Why Your Website Doesn’t Bring Clients and How to Fix It

Beautiful doesn’t always mean effective

Websites that look expensive do not necessarily generate profit. Moreover, excessive focus on visuals can sometimes harm the primary goal. Users do not visit for colors and fonts—they come for a solution to their problem. If this solution is not clearly communicated, the site’s logic is confusing, and buttons lead nowhere—beauty won’t help. It’s like a luxurious restaurant where the waiter forgot to bring the menu.

In our work, we have often seen situations where a client comes with a ‘perfectly designed’ website—but with absolutely zero results. The whole secret wasn’t about the lack of SEO or advertising, but in the website itself: it wasn’t ready to work with traffic.

A website without a system is like a shop without a salesperson

If a website lacks clear logic, a funnel, correctly placed emphases—people get lost. They don’t understand where to click, what to expect, or what happens next. In a physical store, it would be a situation where a client walks in, looks around, and the salesperson remains silent. They do not greet, consult, or guide. They just stand there.

Online, it’s even tougher. The client won’t wait. They will simply close the tab. And if the website is also slow or not mobile-optimized—it’s like a shop where the doors don’t fully open. A person wants to enter, but something ‘lags.’ And they leave. Even if there is a unique product or a superb price inside. They won’t find out.

If it doesn’t work—it’s not necessarily a failure

The good news is that this can be fixed. And without a complete redesign or creating a site from scratch. Often it’s enough to have the right structure, a few solutions in blocks, speed optimization, and attention to real user experience.

The main thing is to honestly look at the site through the eyes of a client, not the owner. Forget how much you paid the designer. Forget how many hours were spent discussing colors. And ask yourself: if I visit this site for the first time, what do I understand in 3 seconds? If the answer is “I don’t know” or “I have to think about it” — then there is already something to work on.

Main mistakes that kill sales from the site

We have seen dozens of sites that looked like works of art. Large sliders, incredible typography, cool animation. But not a single call. Not a single inquiry. Because the user is not an art critic. They didn’t come to evaluate the visual style. They came to solve their problem. And if it takes them 30 seconds to navigate the interface, they won’t last. They’ll go where things are simple. Let’s consider typical mistakes that can destroy sales.

Design for the sake of design — ignoring UX

UX is not a trend. It is common sense. It’s when a person opens a page and immediately understands: where am I, what is here, what is being offered, how to get it. Nothing extra. No puzzles. No “find the button” quest. If you have to scroll to the footer, find a hidden form, or guess that the logo is a link to the homepage to place an order — that’s it, end game. You’ve lost a customer.
Why does this happen? Because the designer thinks in terms of aesthetics, not sales logic. They want it to look beautiful. The client wants it to be “like Apple.” And in this aesthetic chase, everyone forgets the main thing — that the site should sell.
The most common UX mistakes that “kill” sales:

1. Unclear navigation. The person doesn’t understand where they are or where to click. Menus without labels, hidden blocks, unusual placements — all of this reduces conversion.
2. Too much “beauty”. Large banners taking up the entire first screen, sliders with 5 slides, videos without explanations. The user doesn’t know what is expected of them.
3. Buttons without action. Texts like “Learn more”, “Find out more” without specifics. More about what? Where does the button lead? This creates confusion.
4. Inconsistent structure. Content is scattered, the logic of presenting information is not maintained, there is no clear funnel: captivated — explained — convinced — offered.
5. Lack of visual focus. When all elements on the page compete with each other for attention. Bright colors, banners, icons, parallel CTAs — the user’s brain overheats.

It’s like going into a store where the salesperson simultaneously shows you ten products, loudly plays music, throws promotions from the left and ads from the right. And you just wanted to buy a shoe brush.

But the most dangerous thing is when you don’t see it. Because for you, this site is familiar; you have lived with it for weeks during development. You know where to find the form, which button leads where. But the user is seeing it for the first time. And if it’s inconvenient for them—you lose them.

What to do about it? First—stop thinking in terms of ‘beautiful/ugly’. Start looking at the site as a business tool. Check how quickly a user can find information. Understand whether each step has a clear action. And most importantly—does the site lead from acquaintance to purchase.

Absence of a clear USP and calls to action

Imagine: you visit a site, see a beautiful picture, readable font, normal interface. But after a few seconds, a strange feeling arises—it’s like you looked, but didn’t understand what the company does. What does it offer? How is it different from hundreds of others? Why this one? And even more important—what to do next?

And at this very moment, the user leaves. Because a site without a clear USP is like a storefront without a price tag. There’s something there, but what exactly—not clear.

The problem is that many websites turn their homepage into a presentation for a design contest. Large banners, headlines like “We create the future together” or “A new generation of comfort” look nice, but what is it? Technology? Services? Cosmetics? And when the client can’t grasp the meaning, they don’t read further. They simply close the tab and move on to the next option in Google.

Besides the USP, there’s another sore point—the lack of calls to action, or CTAs. Many websites either have no active actions at all or make them so vague: “learn more,” “get acquainted,” “proceed.” To where? Why? How is it beneficial to me?

Now to business. Here are some typical mistakes I see weekly on clients’ websites:

1. No specifics. They write “quality services,” but don’t explain what exactly, how they are different, what the benefits are.
2. The USP is “hidden” somewhere. Instead of being on the first screen, the company’s unique value is mentioned somewhere in the third paragraph or in the footer.
3. There are no logical transitions. The user read the headline and does not understand what to do next: fill out a form, call, click?
4. Bland or unemotional CTAs. “Order”, “Find out”, “Send” — no emotion, no advantage, no specific result.
5. Calls are not aligned with the USP. You say: “We are the fastest on the market”, but there’s no button on the site like “Get it in 15 minutes” or “Find out the cost in 2 clicks”.

It is important to understand that a USP is not just a sentence. It is the foundation on which all communication stands. It’s a filter: the user visits the site — either reads it and is interested, or not. And if they don’t read through to the form — it’s not their fault. It’s our slip-up.

How to fix it? Start with the question:

• What specific benefit does my client get?
• How am I different from others on the market?
• Why should the person choose me now?

Then formulate the answer in 1–2 sentences in simple language. No jargon, no “market leaders”, no “years of experience” — just the essence. And place it at the very top of the page, so it can be seen within the first few seconds.

And, of course, next to it, a call to action. Not just “leave a request”, but “leave a request — and we will contact you within 10 minutes”, “get a commercial offer today”, “book a consultation with an expert”. Add urgency, result, or value — and the user will not be left guessing.

Slow Loading — The Mobile Traffic Killer

Imagine this: your potential client is riding the subway, scrolling through their feed, and comes across your ad. They click. Wait. And… that’s it. They’re gone. No, not in a literal sense. Just leaving — to someplace faster. And now your advertising budget has gone up in smoke, with no leads in sight.

Google states outright: if a page takes more than 3 seconds to load, more than half of the users will leave. This isn’t a hypothesis but a fact backed by millions of sessions. Especially on mobile, where response time is everything. In a big city, people aren’t willing to wait, even if they’re interested. Their attention span lasts just a few seconds. And if your site doesn’t catch up — you’ve lost.

Many think speed is purely a technical issue. Like “everything’s fine, our hosting is working, what else do we need?”. But it’s important not only how quickly the server responds but also how the page is assembled: which scripts load first, which images hog the entire bandwidth, how the mobile version behaves.

Here are common mistakes that cause slow site loading:

1. Heavy images without optimization. You’d be surprised, but I still see sites where a 5-megabyte photo loads on the mobile version. And yes, in the header.
2. Background video without compression. When the site opens, and somewhere off-screen a beautiful 20 MB video loads that no one sees.
3. Scripts that block rendering. For example, you’ve connected 4 different analytics, 3 chats, 2 external fonts — all of this loads before the main content.
4. No lazy load. All the images, including those at the bottom of the page, load immediately.
5. Poorly adapted template. It looks great on desktop but breaks on mobile, opens slowly, or forces the user to scroll sideways.

These are problems that the owner doesn’t see because they’re testing the site on Wi-Fi, a new iPhone, in Chrome. Meanwhile, most clients are on an old Android with 3G. And for them, everything lags.

How to solve it? First, measure the speed honestly. The tools are simple and free:

• Google PageSpeed Insights.
• GTmetrix.
• Lighthouse in Chrome DevTools.

Look at the numbers. Especially the mobile score. If it’s less than 80 — it’s a reason to think. If less than 50 — alarm. And if it’s in the red zone — stop spending money on advertising, because most clients will not even see you.

Also, just take a phone and open the site using regular mobile internet. Not Wi-Fi. Not a new smartphone. Something accessible to most people. Go through the client’s path: page opening, scrolling, form. If you feel uncomfortable yourself — that’s it, the answer is found.

People don’t wait. And they won’t. They don’t care how much your site cost. They want results — here and now. And if your site “lags”— they’ll go find that result elsewhere.

How to fix the situation and turn your site into a ‘salesperson’

Have you read dozens of articles about creating sales-generating websites, but haven’t seen any results? It seems you are well-acquainted with the theory and know what a successful sales-converting site should include, but lack practical experience or clear advice? Perhaps the main task for your business now is to develop an effective site that brings in clients? If so, this article is written just for you.

We won’t mislead you — don’t expect a step-by-step guide with universal solutions. In the world of websites, there are no single templates: what worked in one case may prove useless in another. The perfect design, the right call to action, the structure — it all depends on a specific audience, niche, and even the user’s emotional state. Deep analysis, testing, and constant refinement are needed here.

Create a clear structure and navigation logic

Business owners often confuse intuitive structure with “originality.” They think that making a website unconventional will make it more interesting. But the user doesn’t want originality. They want clarity. Not because they “don’t understand,” but because they don’t want to spend time figuring out how everything works. They have another goal — to solve their problem. And you are the one who should make this journey simple, direct, and comfortable.

Here’s what most often breaks the transition logic:

1. Inconsistent structure. The user does not understand where the beginning is, where the continuation is, and what to do after learning about the service.
2. Unclear menus. If your header says “Solutions,” “Insights,” “Platform” — the person does not understand what is hidden behind these names. And they do not click.
3. Absence of convenient page navigation. For example, you open the service page but do not see how to return or navigate to another service.
4. Multiple identical actions with no difference in outcome. For example, two “Order” buttons lead to different forms — one in a pop-up window, the other on a separate page. The user gets confused.
5. Different styles of buttons and behavior in different places. Today the button is red, tomorrow it’s blue. Here it reacts immediately, there — with a delay. This causes doubts about stability and professionalism.

But most importantly — the absence of a scenario. Often a site looks like a collection of separate pages: “About Us,” “Services,” “Contacts” — and that’s all. Where’s the sequence? Where’s the user’s path that will lead them to apply?

What to do about it? Start by building a scenario. Think about how the user enters, from where, with what query, and what you want them to do. Your job is to build a route from acquaintance to action.

This route should be:

• Consistent. First a brief presentation, then arguments, then the solution.
• Simple. Minimum clicks to the goal. One or two transitions — and the client is in the application form.
• Predictable. A person should always understand where they will end up if they click.

Ideally — each page should have a clear logic:

• What is this page?
• What information does the user get here?
• What action do we expect from them?

For example, if it’s a service page:

• On the first screen — a brief explanation of the service and the main benefit.
• Next — how it works, what’s included, what guarantees are provided.
• Then — reviews, cases, examples.
• And finally — a form or a button with a call to action.

Without overload, without unnecessary blocks, without “let’s add another banner.” Each element should work towards the goal.

And let’s not forget about the logic of mobile navigation. It should be no less clear than desktop navigation. It is often there where everything breaks: the burger menu opens after three seconds, the “back” button leads to the homepage instead of the previous section. And again — minus a user.

In short — a site should be logical, not original. Not creative for the sake of creativity, but thoughtful for the sake of results. A person shouldn’t search — they should go and get. Like in a supermarket, where you know exactly where the bread is and where the cashier is.

Integrate proven marketing blocks

You can create a website that moves like a Ferrari, looks like Pinterest, and has a structure that delights a UX designer. But if it lacks basic marketing blocks that enhance trust, emotion, and action—it’s just a pretty facade with no real impact on user decision-making.

Because sales are not about logic. It’s emotion. It’s trust. It’s the feeling that “I believe they can help me here.” And that’s exactly what proven marketing blocks are for—they “tighten things up,” “highlight,” and “explain.”

Let’s start with the basics—trust. A person is not ready to leave you their number or buy something right away. They look for confirmation: that they can deal with you, that you won’t disappear after payment, that you’re not the first on this market. And here, it’s important not just to say “we are trusted,” but to show it.

Here are the blocks we consider essential on sites designed to sell:

1. Testimonials block. But not “we are satisfied with the service,” real words from clients, preferably with photos, position, company logo. Ideally, a video.
2. Cases or work examples. A person needs to see that you’ve done something similar before and that there was a result.
3. “Why Us?” or “Our Advantages” block. But not general words like “quality and service,” rather clear, measurable facts: 3 years on the market, 800+ completed projects, 24/7 support.
4. Social proofs: client logos, figures that emphasize scale. If Vodafone or Nova Poshta worked with you—show it.
5. Guarantees. A person must feel they are not taking a risk. For example, “money-back guarantee,” “you pay only after approving the result,” etc.
6. Frequently Asked Questions (FAQ). This greatly reduces anxiety. Many people don’t call because they’re embarrassed or don’t know how to phrase their questions. Here, everything is already laid out.
7. Contact and company face block. Photos of the team, manager, office — this creates a sense of reality. You’re not just a website in a vacuum, but real people.

The problem is that many consider this “secondary.” They say, first design, then speed, and finally all these little things. In reality, it’s the opposite. These blocks often determine whether there will be action or not. A client might be ready, their hand reaching for the button, but they’re missing the last drop — confidence. And that’s where the block: “98% of clients return” comes into play.

We have seen cases where adding a single block with a video testimonial increased form conversion by 34% in a week. Simply because people heard a live voice, emotion, and saw a real client. Text didn’t have the same effect as video. Because video is always about trust.

And further: it’s very important that these blocks look natural. Not as if inserted “just because,” but as a logical continuation of the page. They should “capture” interest. For example, after the service description — a client testimonial. After the price — a block about guarantees. After the form — logos of brands that are already with you.

Check the site using analytics and a click map

Do you know what’s the worst in making decisions about the website? Doing it by ‘gut feeling.’ When the owner looks at the site and says: ‘Well, everything seems logical here,’ or ‘I understand everything myself.’ The problem is that you are not your client. You have context, experience, understanding. But the user sees the page for the first time. And often, their path is not at all what you imagine.

That’s why, before changing anything, you need not guess but observe — what is really happening. And for this, there are two indispensable tools: analytics and click/behavior maps.

What you can see when you turn on the click map:

• People click on non-existent buttons (for example, on a large headline that seems clickable to them).
• Ignore the form because it’s too low or breaks on mobile.
• Miss blocks with key benefits.
• Scroll only to the first screen — and leave.

When you see that 70% of users don’t even reach the ‘Order’ button, you realize that the problem isn’t the price, it’s the structure. And when 40% click on the left side of the header because they think there’s a menu there, you understand that navigation needs to change. This is no longer guesswork—these are facts.

What you should do to get these facts:

1. Connect Google Analytics 4. Set up the basic page view event, configure goals: button clicks, form submissions, viewing certain blocks.
2. Install Hotjar or Microsoft Clarity. They are free in the basic version and show heat maps of clicks, scrolling, as well as video recordings of real user sessions.
3. See which pages have the most traffic — and the least actions. These are potentially lost opportunities. This is where you should start optimization.
4. Determine where users stop. If 80% of people leave the site at a certain stage — this is a point of loss. Perhaps the form doesn’t work, or maybe it’s just not obvious.
5. Measure which CTAs work and which do not. You may have 3 ‘Submit Request’ buttons, but only one gets clicked. Why? Consider the context, placement, text.

These actions don’t take as much time as it seems, but they provide invaluable insight: what actually works and what is just ‘hanging for beauty’. And most importantly, they allow you to make decisions not at the level of ‘I like it’, but at the level of ‘here is the data’.

We always tell site owners: you have two options. Either guess why there are no applications, or see where they’re getting lost. Guessing is long and expensive. Analyzing is quick and effective.

Solutions—simpler than they seem

If you’ve read this far, there are two options: either your site truly isn’t bringing in clients, or you just realized why it’s not. In both cases, that’s good news. Because while others blame it on the ‘off-season,’ you’re already closer to results.

Fixing the situation is possible. But not when you order “design for 500 bucks” without a strategy or copy texts from competitors. What you need is a system that considers SEO, user behavior, visual triggers, and your business goals. That’s exactly the system we’ve created at 6Weeks.

Why 6Weeks is not just ‘make a website’

We don’t drag around a pitch deck with 30 slides. We take your business and create a site that:

• brings in clients;
• filters out the non-target audience;
• works for sales, not for ‘beauty for beauty’s sake.’

You’ll get not just an updated design—you’ll get a site that speaks your client’s language and leads them to the ‘buy’ button. Every site has its own ‘pains,’ but often the problem is comprehensive. That’s why we work from several directions simultaneously:

• Audit of the current site: where users get lost, what doesn’t work, which elements reduce conversion.
• Strategy development: what, where, and for whom we show.
• Structure relaunch: logic, sequence, entry and exit points.
• SEO and speed: so you can be found and not have your site closed within two seconds.
• UX/UI design: nothing extra, only what leads to action.
• Content: not ‘written for Google,’ but for the people who buy.

This isn’t a list for beauty. These are the steps we go through with each client. And they deliver results. Want to start? Write to us. Or at least order an audit — sometimes one call resolves more than months of ‘self-development of the site’.

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