3 Silent Website Leaks Driving Right-Fit Clients to Your Competition
💅 Your website looks polished.
💅 The colors are on-brand.
💅 The copy is compelling.
So why aren't visitors hitting that "contact" button?
Most solopreneurs, coaches and service providers focus on making their websites pretty while overlooking the strategic gaps that actually prevent conversions. These invisible leaks don't show up in your analytics, but they're quietly bleeding potential clients every single day.
But first…who is this???
Hiiiii I’m Carolyn, your Website Evolution Expert. At Maypop Creative Studio, I create websites that charm the pants off visitors and work their butts off behind the scenes. When it comes down to it, I design your online home to make life easier for everyone – delighting your clients while working overtime for you.
After fixing website conversion leaks for hundreds of service providers, I've identified three critical conversion leaks that even the most well-designed sites miss.
Let's plug ‘em up:
Leak #1: Your Website is a Terrible Host
Remember Choose-Your-Own-Adventure books? They worked because every choice led somewhere specific that made sense for the story.
Most DIY websites feel like those books with half the pages ripped out. Visitors land on your site excited to explore, then get lost in a maze of random links that lead nowhere strategic.
Guess what’s next? They nope on out of there.
The fix: Map your user journey before you build anything else.
Step 1: Get crystal clear on your number one priority.
What's the one action you're dying for people to take? Book a call? Download your freebie? Buy your thing?
You can have multiple goals, but you gotta know which one is your ride-or-die. That primary action should be the shining star in your navigation.
Step 2: Map every pathway
Make a map of every single link on your site. Start with each entry page and follow where any links could lead.
Here's the key: all pathways should eventually end at your primary action.
Step 3: Create strategic exceptions
On my site, I want visitors to fill out my project application form. But what if someone lands there and isn't ready? I have strategic escape routes – like my blog or resources page – that end in signing up for my email list. That's my secondary pathway to stay connected.
Step 4: The New Tab rule
Any links going somewhere else on the internet? Those need to open in a new tab.
Not only is this good SEO practice, but it keeps your visitor's journey clear and focused instead of accidentally booting them off your site.
Want to see what winning sites do differently?
6 must-haves that make websites work.
Ever wonder what makes some websites just... work? I've scouted out the key elements that top-performing sites nail every time. Perfect for a site check-up - these are the essential elements that make the biggest impact. Grab the playbook, see how your site measures up, and know exactly what to tackle first.
Leak #2: Your About Page is All About You
Two years ago, I was searching for a massage therapist to help with chronic pain from my connective tissue disorder. While credentials mattered, what I really needed to know was: "Do you understand my needs well enough to help me?"
Only after feeling confident they understood my situation did I care about their 15 years of experience and certifications.
Most About pages read like resumes when they should be conversion tools. Your About page is often the final step before someone decides to work with you – especially for service providers where trust is everything.
The fix: Flip the script.
Instead of opening with "Hi, I'm Sarah, a certified occupational therapist with 15 years of experience," try this:
"Watching your kid struggle with simple tasks that seem easy for other children? I see the worry in parents' eyes when their 6-year-old still can't tie their shoes or hold a pencil properly. For 15 years, I've helped families turn daily frustrations into celebrated victories, one small step at a time."
Start with their world, bridge with empathy, explain your approach, then share strategic personal details that make you memorable.
See how your site stacks up.
6 essentials that winning websites nail.
Look, there's approximately a bajillion things you "should" do with your website. But let's skip the fluff and focus on what actually matters. I've mapped out the key elements that genuinely make a difference in getting clients (because who has time to DIY the rest?). Check your site against these must-haves to find out what happens when websites stop being polite and start getting real.
Leak #3: Your Contact Page is a Dead End
So your user journey has led through your optimized Services or About page to your Contact page. Nice! You have a perfectly-prepared contact form so qualified leads can book you. Fab.
But hold up.
The contact form is a marriage proposal that only 20% of visitors are ready for.
What if your visitor is interested in getting to know you better before making that commitment?
These days, prospective clients need 7 hours of consuming your content, 11 different touchpoints with your brand, across 4 different platforms before they're ready to commit.
Many visitors land on your contact page in research mode – interested but needing more convincing.
The fix: A page that welcomes both ready-to-go clients and the "not yet but maybe later" crowd.
Here’s my 6-part proven formula:
Contact form at the top (for the ready-to-go folks) The people who are already sold need an easy path forward. Don't make them hunt for it.
"What happens next" section (kills the mystery anxiety) Nobody wants to fill out a form and disappear into a black hole. Spell out your process so they know exactly what to expect next.
FAQ section (addresses last-minute hesitations) All those questions swirling in their heads? Answer them before they become reasons to leave OR reasons to send a million emails. Bonus: FAQs ripped from actual client questions are an SEO gold mine.
Mini bio (builds that know-like-trust factor) A condensed version of your About page that reinforces why you're the right person for the job.
Recent blog excerpts or client wins (shows your expertise in action) Give them a taste of how you think and work. Let your expertise speak for itself.
Secondary CTA (newsletter signup for the "not yet but maybe later" folks) How about a first date instead of marriage? This provides a way for interested-but-not-ready people to stay connected. Your email list becomes your long-term nurture sequence.
Instead of losing the "almost ready" people, you're nurturing them toward that "hell yes" moment.
The Bottom Line
Your website should guide visitors from curious to committed, not confuse them into clicking away. These three leaks might be invisible, but fixing them transforms your site from a pretty business card into a conversion machine that works overtime – so you don’t have to.
Want to dive deep into post-conversion strategy?
Check out Rachel’s comprehensive post on everything that needs to happen after someone submits your website contact form here!
Curious where your site is leaking?
That's exactly why I created the No-BS Site Playbook – a clear scorecard to evaluate where your website might be leaking potential clients and exactly how to plug those gaps.
