The Most Important Website Fixes Are the Simple Ones
Sometimes, the biggest problems on a website aren’t complicated—they’re the things you simply forget to think about. If customers can’t find what they need quickly, they won’t stick around.
A missing phone number, a buried contact form, or an unclear next step might seem minor, but these small details make a huge difference. When people have to work to figure out how to do business with you, they often won’t bother.
The Simple Truth: If It’s Hard to Find, They Won’t Find It
One of the most overlooked (but most important) rules in marketing is this: If it’s hard to find, people won’t find it.
- If your phone number is buried at the bottom of the page, customers will move on.
- If your contact form is confusing or generic, people won’t fill it out.
- If your homepage doesn’t clearly say what you do, visitors will leave.
This isn’t just a web design problem—it’s a business problem. A website should feel like an extension of how you naturally communicate with customers.
Think about how you sell in person:
- You introduce yourself.
- You explain what you do.
- You answer questions.
- You make it clear how someone can work with you.
Your website should do the exact same thing—without forcing people to dig for answers.
The Most Common “Obvious” Things Businesses Overlook
Overcomplicating your website can create barriers instead of conversions. Here are the most common “obvious” things businesses forget—and why they matter:
- Clear Contact Info – If people have to search for how to reach you, many won’t bother. Make your phone number, email, or contact form easy to find on every page.
- Strong Calls-to-Action (CTAs) – Every page should guide visitors to their next step. If you don’t tell them what to do, they won’t do anything.
- Answers to Common Questions – Reduce friction by addressing FAQs upfront instead of waiting for people to ask.
- Videos for Demonstration – Show, don’t just tell. A simple explainer video can do more than paragraphs of text.
- Downloadable Guides – Not everyone is ready to buy today. Give them something valuable to take with them so they come back when they are.
- Who to Talk To – If your website has a generic “Contact Us” page with no clear direction, visitors won’t know who they’re actually reaching. Personalizing this builds trust.
- What Happens Next? – When someone fills out a form, do they know what to expect? Setting clear expectations reduces anxiety and increases conversions.
- Focusing on the Main Goal – Every page should support your primary business goal. If something doesn’t help customers move forward, ask yourself if it really needs to be there.
How to Tell If Your Website Is Missing the Obvious
A quick self-audit can help you spot (and fix) missing essentials. Ask yourself:
- Is contact info easy to find on every page?
- Are there clear CTAs on every key page?
- Do you answer common customer questions upfront?
- Is there a demo or explainer video to clarify key points?
- Do you offer downloadable guides for deeper engagement?
- Is it clear who handles inquiries (not just a generic form)?
- Do you explain what happens next after form submissions?
- Does your website align with how you actually sell?
If you answered “no” to any of these, you have an opportunity to make your website simpler, clearer, and more effective.
The Fix: Simplify, Then Simplify Again
One of the biggest takeaways from The 10 Simplified Rules of Marketing is this:
Simplicity is worth more than creativity.
A beautiful, well-designed website means nothing if visitors leave confused. Your goal isn’t to impress—it’s to guide.
So here’s what to do next:
Step 1: Follow the Website Success Series to apply key principles from previous topics.
Step 2: Use the checklist above to fix missing essentials and remove unnecessary clutter.
Step 3: Simplify – If something doesn’t support the main goal, reconsider if it really needs to be there.
The businesses that get this right don’t just have a better website—they have more engaged customers, smoother sales conversations, and higher conversions.