tells your visitor the next step. Without one, people leave without taking action.
The worst offenders are generic buttons like:
“Submit”
Instead, write CTAs that connect to the value someone gets:
“Send me weekly tips” (newsletter)
“Get my free guide” (lead magnet)
“Book my free call” (service)
And always confirm the action afterward with a success message. Something like:
“Success! Check your inbox in a few minutes.”
Final Thoughts
So, those are the five big ones:
Cut the jargon.
Write clear headlines.
Use images that make sense.
Get trustworthy testimonials.
And always have strong calls-to-action.
Fixing even just one of these can increase your conversions. But fix all five? That’s when you’ll start turning casual visitors into paying clients.
Abby Castillo
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Frequently Asked Questions
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If you’re getting traffic but few inquiries or sales, it’s usually a sign your site isn’t converting. Tools like Google Analytics or Hotjar can also show where people drop off.
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Not necessarily! Start by writing how you’d explain your business to a friend. If you struggle, a copywriter can help polish and simplify.
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Take simple, well-lit photos with your phone of your product, service, or workspace. Authentic beats generic stock every time.
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Instead of asking “Can you leave a review?”, send them 2–3 guided questions about their problem before, their experience with you, and the results after.
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Ideally one main CTA per page. For example: book a call, sign up for your list, or buy your product. Keep it focused so people know exactly what to do.
