Studies show that around 70% of small business websites struggle to generate meaningful leads or sales – and some reports say as many as 90% are underutilized.
(Those numbers might vary, but one thing’s clear: just having a website isn’t enough.)
A lot of websites fail – and not because they’re ugly, outdated, or slow. Or because they didn’t cost a lot or were built on a budget, or you built it yourself. Even a site with fast load times, clean design, and solid SEO (all good to have!) can still fall flat if it doesn’t connect with visitors on a deeper level.
The main reason? The message doesn’t resonate.
You can have the most beautiful layout in the world, but if people don’t instantly understand who you are, what you offer, and why it matters to them, they’ll move on. It’s like the old saying – don’t judge a book by its cover. Except online, that’s exactly what people do – they glance at the cover, and if it doesn’t speak to them, they never open the book.
It’s not just about design — it’s about connection.
Good design helps people stay on your site, but great messaging makes them care. Messaging is not just important in politics. You want your content to feel real and relatable, not robotic or generic. People connect with purpose, not pixels.
Think about it – a flashlight is only useful when it helps you see in the dark. A GPS is only valuable when it gets you where you want to go. A car isn’t impressive just because it looks sleek; it’s impressive when it runs smoothly and takes you places. Your website works the same way – it’s not about how shiny it looks, but how well it guides people toward what they’re looking for.
At UltimateWB, we think we’ve found a good balance on our own homepage – clear message, clean layout, fast load times, and design that supports the message rather than distracts from it. That’s the goal every website should aim for.
5 Simple Ways to Fix Your Website Today
If you want a website that connects and converts, here’s where to start:
- Lead with clarity. Make sure your homepage headline instantly tells visitors what you do and who you help.
- Simplify your navigation. Remove anything that distracts from your main goal.
- Write like a human. Use words your audience actually uses – skip the corporate fluff and jargon.
- Focus on results. Highlight what changes for your customer, not just what features you offer.
- Test your message. Ask a friend or customer what they think you do after five seconds on your homepage.
Purposeful Design Beats Pretty Every Time
When you focus on communicating what makes you or your business unique, in a way that speaks directly to your audience, your website stops being just a page online and starts being a tool that works for you.
Want to build a website that actually connects and converts? That’s exactly what we do at UltimateWB – giving you the tools and flexibility to create a site with purpose (and yes, good design too).
Related: The Art of Website Storytelling: How to Captivate Your Audience and Boost Engagement
Ready to design & build your own website and be the ultimate communicator? Learn more about UltimateWB! We also offer web design packages if you would like your website designed and built for you.
Got a techy/website question? Whether it’s about UltimateWB or another website builder, web hosting, or other aspects of websites, just send in your question in the “Ask David!” form. We will email you when the answer is posted on the UltimateWB “Ask David!” section.