Why is Your Business Struggling to Convert Website Traffic to Sales?

You’ve done the hard bit already—you got people to your site. Maybe you’ve poured hours into SEO. Maybe you’ve run paid ads, posted on social, or spent late nights fiddling with your Google Business profile. Traffic’s coming in. But sales? Not so much.

I see this all the time. It’s frustrating. You’re getting eyeballs, but no one’s clicking that “Buy Now” button or filling in the form. So let’s talk about why that might be happening—and more importantly, what you can actually do about it.

1) You’re Getting Traffic… But Not the Right Kind

Let’s be honest—vanity metrics are seductive. “We had 10,000 visitors this month!” Cool. But if 9,500 of those people bounced in under 10 seconds, who cares?

It’s not about how many people you get. It’s about getting the right people. I once had a client who ran Google Ads for “free business grants” but sold premium consulting services. Guess how that went?

You need to check:

• Who’s landing on your site? (Use Google Analytics or Hotjar)

• Where are they coming from? (Organic, paid, social?)

• Are your ads and posts matching what you actually offer?

If the wrong people are walking in the door, no amount of web design will save you.

2) Your Website Looks Great… But It’s Hard To Use

Look—design matters. But UX? That’s the dealbreaker.

I once timed a site where the homepage took 7 seconds to load on 4G. That client couldn’t figure out why leads were dropping off. Spoiler: people don’t wait around.

Check these basics:

• Speed: Compress images, ditch bloaty scripts.

• Mobile-friendliness: 70% of users are on their phones now. Seriously.

• Navigation: Can someone find your pricing in under 5 seconds?

And for the love of good coffee, test it yourself. Click through your own site like a new customer. If you get annoyed, they will too.

3) Your Call-To-Actions Are Weak (Or Missing)

People aren’t mind readers. If your website doesn’t tell them what to do next, they’ll just… leave. Quietly.

Your CTAs should be:

• Clear: “Book a Call.” “Download the Free Guide.” “Start Your Trial.”

• Visible: Not buried at the bottom of a blog.

• Relevant: Match the action with the page’s content.

Pro tip: Don’t get fancy. I once A/B tested “Let’s Begin Your Journey” vs “Get Started Now.” The boring one won by 42%. Go figure.

4) Your Funnel Is Too Complicated

People want easy. They want simple. If they’re clicking through five pages, entering a password, confirming an email, then guessing how to buy—game over.

Quick wins here:

• Slim down your checkout process. Fewer fields = better conversions.

• Use retargeting to bring people back.

• Add reviews early in the funnel. Social proof works.

Also: try exit popups. Just don’t be that annoying brand. Offer value—like 10% off or a free guide—not “WAIT DON’T LEAVE” in red caps.

5) Your Copy Isn’t Speaking to Humans

This one hits close to home. So many websites read like they were written by a corporate buzzword generator. People want clarity, not fluff.

Show them:

• Benefits, not just features (“Save 5 hours a week” > “Built with AI”)

• Trust, through real testimonials and case studies

• Your why, not just your what

And please, write like you talk. Not like you’re defending a PhD thesis.

6) People Don’t Trust You Yet

Trust is huge—especially online. If I’m giving you my credit card details, I want to feel safe doing it.

Build that trust with:

• SSL certificates (yes, the little padlock matters)

• Clear return/refund policies

• Photos of your team (no stock headshots, please)

• Visible customer reviews and testimonials

• Well-known payment options like PayPal, Stripe, Apple Pay

One client I worked with saw a 19% bump in sales just by adding logos of secure payment gateways. Easy win.

7) Your Pricing Isn’t Clear—or Flexible Enough

Ever clicked “Buy” only to get hit with surprise shipping fees at the end? Yeah, don’t do that.

People want:

• Upfront pricing (including GST and shipping)

• Multiple payment options (BNPL, cards, wallets)

• Clear value (show why it costs what it does)

If your competitor makes it easier to buy—even if they’re more expensive—they’ll win.

So… What Can You Do About It?

Honestly? You don’t always need to burn it all down and start from scratch. But sometimes, a strategic redesign can solve half these issues at once.

That’s what we do at Chromatix. We don’t just build pretty websites—we build performing ones. Ones that sell. Convert. Deliver.

We help with:

• UX that guides users naturally

• Funnels that are optimised and fast

• Messaging that actually resonates

• Data-driven design tweaks that move the needle

If your site’s leaking leads, let’s patch the holes—and then some.

Need help turning your website into a conversion machine? Give us a call. We’ll look at your site together and see what’s holding it back.

Be honest—when was the last time you actually bought something from your own website?