1. It's too slow
On mobile connections, every second of load time loses a measurable share of visitors. If your homepage takes four or five seconds to appear, a portion of your potential customers never see it at all.
2. The next step isn't obvious
Visitors shouldn't have to hunt for how to contact you. Every page needs an obvious, low-effort next step: a call button, a short form, a quote request. If your contact route is a link in the footer, that's the problem.
3. It doesn't build trust
Customers compare you with competitors in seconds. No reviews, no photos of real work, no evidence of qualifications — each missing trust signal quietly loses you enquiries.
4. It's built for desktop, used on phones
For most local and small businesses, the majority of visitors are on mobile. If buttons are fiddly, text is small or forms are painful on a phone, enquiries suffer proportionally.
5. The copy talks about you, not them
Visitors care about their problem, not your history. Pages that lead with the customer's situation and how you solve it consistently out-convert pages that lead with 'established in 1998'.
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