7 common website mistakes I see service-based businesses make.
Thinking about a website redesign? I’m super excited for you! But, before you start researching layouts and writing your copy, let’s get real for a second: a beautiful website is pointless if it’s not doing its job. Your website exists not only to look beautiful and perfectly on brand, but to help you make more sales, to land new clients, to get people onto your mailing list, to open up new business opportunities and to help you grow your business.
And a pretty website alone isn’t going to to that.
So whilst a website redesign can do amazing things for your business, too many business owners focus on the surface level stuff and ignore what’s actually going to help them grow.
So before you waste time, money and precious brain cells on a redesign that still doesn’t convert, let’s talk about the 7 biggest website mistakes I see (and fix) for service-based businesses.
Mistake #1: It’s pretty but it’s pointless.
This is something I see *all* the time. Someone pours hours (and hours) into making their website look like a Pinterest board dream, but there’s zero strategy. No flow. No clear messaging. No calls-to-action. Just pretty fonts and stylish photographs.
Because the fact of the matter is, people don’t visit your website just to admire it. They’re there because they need something - a service, a solution, a transformation - and your website needs to guide them to that thing quickly and clearly.
✨ The fix: Make sure your homepage instantly answers these questions:
What do you do?
Who do you help?
What’s the next step?
You need clear calls to action, intuitive layout and strategic design that moves people toward booking - not just admiring.
Mistake #2: You have zero personality.
If your website copy sounds like it was written by a robot (hello ChatGPT)… we need to talk.
People buy from people. Especially in service-based businesses. If your website reads like “We provide innovative solutions…” you’re blending in with 500 other totally forgettable businesses.
✨ The fix: Let your voice shine!
Don’t be afraid to throw a whole lot of you into your copy. Use language that sounds like you. Infuse your personality. Talk like you would talk to a friend. If you're sarcastic and a little dry in real life (who, me?), your website should reflect that, because that’s what builds trust and connection.
And whilst we’re on the subject of you, make sure you include at least one (ideally more) photograph of you on your website. Show people who you are, let them put a face to the name. This is another great way of building trust. Need more convincing? Read: If you’re too afraid to put your face on your website, we need to talk.
Mistake #3: Your navigation is a mess.
If someone needs a map to find your “Work with me” page, you’re losing clients.
Confusing menus, random dropdowns, ten million links - it’s all too overwhelming. And when people are overwhelmed, they leave.
✨ The fix: Simplify.
Your navigation should be clean, clear and direct. Prioritise what actually matters: Home, Services, About, Contact. That’s it. Hide the blog archive from 2017. Merge pages where possible. Make the “Book Now” button obvious and everywhere.
Mistake #4: There’s no clear call to action.
A website without calls-to-action is like a business card without any contact details. It’s doing nothing.
If someone lands on your website and doesn’t know what to do next - click, book, email, download - they’ll leave and forget you ever existed.
✨ The fix: Tell people what to do.
Show people what you want them to do next. Sprinkle in clear CTAs like “Book a Free Consultation,” “View Services,” or “Let’s Talk.” Make them bold. Make them consistent. And repeat them throughout your website, not just at the bottom of one page.
Mistake #5: You’re talking about you, not them.
I hate to say it, but your website isn’t about you - it’s about your client.
Sure, they want to know who you are, what your experience is and what it’s like to work with you. But if you want to hook them in and encourage them to work with you, they need to know how you’re going to solve their problem. So if your copy is all “I, I, I” and no “you,” you’re not making the connection.
✨ The fix: Speak to their struggles and goals.
Focus on benefits of what you sell, not just the features. What will they gain by working with you? How will you make their life better? What problem are you solving for them? Show them that you understand their pain points. Use phrases like “Imagine if…” or “You’re tired of…” to draw them in. Show empathy first, expertise second.
Mistake #6: It looks like crap on a mobile.
More than half of your visitors are on their mobile phones. If your website isn’t mobile-friendly, they’re bouncing before you’ve even had chance to tell them who you are.
Some common mobile layout issues I see include the buttons being too small, the layout not being responsive, the menu being too awkward to use and layout being a hot mess.
✨ The fix: Preview every page on a mobile.
Luckily, if you’re using Squarespace, you’re in good hands. All good templates are mobile-responsive out of the box (including my Launch in a Week templates) and you can use the drag and drop editor for both desktop and mobile layout. Check each page on your website and make sure text is legible, buttons are tap-friendly and key info is front and center.
Mistake #7: You’re not tracking anything.
This one’s the silent killer: no analytics = no idea what’s working (or not). You’re basically guessing.
You can’t improve what you’re not measuring. If you don’t know which pages get traffic, where people drop off or what actually converts - you’re flying blind.
✨ The fix: Get Google Analytics on your website ASAP.
You can also take advantage of Squarespace’s built-in analytics. Track page views, button clicks, form submissions - the works. Bonus points if you set up goals for key actions like bookings or newsletter signups.
If any of these website mistakes hit a little too close to home, don’t panic. You’re not the only one. And the good news? Every single one of these is easily fixable, without having to scrap your entire website and start from scratch.
A strategic website redesign isn’t just about aesthetics, it’s about making your website finally work for you.
So if you’re ready to ditch the fluff, fix what’s broken and finally have a website that converts dream clients while you sip your Yorkshire Tea…
👉 Check out my Launch in a Week websites
👉 Book a free Website Therapy session
👉 Or give your existing website a glow-up with a Website SOS session