The five-second test
Show your homepage to someone unfamiliar with your business for five seconds, then hide it and ask what you do, who you do it for, and what they should do next.
If they cannot answer all three, no amount of extra traffic will fix your conversion rate.
You are describing yourself, not the visitor
Most underperforming sites open with a statement about the company. The visitor does not care yet.
Lead with the outcome they want and the problem they are trying to solve. Introduce yourself second.
There is no obvious next step
Every page should have one primary action, repeated at natural decision points. Six competing buttons is the same as none.
If your only call to action is a Contact link in the navigation, you are asking people to work for the privilege of buying from you.
You are asking for trust you have not earned
Proof beats adjectives. Named testimonials, real numbers, recognisable client logos, before-and-after work and clear pricing signals all do more than another paragraph about your passion for quality.
The page is slow or awkward on a phone
Most of your traffic is on a phone. If the hero image takes four seconds and the form fields are too small to tap, the visitor leaves before your copy gets a chance.
Test on a real device on mobile data, not on your desktop with the site cached.