(+5 Easy Fixes)

Imagine…

You’re Googling “animal psychic near me” and…yay!...two results show up near you! You tap the link to the first result and nothing happens. It’s not loading (or is it?). You tap again (did that make it slower??).

You’re directed to a page with a blurry face not rendering properly on your device. You’re not sure where to tap next, so you scroll to the bottom and see their last update was from 2019.

“Hmm…is this person still in business? Are they legit? Where are the reviews? Nah, it’s not worth filling out the contact form. Let me check out the other one…” This thought process takes literal seconds, and chances are you’re not even aware of it.

This person may have the answer to why your cat acts like a haunted Victorian child every night. And with a gift like that, no one expects them to be website experts! But—the reality is that an outdated website can cost them, and any service provider or small business, valuable clients.

Your website is more than your digital brochure—it’s your 24/7 salesperson. The truth is, though, many of us are inadvertently sabotaging our own success with websites that make visitors hit that "back" button faster than you can say "bounce rate."

The good news? The 5 biggest mistakes small business owners and service providers make when they DIY their websites are pretty easy to fix. Let's dive into what’s secretly driving your dream clients into your competitors' arms—and how to win them back.

Mistake #1: An Expired Security Certificate

No SSL? No Sale

Imagine a potential client hears about your amazing services, eagerly types in your web address, and—BAM!—their browser essentially screams "DANGER! ENTER AT YOUR OWN RISK!" with a scary warning about your site being "Not Secure."

That little padlock icon in the address bar isn't just digital jewelry—it's the equivalent of a security guard at your website's front door, reassuring visitors that their personal info won't be hijacked while they're checking out your services.

Many browsers like Chrome and Firefox are now even playing bouncer, literally blocking visitors from entering sites without proper security certificates. Even if someone manages to click past these warnings, you've already planted the seed of doubt.

Don’t make an awkward first impression. Button up your security settings and demonstrate that you and your business are trustworthy.

The easy fix:

Many hosts like Squarespace include SSL automatically; others like GoDaddy offer simple add-ons or you can use free services like Let’s Encrypt.

Mistake #2: Your Website Isn’t Optimized for Mobile

Tiny Text, Tiny Trust

More than half of your website visitors are probably viewing it on their phones right now. If your site doesn't play nice with mobile devices, that's like opening a store where half your customers have to crawl through the door on their hands and knees.

A non-mobile-friendly site turns simple tasks into digital gymnastics—pinching, zooming, horizontal scrolling, and eventually, clicking away to a competitor whose website respects their lack of tolerance for frustration. Your killer web copy becomes an eye-straining nightmare, and even the most interested prospects will bail after fighting with your site for more than a few seconds.

Plus, a website that's stuck in 2010 suggests your business might be similarly behind the times. (Harsh but true.) Visitors might wonder: "If they can't keep up with basic website standards, are their services equally outdated?"

What you can do:

Consider breaking up with your complicated WordPress setup and embracing a more modern, easy-to-use platform like Squarespace. These user-friendly systems automatically make your site look profesh on every device without you needing to learn a single line of code.

Mistake #3: Having Confusing Copy That Doesn't Address Visitor Pain Points

Two Strikes: Confuse Them and Ignore Their Problems

It’s completely logical to think you’re supposed to talk all about yourself, your services, and your products on your website. I mean, isn’t that what visitors came to learn?

Yes, but also no. Let me explain…

While at some point further down the process, a potential customer may be interested in a detailed chronology of how you became certified in your field. But initially, what they really want to know is: “Can this business make my problem disappear?”

When they land on your site with a specific need or pain point, they're scanning for signals that you understand their specific situation and have the solution they're desperate for. (Or offer the luxury they unapologetically want.)

I get it—it makes total sense to think you’re supposed to talk about yourself. But too many business websites read like resumes with barely a nod to the actual humans they’re trying to attract. This is a missed opportunity for connection with your future favorite client who’s practically raising their hand and saying “Look at ME!”

Another common copy mistake: Just because your target audience is brilliant, sophisticated, and knows the quadratic formula doesn’t mean they want to expend their exceptional abilities on figuring out what you’re trying to say.

How to adjust your copy:

First, flip the script! Review your current copy and circle every "we" and "our." Then rewrite those sentences focusing on "you" and the benefits clients receive. It's like switching from talking about yourself on a first date to asking thoughtful questions—suddenly, you're the most attractive option around.

Then, simplify everything. You could:

Shorten long sentences
Use simpler versions of words
Get to the point quickly and elaborate later (in other words, don’t make your visitors have to scroll through an entire page to understand your USP)
Don’t be afraid of white space; give your readers room to breathe

Mistake #4: No Testimonials And/or Social Proof

Your Website Isn’t the place to Be Humble

Despite what your mom may have taught you, there is a time and place to brag about past successes. Why? Because your website visitors have finely-tuned BS detectors and are looking for evidence you’re the real deal.

A website without testimonials, client logos, case studies, or reviews is asking visitors to take a blind leap of faith.

According to Datapins, 92% of consumers hesitate to buy when no customer reviews are available. Want more mind blowing statistics on the importance of social proof? Check out this link.

Remember that pet medium we talked about earlier? Now imagine they charge $250 for a reading. With no assurances you’d have a transformative experience, would you take a chance? Maybe, maybe not. But a few well-placed testimonials and stories of life-changing epiphanies would make it much more likely that you’d take that leap.

The good news is that any social proof can raise the profile of your website. Don’t worry if a past client doesn’t seem high-profile enough, or a case study doesn’t seem significant. Testimonials don’t have to be polished paragraphs (but they should be relevant). Highlight what you can and add more as you rack up experience.

Pro tip:

Once you collect those golden nuggets of social proof, don’t bury them in obscure spots on your site no one will find. Put some (like client logos) front and center where they can’t be missed. Then weave testimonials into your copy, making them part of the story.

Kind words from past clients can also do heavy lifting next to service descriptions, near your contact forms, and anywhere a visitor might be thinking, "Hmm, should I really work with this person?" Let them do the convincing for you.

Mistake #5: Your Blog Is Outdated

Nothing Says “We Gave Up” Like a 2021 Blog Post

We've all seen it—the sad, abandoned blog where the most recent post is wishing readers a "Happy 2021!" Nothing screams "we might have gone out of business" quite like digital tumbleweeds blowing across your blog section.

While you know you're busy delivering amazing services to your current clients, new prospects who stumble upon your neglected content corner might assume you've packed up shop or lost interest in your field. Fresh blog content signals that your business isn't just surviving but thriving and engaged.

An updated blog isn't just about appearances—it's a powerful tool for demonstrating your expertise, improving your search engine rankings, and giving visitors multiple paths to fall in love with your business. Each month without fresh content is a missed opportunity to attract and convert your ideal clients.

Actionable tip:

Check out my previous post about How to Write Your Blogs in 2025 for painless ways to keep your content garden flourishing. Remember: it’s quality over quantity! Even just quarterly thoughtful articles can keep your blog from feeling like a digital ghost town. (No time or simply zero desire to refresh your blog? That’s what content writers like me are here for!)

Simply Put: It Pays To Keep Your Website Updated

Your website deserves the same level of attention as any other aspect of your business. These five common website oversights might seem minor, but they tell your visitors in not-so-subtle terms, “I don’t care about your experience”.

The silver lining? Each issue has a straightforward fix (no psychic required!) that can transform your website from a client repellent to a client magnet.

By securing your site, embracing mobile optimization, speaking directly to your visitors' needs, showcasing your social proof, and keeping your blog breathing, you'll create a website that works as hard as you do—converting visitors into clients even while you sleep.

Need help freshening up your site? Let's make it irresistible. Get in touch!

Your Outdated Website Could Be Costing You Clients