Welcome back to Brand It, Build It — the podcast where we share practical ways to strengthen your brand, grow your business, and show up with more purpose and ease. I’m your host, Kelly Zugay, and today’s episode is all about turning your website into a tool that actually works for you — by helping more of the right people inquire.

If your website isn’t bringing in consistent inquiries, or if the leads you’re getting aren’t aligned with your goals, this episode will walk you through 4 adjustments you can make right now — based on real data and real results — to help your site do its job more effectively. Let’s get into it.

Your Call-to-Action Isn’t Clear — or It’s Too Hidden

A common mistake we see is that the call-to-action — the link or button you want someone to click — is either too hard to find or too vague to inspire action. According to Small Business Trends, 70% of small business websites don’t have a clear call-to-action on their homepage. That’s a huge missed opportunity.

To fix this, choose one clear action you want people to take — whether that’s filling out your inquiry form, booking a discovery call, or purchasing a product — and make that call-to-action easy to find. Place it near the top of your homepage and repeat it a few times as someone scrolls.

Instead of something like “Learn More,” try specific, helpful phrases like:

• “Inquire About Your Date”
• “Book a Free Discovery Call”
• “Browse the Template Collection”

Your website should feel like a gentle guide — always showing visitors their next best step.

Your Copy Focuses Too Much on You — Not Enough on Your Audience

Another issue we often see: websites that are beautifully designed but full of “I” statements — and not enough language that reflects your visitor’s experience, needs, or goals. Research from Nielsen Norman Group shows that users engage more — and convert more often — when web copy speaks directly to their own needs. So how do you shift the focus?

Instead of saying, “I’m a wedding photographer based in Dallas,” try:
“Helping couples in Dallas document their wedding day with meaning, ease, and intention.”

It’s a subtle shift — but it makes the visitor feel like they’re in the right place. Speak to the transformation they’re hoping for, and how you’re here to help make that happen.

You Don’t Have Enough Social Proof

If your site doesn’t show any form of trust signals — like testimonials, reviews, or recognizable names — you’re unintentionally asking people to take a leap without much reassurance. According to BrightLocal, 87% of people read online reviews before making a decision, and nearly 80% trust those reviews as much as a recommendation from a friend. Even if you’re just starting out, there are small but powerful ways to build credibility:

• Share 2–3 short testimonials near your call-to-action
• Highlight the number of clients you’ve worked with
• Add a line like “Trusted by small businesses since 2018”
• Use a few recognizable brand logos if you’ve done any B2B work

And if you truly have no social proof yet — consider offering a beta version of your service or product in exchange for feedback and a testimonial. Building trust doesn’t always require scale — just honesty and clarity.

Your Mobile Experience Isn’t Cutting It

More than half of all web traffic comes from mobile devices, and if your site is hard to use on a phone — people won’t stick around. Google reports that 61% of users are unlikely to return to a site they had trouble accessing on mobile. And 40% will visit a competitor’s site instead.

Here’s what to check:

• Use Google’s Mobile-Friendly Test to spot issues
• Make sure your text is readable without zooming
• Avoid pop-ups or auto-play video on mobile
• Keep your navigation menu simple and easy to tap

And don’t forget to test it yourself. Open your site on your phone, and ask: Would I know what to do? Would I feel confident taking the next step?

A Final Thought

If your website hasn’t been bringing in the leads you hoped for, that doesn’t mean your work isn’t valuable. It just means your message, layout, or experience may need to be refined — and that’s something you have the power to do.

To recap:

• Make your next step obvious and easy to take
• Focus your messaging on your audience, not just your story
• Add real, trust-building social proof
• Prioritize mobile just as much as desktop

These aren’t massive overhauls — they’re small, strategic changes that can lead to a big difference in how your website performs.

Episode Close

Thank you so much for listening to this week’s episode of Brand It, Build It. If today’s tips resonated with you, consider sharing this episode with a fellow business owner or leaving a quick review — it helps more than you know. And if you’re looking for support building a more strategic, aligned, and conversion-ready website, we’d love to help. Visit withgraceandgold.com or connect with us on Instagram @withgraceandgold to learn more. Thanks for tuning in!

Brand It, Build It Podcast, Hosted by Kelly Zugay

Hosted by Kelly Zugay, co-founder of With Grace and Gold, The Brand It, Build It Podcast is the best small business marketing podcast for small business owners, creatives, and founders. Weekly, brief, actionable episodes will equip you to build a successful, sustainable small business. Since 2014, With Grace and Gold has provided award-winning custom brand and Showit web design and completely customizable Showit website templates for small businesses worldwide.