BLOG POST Why Your Website Is Not Making Sales And How You Can Fix It

Why Your Website Is Not Making Sales And How You Can Fix It

Why Your Website Is Not Making Sales And How You Can Fix It

MARKETING | SALES | WEBSITE DESIGN

So your business has a website, and you’re trying to figure out why it doesn’t do a better job of converting visitors to customers. At Local Marketing pros, we have been helping local businesses get more sales from their websites for over 12 years and we have enjoyed watching our clients achieve amazing results.

Although every website (and business) is unique, there are a few common elements a business website needs to transform from an online brochure (business expense/liability) to an always online sales machine (business asset).

In this article, I have broken down the main elements your website needs to start closing more sales for your business.

  1. Your message or content is not clear.

    When a visitor comes to your site, you have just a few pressure seconds to grab their attention and get them to take action. To help maximize your website’s ability to convert visitors into new customers, your website needs to pass the caveman test.

    What is the caveman test? It is messaging so simple, even a caveman can quickly identify what you offer, how it will make their life better, and what they need to do to buy it.

If your website can’t pass the caveman test, then your message is too complex and that is costing you sales!

So how do you fix it?

Take a few minutes and evaluate the messaging at the top of your website.  If you have any technical terms or any vague messaging, replace it with a more consumer-focused message and be very clear about what you offer, how it improves your new customer’s life, and how they can start doing business with you.

  1. The ways to buy are not noticeable or obvious.

    The most common mistake we see with calls to action on websites is vague terms like “Get Started,” “Learn More,” or “Click Here.” While any call to action is better than no call to action, the examples shared are very vague and make the visitor have to think about what clicking that button or link will actually do for them.

    Many website owners also have their buttons and links in colors that blend into their site.  This is troublesome because your customer will not search for what to do next, they need you to show and tell them.

    So how do you fix it?

    When it’s time for your customer to take action to do business with you, don’t be shy! Now is not the time to be passive-aggressive, it’s time to be bold & strong. Remember to not only be strong with the words you use but also make the buttons and links stand out with a noticeable color.

    Your prospect is on your website and you have their attention, so it’s time to ask them to let you use your expertise to help them fix their pain or problem.  If you don’t ask, they will go somewhere where the business or website does.
  2. You do not share the cost of not hiring you.

    I see it all the time, the website owner talks about their years of experience and their awesome reviews, but they fail to let the visitor understand the pain of not hiring the business.

    How do you fix it?

    I like to use the analogy of salting or seasoning meat for a meal.  Too much salt and the entire meal is ruined, but just the right amount of salt helps make it the best meal of the week.

    The same can be said for your message.  If “salt” your visitor’s pain or need a little bit, they feel the right amount of emotion to start the process of hiring your business.  However, if you get too heavy on the salt, they are going to get scared and move on.
  3. You are not sharing the success of customers who have hired you

    Just as important, but the opposite of the point just above…you are not communicating the value and benefits they receive by hiring your and your business.  If you are not highlighting your past client success stories, then your current prospects may not have the confidence to do business with you.

    How do you fix it?

    Give your visitors and prospects the confidence to do business with you by featuring customer success stories.  Share testimonials, before & after images, case studies, and any other media you can to help your current visitor imagine themselves with the same success.
  4. You’re not sharing your plan or process

    This is the critical part of the journey for your website visitor because it’s time to buy.

    Because you have fixed the other issues listed above, your visitor already understands what you offer and how to buy, the pain they will feel if they do not buy, and the benefits if they do…but if you have not shared the process.

    BUT…they could leave before making a purchase if they perceive a complex or risky process of how or what you do to deliver your product or service.

    So how do you close the deal?

    Have a section on your homepage (and your product/service pages) that shares the three to five steps it takes your process with your visitor. Sharing the purchase and delivery process in a quick and easy-to-understand way allows your new customer to have peace of mind as they begin the purchase process with you. 

And…so…what now?

I would not be surprised if this article has your head spinning.  You might even have your website open in another tab and are looking it over for the issues I mentioned above, and hopefully, you already have some ideas on how to apply the needed changes to your website.

However, if you have questions or want to discuss a unique need you have, click here to book a free 15-minute discovery call with me

If you want us to grade your website (& business), please take advantage of our complimentary local website & business grader.

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ROBERT GEORGE

Leonard Drapeza Lead Web Developer

I'm a web developer who thrives on creating captivating and user-friendly websites. When I'm not immersed in coding, you'll often spot me hitting the open road on my reliable motorbike, relishing the liberating feeling it brings.

Back at home, I'm also a proud cat owner, and my feline companion graciously keeps me company as I delve into my coding projects. As the Web Team Lead at Local Marketing Pros, I assume the role of driving our team's success and spearheading innovative web solutions. Constantly seeking to elevate my skills, I eagerly embrace new challenges, whether it involves crafting websites from scratch or customizing existing templates.

John Bendever Creative Director

I'm John, Creative Director here at Local Marketing Pros. While I did not realize the impact it would have on me, I grew up in an entrepreneurial household. That means I grew up experiencing all of the small business challenges and triumphs. Today, I realize those experiences helped me understand how vital small businesses are to the heartbeat of our amazing country…and how much help we need as small businesses to succeed.

Fast forward a couple of decades, my work in IT led me to digital marketing where I came across family and friends being mistreated by nationwide marketing services. The digital revolution had all but bypassed local businesses. The vast majority of resources and support, while readily available, simply weren’t tailored to fit the unique needs of the local landscape. That's when the idea for Local Marketing Pros was born – to be a partner who could bridge this gap for locally-focused businesses.

At Local Marketing Pros, we believe that small, local businesses should have the same chances at digital greatness as the big corporate guys. We’re all about customizing our approach to meet your needs and we get a real kick out of being part of your growth story.

When I'm not living and breathing digital marketing, you'll find me spending time with my wife and our tribe of five amazing kids. They are my constant reminders of the importance of community, love, and the ripple effect a flourishing local business can have on its surroundings.

Oh, and did I mention I'm a massive hockey fan? You might catch me hollering my support for the Tampa Bay Lightning. I admire their team spirit and tenacity – qualities I resonate with both personally and professionally.

In a nutshell, my passion is less about the digital marketing itself and more about the genuine connections it helps create and the community growth it fuels. There's nothing quite like the feeling of seeing local businesses thrive, and knowing we've played a small part in that.

So here's to charting the digital landscape together. Let's see how far we can take your local business, shall we?

Megan Elder Account Manager

Hi, I'm Megan Elder, a passionate Project Manager at Local Marketing Pros for over three years. My love for problem-solving, organization, and attention to detail keeps me focused on empowering my team and achieving desired results for every client we serve. I am currently pursuing a nursing degree which, combined with my practical experience, has helped me develop a unique perspective and drive to support those around me.

Away from work, you can often find me at Disney, immersed in the enchanting world of its theme parks and stories, or slipping into the magical universe of Harry Potter. I also love to dance and cherish my quality time with family and friends.

As a part of the Local Marketing Pros family, I truly live by our values of Integrity, Excellence, Teamwork, and having Fun. I'm committed to ensuring our clients experience authentic connections and world-class services tailored to their growth and success.

Gladys Torzar Copywriter

Hi there! I'm Gladys. I've always had a passion for writing since I was young. As the youngest in my family, I used to be the life of the party - and with five dogs, that's no easy feat! I am a goal-getter type of person, always striving for excellence in all aspects of life.

But when I'm not busy ruling the world, you'll find me indulging in my favorite hobbies: traveling with my family to sunny beaches, chowing down on ice cream and chicken curry, and living life to the fullest.

I am known to be very forward, always speaking my mind. I am currently working as a content specialist at Local Marketing Pros, where I get to combine my love for writing and my passion for helping businesses grow.

Joseph Mercado Web Developer

I’m Joseph R. Mercado, a senior web developer who is determined in skills improvement and I am a person keen for learning. I’m more of a backend developer; planning how to make a certain website feature work and resolving bugs or errors that may greatly affect the functionality of a website. I am always challenged to solve difficult troubleshooting issues and I find it a fulfillment no matter how time-laborious it may be to resolve a certain problem.

I am a family man, married and I have four kids. Our favorite family bonding is traveling. During long weekends, we do travel since my kids love road trips a lot. I am also a dog lover who has American bullies at home. During my free time, I do movie marathons with my kids, or you can hear me singing karaoke, which is also my favorite pastime.

As a team member at Local Marketing Pros, I wanted to be part of the company’s success through sharing and applying my skills. I live by the value of excellence in everything I do. Since programming is my passion, also my bread and butter, I will always aim for exemplary output in everything I do.

Benj Moralina Lead Graphic Designer

Hey there! I'm Benj, the Lead Graphic Designer here in LMP.


I'm all about the good vibes and finding genuine fulfillment in the captivating world of design. What I love most is collaborating with people, bouncing off ideas, and bringing them to life through my unique creative vision.

I've found my niche in website design, and it has quickly become my favorite aspect of my work. Crafting websites for different local businesses is a true joy for me, and I pour my heart and soul into every project.


When I'm not busy designing, you can often find me cozied up at home spending quality time with my beloved cats. I have four of them and they bring happiness and love into my life.

Leonard Drapeza Lead Web Developer

I'm a web developer who thrives on creating captivating and user-friendly websites. When I'm not immersed in coding, you'll often spot me hitting the open road on my reliable motorbike, relishing the liberating feeling it brings.

Back at home, I'm also a proud cat owner, and my feline companion graciously keeps me company as I delve into my coding projects. As the Web Team Lead at Local Marketing Pros, I assume the role of driving our team's success and spearheading innovative web solutions. Constantly seeking to elevate my skills, I eagerly embrace new challenges, whether it involves crafting websites from scratch or customizing existing templates.