Episode 2 · Conversions

Your Website Is Scaring Customers Away

By Mick Dalton · 5 November 2026

Your website is costing you customers.

Beautiful design. Fancy animations. Lovely photographs. But where's the booking button?

Oh, there it is. Buried under three menus. And your contact form asks more questions than a bank does for a mortgage. Brilliant. Absolutely brilliant.

Stop making customers work to give you money.

Well, now I've got that off my chest.

What visitors actually want

Someone lands on your site with three questions:

• What do you do?
• Do you do it where I am?
• How do I book or get a price?

If they can't answer all three in about five seconds, they hit the back button and call someone else.

The fix

1. Make your offer clear. One plain sentence at the top: what you do and who it's for. "Emergency plumbing across Brisbane's north side" beats "Excellence in solutions".
2. Show where you work. List your service areas. People won't book a business they think doesn't come to them.
3. Put the booking button where people can find it. Top of the page, every page, and on mobile. A phone number people can tap is a booking button too.
4. Shorten your forms. Name, contact, what they need. Ask the rest when you call them back, which you will, quickly. Won't you?

The bottom line

Pretty doesn't pay the bills. Customers do.

No excuses.