What to Do When Your Website Looks Good But Isn’t Converting
When Pretty Isn’t Performing
You’ve got a visually appealing website. The colors pop, the images are sharp, and everything “looks” professional. We get it—who isn’t drawn to a pretty website?
But behind the beauty? Crickets. No clicks. No bookings. No conversions. While your website is a crucial avenue for generating leads for your small business or attracting donors for your non-profit, your website is…well…not getting the hits you need.
It can be extremely frustrating, especially after all the time you’ve invested in coming up with your website’s design. So, why isn’t your website converting?
A great design is only the beginning. Your website also needs clarity, strategy, and function. Conversion-focused website design and a website design strategy are key to improving website performance.
In this blog, we’ll explore why a nice-looking site might be underperforming—and how to fix it. And, we’ll tell you how Northwest Brand Design can work with you to design a website that gets results.
Why Looks Alone Aren’t Enough
Have you recently found yourself asking Google “Why does my website look good but doesn’t generate sales?” or “How to fix a beautiful website that’s not converting?”
Well, design attracts—color, illustrations, and a professional website are visually appealing—but strategy converts.
Strategy means asking yourself what’s the purpose of your website. It’s the blueprint for getting leads, converting those leads, and seeing an ROI that allows you to continue to thrive.
Your website exists to tell your industry about your small business or non-profit. In fact, your website is an integral part of your identity because it tells the world your story. Your website needs to answer: Who are you? What do you do? What should the visitor do next? If users don’t know where to go or what to do, they bounce—no matter how beautiful the site is.
Here’s a game for you. Pretend you’re a potential customer or donor and take a look at your own website as it currently exists. Now, see if you can answer these questions:
Who are you?
What do you do?
What should the visitor do next?
Time’s up. Were you able to answer these questions? While your first impression may be, “Wow, this website looks great,” you may soon realize not all that glitters is gold. Your story—your identity in your industry—should be apparent. This includes a relevant and appropriate color scheme and illustrations unique to your small business and non-profit, yes. However, it also needs to include what makes you stand out. What you do, why you do what you do, and how you do it differently from others in your field are all answers potential clients or donors need so they know to buy what you’re offering or invest in your mission.
The key takeaway is this: Great design + poor UX = low ROI.
Common Website Conversion Killers
You know you need a strategy, but how do you know which pitfalls to avoid? Here are some common reasons small business and non-profit websites fail to convert so you can make sure your strategy sets you up for success.
❌ Unclear CTAs – No obvious next step = no action
Any visitor to your website needs to know what they should do next. If it’s not clearly stated, then there goes your next customer. Something as simple as “Click here to book a free 15-minute consultation” could be the bridge to boosting ROI.
🧭 Poor User Journey – No intuitive flow or confusing navigation
Creating a website that’s pretty to look at but not user-friendly, is like dropping off your customers in a foreign country with no map. Any good website that generates leads and boosts conversation has intuitive flow and makes navigating a smooth and easy journey.
🐢 Slow Load Time – 53% of users abandon if a site takes longer than 3 seconds
Today, everyone likes quick answers. It’s not that we’re impatient; we value our time. A slow website can be a turn-off for potential clients and donors. In fact, just over half of potential customers or donors will close your website if it takes too long to load. You get things done quickly and accurately, so your website should reflect your own acumen.
📱 Bad Mobile Experience – Over 60% of users browse on mobile
In this day and age, it’s fair to say that most potential customers or donors will be checking out your website on their smartphone. A bad mobile experience can quickly become an impediment to conversion. 60% of users will check out your website on their phone, so it needs to make the right impression.
🔍 No SEO Strategy – You can’t convert if people can’t find you
Just as you may have found this insightful blog through a Google search, potential customers or donors can find you if you integrate the right SEO terms in your website. If you’re not including relevant terms, how will anyone find your website? SEO is part of your strategy toolkit—the right terms help you find people and boost conversion.
📉 Content That Lacks Purpose – Design isn’t supported by clear, intentional messaging
Your content may be visually appealing, but does it tell the world your story? Design is intentional—color schemes and illustrations reflect your identity.
How NBD Designs Websites That Actually Convert
It’s time to turn your pretty website into a powerhouse that increases website conversions.
At Northwest Brand Design, our team brings our various skillsets together to create work that not only looks good, but benefits your business! We’re all about collaboration—not only with each other, but with our clients as well—and will work with you to truly understand your vision and your brand’s unique goals.
Here’s a rundown of how NBD designs websites that boost ROI.
🧠 Discovery First – We start by understanding your goals, audience, and voice
We believe in collaboration. We want to know who you are and what you do, your audience, and your voice in your industry. We do our best work when we get to know you.
📐 Strategic Design – Clean, modern aesthetics with a conversion plan baked in
Any good design thrives with a strategy behind it. Design is intentional (and also visually appealing, of course), supported by a plan to fix low website conversion rate. We consider how you want to grow, come up with a plan, and make sure you thrive from conversion-focused website design.
✍️ Message-First Copy – Clear headlines, CTA buttons, and brand-aligned voice
Your website tells your story. All copy is an element of that. Clear headlines and a brand-aligned voice narrate your identity to any visitors to your website, and CTA buttons make it easy to convert potential clients or donors into loyal customers or donors.
📱 Responsive Design – Prioritized mobile performance
We’re aware that most visitors to your website will be on their phone, so our goal is to make sure your website works smoothly on mobile devices.
⚙️ SEO & Speed Optimization – You’ll be fast and findable
We find the keywords so your audience can find you. And, your website will work swiftly and efficiently, so potential clients and donors will stay invested and want to click on your CTA buttons.
💬 Ongoing Support – We train your team or offer care plans to keep your site thriving
When you work with NBD, we’re all part of the same team. Your people will be shown what to do to maintain brand consistency, and we provide additional plans to make sure you’re supported as your small business or non-profit continues to grow.
“NBD shaped my website into a tool that was functionally excellent, elegant in design, and an excellent tool for attracting customers.
-J.B.
Ready to Turn Your Website Into a Conversion Machine?
You’re a small business or non-profit with a website that looks polished, but isn’t delivering results. But you now know the truth: a beautiful design means nothing without action.
Northwest Brand Design is here to help you to design a website that gets results. Let’s turn your site into a strategic tool—not just a digital brochure.
Book a Free Consult Call or sign up for a free Google SEO Audit to get started today.
