David Goodman
Most small business owners don’t have a website problem. People simply cannot tell what the business does.
When someone lands on your homepage, they aren’t there to admire your logo. They are trying to answer one question fast: “Is this for me?”
That decision happens quickly. If your website does not clearly spell out what you do, who it is for, and what to do next, most visitors leave. They click on a competitor who made it easier.
Here are the three most common mistakes and how to fix them.
Mistake #1: Making It About You Instead of the Customer
Many websites lead with company history or a “Welcome” message. That information is not bad. It is just in the wrong place. A homepage is not where people go to learn more. It is where they decide whether to trust you.
Lead with what the customer actually cares about:
• What you do
• Who it is for
• What changes after they purchase your product/service
In other words, clarity beats cleverness.
Mistake #2: Wasting Your Most Valuable Real Estate
The “Above the Fold” section is the area visible before someone scrolls. This is where most websites lose people.
Generic headlines like “Quality Service You Can Trust” sound nice, but they are meaningless. They could apply to almost any business.
The “Before & After” Fix:
The Mistake: “Excellence in Everything We Do.”
The Fix: “Emergency Pipe Repair in [Your City]. Same-Day Service. Call for a Quote.”
The Mobile Reality: A huge chunk of local traffic comes from smartphones. On a phone, above the fold is tiny. If someone has to hunt for a menu or scroll just to find your phone number, you have already lost them.
Make your “Call Now” or “Book Now” button impossible to miss.
Mistake #3: Trying to Impress Instead of Making It Easy to Take the Next Step
Many sites prioritize flashy design over results. They rely on stock photos and buzzwords that distract instead of helping someone take action.
The best small business websites are simple:
• Clear language (no jargon)
• Real photos (your team and your work)
• Proof that reduces doubt (reviews, guarantees, results)
• One clear next step (don’t give five choices, give one)
Your Website Has One Job
A website does not need to be fancy. It needs to be obvious. If a stranger can land on your homepage and immediately understand what you offer and how to take the next step, you are ahead of most competitors.
The best websites do not win because they are beautiful. They win because they are clear. They respect the customer’s time by making it easy to get what they came for.
David Goodman lives in Silver Spring with his wife and four children. He runs a marketing agency focused on helping businesses turn their websites and advertising into reliable sources of leads and revenue.
