If you’re a small business owner, chances are you’ve invested time and money into your website. But if it’s not bringing in leads, traffic, or sales — it might not be doing its job.
We work with hundreds of small businesses every day. And more often than not, the problem isn’t that the website was built badly. It’s that it’s being left to gather dust.
Here are five of the most common reasons your website might be underperforming — and what you can do to turn things around.
1. You’re not keeping it up to date
If the last blog post on your site is from 2022, or your opening hours haven’t changed since you launched, you’re sending the wrong message. A neglected website can make it look like your business isn’t active — even if you’re busier than ever.
According to research from Zippia, 70% of people say they won’t buy from a business with an outdated website.
Search engines also look for fresh content. Regular updates can help boost your visibility, especially for local search.
What to do:
Make small updates part of your routine. Refresh your homepage, tweak your service pages, add blog posts, or update your imagery. Even a few small changes each month can make a big difference.
“70% of people say they won’t buy from a business with an outdated website.”
— Zippia
2. You’re not actually using your website
You’ve paid for a decent site — but you’re not doing anything with it. No links in your social posts. No mention in email footers. No reminders to clients to visit.
Your website won’t magically generate traffic on its own. It needs to be part of your everyday communication.
According to Clutch.co, small businesses that actively promote their websites across social channels generate twice as much traffic as those that don’t.
What to do:
Start pointing people to your website. Add it to your bio on social platforms. Include it in every email. Share blog posts or case studies when they go live. The more you link to your site, the more traffic (and results) you’ll get.
3. You’ve treated it like a one-and-done project
We see this all the time: someone launches a new website and then doesn’t touch it again for years. But websites aren’t static brochures. They should evolve with your business.
As we often tell our clients:
“Your website shouldn’t look the same as it did 6 or even 12 months ago. If your business is growing, your website should grow with it.”
— Quicklaunch
In fact, companies that review and optimise their websites regularly can see up to 30% higher conversion rates, according to Crazy Egg.
What to do:
Treat your website as a living tool. Revisit your content quarterly. Ask: What’s changed in your business? Are you promoting the right services? Is the information still accurate? These small reviews can lead to big improvements.
“Your website shouldn’t look the same as it did 6 or even 12 months ago.”
— Quicklaunch
4. It doesn’t reflect your business anymore
Your business has evolved — but your website still talks about your 2021 services, with your old logo and that rushed-about page you wrote on a Sunday night.
According to a Stanford study, 48% of users say website design is the number one factor they use to determine a business’s credibility.
Design, tone of voice, language — it all needs to reflect who you are now. Not who you were when the site went live.
What to do:
Take a fresh look at your site. Does it feel like your business today? If not, you don’t always need a full redesign — just update key messaging, change imagery, and make sure the design aligns with your current brand.
5. You’ve made it hard for people to do anything
Even great-looking websites can fail if the user journey is poor. If your contact form is buried three clicks deep, or your phone number doesn’t show up on mobile, you’re losing potential customers.
A Small Business Trends report found that 70% of small business websites lack a clear call to action on the homepage.
And according to Sweor, 88% of people say they’re less likely to return to a site after a bad experience.
What to do:
Make it as easy as possible for people to take the next step. That might mean adding a contact button on every page, simplifying your menu, or having a clear “Get Started” link. Every second counts.
“70% of small business websites lack a clear call to action on their homepage.”
— Small Business Trends
The good news? It’s all fixable
If any of the above sounds familiar — don’t worry. These issues are incredibly common, and they’re all solvable. In fact, most don’t require a new website. They just need some care and attention.
If you’re not sure where to start, we’re always happy to review things with you and suggest a way forward.
Need a hand with your site? Get in touch and we’ll see how we can help.