Your website is often the first impression a potential customer gets. But for many small businesses, that first impression is outdated, confusing, or just plain broken.
The good news is that most credibility-killing issues are easy to spot and even easier to fix. Whether you’re running an online store, service-based business, or nonprofit, these common mistakes can quietly cost you trust, leads, and visibility.
And with Black Friday and year-end traffic just around the corner, now is the time to get things cleaned up. This applies even if you’re not running a holiday sale.
Let’s walk through the top issues we see and how to address them.
1. Outdated Content Sends the Wrong Message
If your homepage still mentions events from 2022 or a “coming soon” service that launched months ago, it tells visitors your business isn’t keeping up.
What to fix:
- Copyright year in the footer
- Dates on blog posts or news sections
- Staff bios, team photos, and leadership roles
- Hours of operation or seasonal availability
- Event listings or expired promotions
Keeping your site current shows you’re active, professional, and paying attention.
2. Broken Links and Missing Pages Equal Lost Trust
Dead links make your site feel neglected and frustrate visitors trying to find information.
Quick fixes:
- Run a broken link check using BrokenLinkCheck.com or Screaming Frog
- Replace or remove outdated resources and downloads
- Ensure all buttons, forms, and navigation links still point where they should
These fixes are quick wins that instantly improve user experience.
3. Weak Calls to Action
What do you want a visitor to do when they land on your site? If you’re not guiding them clearly, they’re likely to leave.
Check for:
- Clear, visible contact buttons or forms
- Service pages with next steps like “Schedule a call” or “Get a quote”
- Blogs that end with a call to reach out or learn more
Every page should lead the visitor to something. Don’t let them wander.
4. No Trust Signals
Trust signals help validate your business to new visitors. These are especially important for first-time customers or referral traffic.
Add or update:
- Google reviews, testimonials, or case studies
- Client logos or partner badges
- Security features like SSL (HTTPS), privacy policy, and terms
- Professional memberships, certifications, or awards
The more confident a visitor feels, the more likely they are to take action.
5. Not Prepared for Year-End Traffic
Many business owners assume Black Friday prep is just for e-commerce. But the last eight weeks of the year are also a high-traffic season for:
- People researching service providers for 2024
- Business buyers finalizing budgets and new vendor relationships
- Customers trying to wrap up decisions before holiday closures
If your website isn’t loading fast, mobile-friendly, or communicating your value clearly, you’re leaving money on the table. This is true even if you’re not selling products online.
With Wheaton Website Services, we can help you effectively leverage website credibility best practices to turn casual visitors into confident clients. Are you ready to improve trust and get your site ready for end-of-year traffic? Contact us today to schedule a website review.
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