Your website is often the first impression potential customers have of your business. While you might think your site is doing its job, there could be hidden problems silently driving visitors away. Many business owners are shocked to discover their website, which they've invested time and money into, might actually be repelling the very customers they're trying to attract.
At Pedwar, we've seen countless websites across Swansea and South Wales that look fine at first glance but contain critical issues that damage business growth. Here are five clear warning signs your website might be turning away potential customers:
We've all been there. Clicking on a website link only to stare at a blank screen or spinning wheel. According to multiple studies, approximately 53-57% of website visitors will abandon a website that takes more than 3 seconds to load. Even more concerning, 79% of shoppers who experience dissatisfaction with a site’s performance say they are less likely to purchase from the same site again.
Modern consumers expect instant results, and every second of delay increases the chance they'll click away to a competitor. If your website is sluggish, particularly on mobile devices. You're almost certainly losing potential customers before they even see what you offer.
Have you ever visited a website where finding basic information feels like solving a puzzle? Confusing navigation is a major customer deterrent. When visitors can't quickly find what they're looking for, your services, contact details, or product information, frustration sets in and they leave.
Signs of poor navigation include:
Remember, every additional click required represents another opportunity for a potential customer to give up.
As of March 2025, around 63% of web traffic in the UK now comes from mobile devices, and this figure is only increasing. If your website doesn't work properly on smartphones and tablets, you're potentially alienating more than half your visitors.
Warning signs of poor mobile optimisation include text that's too small to read without zooming, buttons placed too close together, forms that are difficult to complete on touchscreens, and elements that disappear or display incorrectly. A properly responsive website should provide an equally good experience regardless of the device used to access it.
Like it or not, visitors judge your business based on your website's appearance. An outdated design doesn't just look unprofessional, it actively erodes trust. Design elements that scream "outdated" include Flash animations, busy backgrounds, tiny text, cluttered layouts, and stock photos that were clichéd even five years ago.
When potential customers see an outdated website, they make assumptions about your business: that you're behind the times, that you don't invest in quality, or worst of all, that you might not even be actively operating anymore. In competitive markets like Swansea and South Wales, these impressions can be devastating.
Every page on your website should have a clear purpose and guide visitors toward taking a specific action, whether that's making a purchase, filling out a contact form, signing up for a newsletter, or calling your business.
If visitors reach the end of your pages thinking "now what?" your website is failing at conversion. Vague calls to action like "click here" or "learn more" don't tell visitors what value they'll receive. Similarly, having too many competing calls to action can overwhelm visitors, leading to decision paralysis and inaction.
The most successful websites make it crystal clear what visitors should do next and why it benefits them to do so.
If you recognised any of these warning signs in your own website, don't panic, they're all fixable. The first step is understanding where the issues lie and how they impact your visitors' experience.
Consider asking trusted friends or customers to provide honest feedback about their experience using your website. Pay attention to any friction points they mention, even if they seem minor to you.
For a more thorough analysis, professional website audits can reveal issues you might not spot yourself. At Pedwar, we help businesses across Swansea and South Wales identify and fix the exact problems that are costing them customers.
Remember that your website isn't just a digital brochure, it's often your hardest-working salesperson. Making sure it welcomes rather than repels visitors is one of the most important investments you can make in your business's future growth.
With some thoughtful improvements, you can transform your website from a customer deterrent into a powerful tool that attracts, engages, and converts visitors into loyal customers.
