I’ve been looking at a lot of websites lately – small business sites, pet brands, wellness coaches, creative entrepreneurs – and I keep seeing the same problem. The design is all over the place, the branding is inconsistent, and the copy? Either too vague to mean anything or so stuffed with generic buzzwords that it’s impossible to connect with. And the worst part? These businesses don’t even realize that their website is pushing potential clients away.

Your website isn’t just a pretty face

A website isn’t just about looking good – it needs to work for you. If your branding is all over the place, it confuses visitors. If your copy doesn’t clearly explain what you do and why it matters, people leave. You only have a few seconds to grab attention, and if your website doesn’t immediately show that you’re professional, trustworthy, and the right choice, your potential clients are gone.

The branding mistakes I see everywhere

Branding isn’t just your logo or colours; it’s the entire experience someone has with your business. Here’s what I see far too often:

• Inconsistent fonts and colours – One page has pastels, another has bold reds and blacks. It looks messy and unprofessional.

• Random stock images – Instead of visuals that actually reflect the brand, I see generic corporate stock photos that don’t connect with the audience.

• No clear identity – If someone lands on your website and can’t instantly tell what you do and who you help, that’s a problem.

Weak copy is costing you clients

Even if a site looks decent, bad copy can ruin it. Here are the biggest mistakes:

• Too vague – “We offer quality services to meet your needs.” …Okay, but what do you do? What problem do you solve?

• Too robotic – Writing that sounds like a corporate machine instead of a real person. People connect with humans, not jargon.

• No clear call to action – If a visitor has to guess what to do next, they’ll just leave.

How to fix it

If your website isn’t bringing in clients, it’s time to step back and look at your branding and copy. Here’s what actually works:

• Consistent, professional branding – Stick to 2-3 fonts, a set colour palette, and visuals that match your brand.

• Copy that speaks directly to your audience – Write like a real person, not a business textbook. Focus on how you help your clients.

• A clear call to action – Tell visitors exactly what to do next: Book a call, fill out a form, buy a product.

Your website should be your best salesperson

When done right, your website builds trust, attracts the right clients, and makes them feel confident choosing you. But bad branding and weak copy? That’s just sending people straight to your competitors.

If you’re not sure if your site is working for you, take a step back and look at it through your client’s eyes. Does it feel professional? Clear? Trustworthy? If not, it might be time for a change.

Need help creating a website that actually works? Let’s chat!