Welcome to Brand It, Build It, a podcast created to inspire and empower small business owners to achieve sustainable success through purposeful brand and web design. I’m Kelly Zugay, co-founder of With Grace and Gold. Today, I’m so excited to share one of my favorite topics: creating a website that truly works for you. More specifically, we’ll explore five common website mistakes that may be costing you clients—and, most importantly, how you can fix them.

As small business owners, we put so much heart and effort into our work. When your website doesn’t reflect the quality and care you bring to your business, it can feel frustrating. But here’s the truth: with just a few thoughtful adjustments, your website can become a powerful tool to connect with your audience, build trust, and grow your business.

Unclear First Impression

The first mistake many business owners make is having an unclear first impression. When someone visits your website, you only have a few precious seconds to communicate who you are, what you do, and why it matters to them. Without this clarity, you risk losing potential clients before they’ve had the chance to truly explore what you have to offer.

To remedy this, ensure your homepage headline is clear, concise, and benefits-focused. For example, instead of saying, “Welcome to my website,” consider something like, “Purposeful design solutions to help your business grow.” The goal is to instantly convey your expertise and the value you provide.

Too Much Clutter

Mistake number two is having a website that feels cluttered or overwhelming. Clutter doesn’t just refer to visuals; it also includes dense text or too many competing calls-to-action. When your website lacks focus, it can confuse visitors and lead them to leave without taking any meaningful action.

The solution lies in simplicity. Embrace whitespace to give your content room to breathe, and guide your visitors with one clear call-to-action per page. Think of your website as a beautifully curated experience, leading visitors step by step toward working with you.

No Personal Connection

The third mistake is overlooking the power of personal connection. While it’s tempting to focus solely on showcasing your work, the truth is, people connect with people—not just products or services.

Add a warm, relatable touch by including a friendly photo of yourself and sharing a bit of your story. Why do you do what you do? What inspires you? This level of authenticity helps build trust and creates a sense of connection, inviting visitors to take the next step with confidence.

Not Optimized for Mobile

Mistake number four is neglecting mobile optimization. With more than half of all web traffic coming from mobile devices, a website that isn’t mobile-friendly can unintentionally turn away a large portion of your audience.

To fix this, ensure your design is responsive, adjusting seamlessly to every screen size. Test your website on a variety of devices to confirm that text is easy to read, buttons are intuitive to click, and the layout feels as polished on mobile as it does on desktop.

No Clear Path to Work With You

The final mistake is not offering a clear and simple path for visitors to work with you. Sometimes, we assume that the steps to book or collaborate with us are obvious, but if those steps aren’t clearly outlined, potential clients may feel confused or hesitant to move forward.

Create a step-by-step process that is easy to follow and prominently display it on your website. For example: “Step 1: Fill out our contact form. Step 2: Schedule a discovery call. Step 3: Let’s bring your vision to life.” This clarity removes any guesswork and helps clients feel confident about taking the next step.

Wrapping Up

These five common website mistakes are more than just hurdles — they’re opportunities. By addressing each one with intention, you can create a website that works hard for you, communicates your expertise, and connects meaningfully with your audience. Thanks for tuning in!