5 website mistakes we see business owners make (and how to fix them!)

A potential client called the other day and after a short conversation asked the common question: "Is a website still a necessity in 2025? Isn't it just a digital business card?"

Our Bias aside as a Hobart web design agency, we strongly believe that a website is crucial for any business who has the aim to thrive online.

While a website does serve as your business's online identity, sharing similar information to a business card in terms of contact details and branding, when done right, it can be so much more.

A well-designed and developed website can attract visitors (through means like SEO), sell your products or services, convey your brand's message, and also convert leads into loyal customers—all things that a business card simply can't achieve.

Conversely, a poorly designed site can drive potential clients straight to your competition, damaging your brand's reputation online.

With many new business owners opting for DIY website solutions like Wix or Squarespace, we wanted to take a moment to highlight some common pitfalls those managing their own websites encounter—and importantly, how to address them.

Here is our five hand picked common mistakes that business owners can make with their own website:

• ignoring search engine optimisation (SEO)
• not optimising your website for load times
• poor navigation
• weak call to actions and
• not considering a content strategy

All of this is with the focus on taking your website 'beyond the business card', so if you're looking for more of a deep dive on these mistakes and important - how to fix them - let's jump in...

1. Ignoring search engine optimisation (SEO)

One of the most significant errors small business owners make is overlooking search engine optimisation (otherwise known as SEO).

SEO isn't just a buzzword, particularly among a Hobart market where search and reputation become crucial.

You might be wondering what is SEO? In short, it's a series of things you can do to your website and its content that helps it rank higher in search engine results.

Ultimately this makes it easier for potential customers to discover you online, particularly finding you over your competitors.

When businesses treat SEO as an afterthought, they often end up with generic pages that fail to attract organic traffic - then wonder why they end up on page 94 instead of page 1.

SEO isn't just stuffing keywords into your website however, there's some wider considerations that can have a massive impact.

Mini Case Study: 
When Rock Electrical started working with us at Wakeford Digital, they initially had a few top level services page that didn’t effectively convey their offerings, beyond just a list of 'here's what we do'.

As a part of their SEO Hobart campaign, we assisted them in creating individual service pages for each of their services, such as “heat pump installation Hobart” and "Switchboard Installation Hobart". This strategic adjustment ensured that when someone searched for that specific service, they would land on a relevant page tailored to their needs, rather than a catch-all page that didn’t provide the information they were seeking.

How to Avoid This Mistake:

1. Conduct Keyword Research: Identify relevant keywords that potential customers are searching for and incorporate them naturally into your content. You can use tools like Google Adwords, Ubersuggest, AHREF's and plenty more to find these.
2. Optimise Meta Tags: Ensure each page has unique meta titles and descriptions that accurately reflect the content and include target keywords.
3. Create Quality Content: Focus on informative and engaging content that addresses your audience's needs and questions, which can help improve your search rankings.

Dom’s Tip: Particularly for service based businesses, treat each offering as a unique opportunity to appear in Google searches. One page, one clear purpose. By focusing on specific keywords and creating dedicated pages, you can enhance your chances of ranking higher in search results and attracting more visitors to your site.

If you're looking for more help with your Hobart SEO, get in touch with us on one of our affordable packages.

2. Slow load times and too many plugins

Ever had the situation where a website doesn't near-instantly load, so you leave? Well... your customers do the same.

If your site takes too long to load, potential customers will likely leave before they even see what you offer.

This is particularly true for mobile users, who may be on slower connections or using devices with limited processing power.

Research shows that even a slight delay can lead to a significant drop in conversion rates.

To address slow load times, consider these strategies:

• Compress Images: Large image files can considerably slow down your site. Use tools to compress images without compromising quality (tools like TinyPNG can be your friend here)
• Limit Third-Party Plugins: While plugins can enhance functionality, too many can hinder your site. Select only the essential ones.
• Choose a Fast Platform: Opt for platforms like Webflow, which are designed for speed and efficiency.

Dom’s Tip: You can also regularly monitor your website's speed and performance, using a free tool like Google PageSpeed Insights to assess your site’s performance. Anything below 70 on mobile deserves further investigation. By prioritising speed, you can improve user experience and keep visitors engaged with your content.

3. Having poor menus and navigation

Accessibility is often front of mind for us here at Wakeford Digital, working with some fantastic organisations like the National Assistance Card and Brain Injury Association of Tasmania.

Thus, we understand that navigating a website should be a smooth experience for all users.

Unfortunately, many small business websites suffer from poor navigation, which can frustrate visitors and lead to high bounce rates.

This can sometimes result due to limitations of the platform being used or just a rush to get something up as quickly as possible.

Common issues include menus that change on mobile devices, important links that are buried, an unclear structure and contact pages that are hard to find.

To enhance navigation, consider these approaches:

• Simplify Your Menu: A clear menu structure helps users find what they’re looking for quickly.
• Use Intuitive Labels: Labels like “Contact,” “About,” and “Services” should be straightforward and easy to understand.
• Check for Broken Links: Regularly ensure that all buttons function and lead to the correct pages.
• Implement a Search Function: allowing users to quickly find specific content or services.

Dom’s Tip: Watch someone else navigate your website. If they struggle to find information, it’s time for a change. By simplifying navigation, you can improve user experience and encourage visitors to explore your site further.

4. Weak or missing call to actions (CTAs)

Particularly with the ever-growing emergence of AI, having a visually appealing website is becoming quicker and easier.

However, despite how good it looks or flashy it is; any website is ineffective if visitors don’t know what to do next.

Whether it’s booking a call, making a purchase, or sending an inquiry, your site should clearly guide users toward taking action - and this is where a call to action (or CTA) comes in.

Weak or missing CTAs can lead to missed opportunities and lower conversion rates.

To create effective CTAs, consider the following:

• Make CTAs Stand Out: Ensure your CTAs are visually prominent to catch the user’s attention.
• Use Clear and Compelling Language: Phrases like “Book Now” or “Get a Free Quote” should be direct and persuasive.
• Position CTAs Strategically: Place CTAs at various points throughout the page to remind users of the action you want them to take.
• Test different CTA placements: For example, we've been using Humblytics A-B testing recently to find what resonates best with audiences.

Dom’s Tip: Ensure every page should have a single goal. Think: one page = one action. By strategically placing CTAs, you can guide users through their journey and increase the likelihood of conversions.

5. Not having an ongoing content strategy

Much the same as our business card situation, creating ongoing content for your website (think blogging, news, events etc) often gets a bad reputation.

We get it... it's hard, it requires routine and posting a new blog doesn't immediately bring in 10 new customers.

However when you can get it to work, the benefits (including circling all the way back to SEO) can be worth it.

Having a solid content strategy is essential for keeping your website active and engaging.

Regular content updates, such as blog posts or news articles, signal to Google that your site is alive and relevant, which can improve your search rankings.

Additionally, fresh content helps build trust with your audience by providing valuable information.

To develop a content strategy, consider these steps:

1. Set a Consistent Schedule: Aim for regular updates, such as one short blog post each month, to keep your audience engaged.
2. Address Common Questions: Create content that answers frequently asked questions to provide value to your audience.
3. Showcase Your Work: Highlight recent projects or results to build credibility and demonstrate your expertise.

Dom’s Tip: Don’t overthink it—record a quick voice memo of what you’d say to a client, then turn that into a blog. Or let AI assist you. By maintaining an active content strategy, you can enhance your website’s visibility and foster a stronger connection with your audience.

Bonus mistakes (and how to avoid them)

Before wrapping up, here's a few additional checks worth considering:

Is your site mobile-friendly?

While most website builders enable you to edit these responsive views, sometimes it can be easy to overlook.

Is your contact information (phone number and email) easy to find?

Check how hard it is to find your email or phone number. Is it in the menu? Is it buried in the footer?

Are your images high quality and relevant?

We often use stock imagery to get a website up and running, but it's important to ensure relevance and look to update these with real and high quality images when you can.

Do you have basic analytics set up (like Google Analytics or Humblytics)?

Some of the points above speak to using data to inform decisions and changes. Consider platforms like Humblytics that enable you to not only track and monitor visitor data, but also things like A-B split test and view heat maps to really deep dive into the information you need.

In closing...

‍An effective website goes beyond aesthetics and contact information (aka the old business card).

We get it... the thrill of getting that new website up can be an exciting prospect and you want to get it up and live ASAP. However, if you're investing time, effort and money into the process; it's something you want to get right.

When a website is created properly, it’s not only about looking good but also about guiding visitors to take the next step; whether that's purchasing a product, enquiring about your service or just getting in touch to discuss further.

By avoiding the common mistakes listed above, you can ensure your website not only acts as a business card - but also works as a successful online tool for your business.

If you're having any trouble with some of the mistakes, or just want to chat more about how to improve your own website; feel free to discuss your project with us, no matter how big or small.