Where does this one lose you?

Your homepage, first three seconds.

• Your prices are not on the page
• They cannot tell what you actually do
• The page takes a second to load
• There are no social media links

They are not judging you yet. They are deciding whether this page is even about their problem, and a headline about passion and excellence does not tell them.

Fix: say who you help and what you do for them, in one sentence, above everything else.

They have one question and want to ask it.

• There is no phone number anywhere
• Your contact form asks for nine things
• There is no live chat
• There is no FAQ page

They had one small question and you asked for a commitment: name, company, budget, timeline, how they found you. So they close the tab and ask someone else.

Fix: let a question be a question. Name, one box, send.

Cursor hovering over the send button.

• There are no testimonials on the page
• The button is the wrong colour
• Nothing tells them what happens after they send it
• There is no newsletter sign-up

The unsaid question is: am I about to get a sales call at eight in the morning for the next two weeks? Silence about what comes next is not neutral. People fill it with the worst version.

Fix: one line under the button. Who replies, how, and by when.

On your pricing page.

• You cost more than the other two
• Your price has no shape at all
• There is no annual discount
• There is no comparison table

Contact us for pricing does not read as premium. It reads as it depends on how much they think you can pay. The cheaper competitor with a visible number just became the safe choice.

Fix: give the price a shape. A range, a starting point, or a worked example of a real project.

Checking whether you are a real business.

• You have no photo of a real person
• Nothing on the site shows a result with a number in it
• You have no awards or badges
• Your blog has not been updated

Everyone writes trusted, experienced, results-driven. Those words carry no information because your competitors use them too. One specific outcome with a number outweighs a page of adjectives.

Fix: one short story. The situation, what you did, what changed, with the number.

Ready to put you on the shortlist.

• There is no book a call button
• There is no pricing calculator
• Booking a call makes them create an account first
• There are too many buttons on the page

They said yes and you answered with a form, a password and a verification email. Every step between yes and booked is a step where someone remembers they were busy.

Fix: yes should cost one click. Ask for the rest after the time is held.

On your booking page.

• There are no evening slots
• They have to email you and wait for a reply
• There is no calendar reminder
• The calendar looks dated

You turned a thirty-second click into a conversation with a wait in the middle. The wait is where a decided customer goes cold, and where the competitor with a live calendar wins.

Fix: show real times and let them take one.

At the payment step, card in hand.

• You charge a card fee
• There is no deposit option
• Nothing says what happens if they need to cancel
• You only take one type of card

The last inch is the most anxious one. What they are actually asking is: if my week changes, am I trapped? No answer means the worst answer, and the tab closes with the card already out.

Fix: put the cancellation and refund line right next to the pay button, not in a policy page.

Ten minutes after paying.

• There is no receipt
• There is no upsell offer
• They have no idea what happens next, or when
• There is no feedback survey

Silence after payment is where refund requests are born. They have just handed money to a stranger on the internet and heard nothing back, so they start looking for evidence they made a mistake.

Fix: one message straight after payment. What happens next, who does it, and what date they will hear from you.