“Why aren’t we getting more enquiries from our website?”
This is probably the most common question I hear from business owners across New Zealand. They’ve invested in a website, but it’s not delivering the leads or sales they expected.
After auditing hundreds of NZ business websites and fixing their conversion problems, I’ve identified five critical issues that repeatedly cost businesses customers and revenue. What’s fascinating is that these problems exist across industries – from tradies to professional services to e-commerce stores.
Let me walk you through these issues using real examples from businesses we’ve worked with (names changed for privacy), and show you how fixing these problems transformed their results.
Issue #1: Slow Loading Speed
We all know slow websites are frustrating, but few business owners realise just how dramatically it impacts their bottom line.
Real Case Study: A home renovation company in Auckland was getting plenty of traffic from their Google Ads campaign, but very few enquiries. When we analysed their site, we discovered it was taking over 8 seconds to load on mobile devices. Considering that 53% of mobile users abandon sites that take longer than 3 seconds to load, this was a serious problem.
By optimising their images, implementing proper caching, and upgrading their hosting through our SiteCare package, we reduced their load time to under 2 seconds. The result? Their enquiry rate increased by 137% within the first month, with no other changes to their website or marketing.
The Fix: Website speed isn’t just a technical concern – it’s a business-critical factor. Our web development team can typically improve most sites’ loading times by 40-60% through:
- Image optimisation and compression
- Implementing proper caching systems
- Minimising unnecessary scripts and plugins
- Using a content delivery network (CDN)
- Moving to better quality hosting
Issue #2: Confusing Navigation and User Pathways
Your website navigation should guide visitors effortlessly toward the information they need and ultimately to a conversion point. Unfortunately, many websites unintentionally create barriers instead of pathways.
Real Case Study: A professional services firm in Wellington had a sleek, modern website but was experiencing a high bounce rate (visitors leaving after viewing just one page). Through user testing, we discovered people were struggling to find the specific services they needed among the clever but confusing menu labels.
We reorganised their navigation using straightforward service categories, added a prominent “How We Work” section, and implemented a guided quiz to help visitors self-identify their needs. These changes reduced their bounce rate from 72% to 38% and increased their contact form submissions by 84%.
The Fix: Effective navigation isn’t about being clever – it’s about being clear. When reviewing your website, ask yourself:
- Would a first-time visitor instantly understand how to find what they need?
- Is the pathway to contact or purchase obvious from every page?
- Have you eliminated unnecessary steps in the customer journey?
Issue #3: Weak or Missing Calls-to-Action
This might seem basic, but you’d be amazed how many otherwise professional websites fail to clearly tell visitors what to do next.
Real Case Study: A boutique accounting firm in Christchurch had a beautifully designed website but was getting few enquiries despite solid traffic. Our audit revealed they had no calls-to-action on their most visited pages, and the contact form was only accessible through a small link in the footer.
We added strategically placed CTAs throughout the site, including a floating button that followed visitors down the page, and implemented a simple two-step contact process instead of their lengthy form. These changes increased their monthly enquiries from 5-6 to over 25.
The Fix: Every page on your website should have a clear next step for visitors. This doesn’t mean plastering “BUY NOW” buttons everywhere, but rather thoughtfully guiding visitors toward conversion points with:
- Clear, benefit-focused button text (“Get Your Free Quote” rather than “Submit”)
- Strategic placement at the natural conclusion points in your content
- Contrasting colours that stand out from your page design
- Mobile-optimised tap targets that are easy to use on small screens
The most effective calls-to-action address a specific need or pain point rather than making generic requests.
Issue #4: Lack of Social Proof and Trust Signals
In today’s skeptical world, simply telling people you’re great isn’t enough. Visitors need evidence that others have had positive experiences with your business.
Real Case Study: A specialist healthcare provider in Hamilton had excellent services but was struggling to convert website visitors into appointments. Their site featured professional staff photos and detailed service descriptions, but contained no patient testimonials, before/after results, or evidence of their expertise.
We implemented a strategic trust-building campaign, collecting video testimonials from satisfied patients, creating case studies showing specific outcomes, and highlighting their practitioners’ qualifications and training. Within three months, their online appointment bookings increased by 62%.
The Fix: Effective social proof needs to be:
- Specific and detailed rather than generic
- Relevant to the visitor’s needs and concerns
- Featuring real people with names and photos when possible
- Placed at critical decision points throughout the site
At Lucid Media, we help our clients develop systematic approaches to collecting and showcasing powerful testimonials and case studies that build instant credibility.
Issue #5: No Clear Value Proposition
This final issue is perhaps the most fundamental. If visitors can’t quickly understand what makes your business special and why they should choose you over competitors, they’ll likely leave without engaging.
Real Case Study: A commercial cleaning company in Auckland was getting solid traffic to their website but very few quote requests. Their homepage featured generic stock photos of cleaning equipment and vague statements about “quality service.”
We completely rewrote their homepage messaging to focus on their unique approach: guaranteed response times, eco-friendly products, and staff security vetting. We also created comparison charts showing how they stacked up against competitors on key factors. These changes led to a 215% increase in quote requests within two months.
The Fix: Your website needs to immediately communicate:
- Who your ideal customer is
- What specific problem you solve for them
- How your approach is different from alternatives
- Why they should trust your solution
This messaging should be prominently featured on your homepage and reinforced throughout your site.
Transform Your Website from Cost to Investment
The frustrating reality is that most business websites in New Zealand are costing their owners money rather than making money. They sit there looking pretty but failing to convert visitors into customers.
It doesn’t have to be this way. With targeted improvements to these five critical areas, your website can become your most effective salesperson – working 24/7 to attract and convert new business.
At Lucid Media, we’ve developed our Lucid Launch System™ specifically to address these common issues and transform underperforming websites into powerful sales tools. Our approach is based on data, not guesswork, and focuses on measurable business outcomes.
Book a Free Website Performance Audit
Wondering if your website has these conversion-killing issues? Let’s find out together. Our complimentary Website Performance Audit will:
- Identify specific problems that are costing you customers
- Analyse your site against competitors in your industry
- Reveal exactly where visitors are dropping off in your customer journey
- Provide actionable recommendations for improvement
- Show you how our Lucid Launch System™ could transform your results
Book Your Free Website Performance Audit Today →
Stop wondering why your website isn’t generating leads. Let’s diagnose the problems and create a roadmap for turning it into your most valuable business asset.
