Why Your Website Is Not Converting (And What to Change This Month)

Traffic is not the issue for most B2B companies.
Conversions are.

Your website should move buyers forward. If it does not, the problem is usually simple.
Here are the changes you can make this month to improve performance.

1. Clarify Your Homepage Message

Buyers give you three seconds.
Your homepage must answer:

• what you do
• who you help
• the problem you solve

Short. Clear. Direct.

If a buyer has to scroll to understand you, you lose them. This message aligns with your broader marketing strategy.

2. Improve Page Speed

Slow pages kill conversions.
Run a quick audit with free online tools.
Fix image sizes. Remove unused scripts. Tighten plugins.
Faster pages increase form fills and demo requests.

3. Add Proof Near Key Calls to Action

Buyers trust evidence.
Place short proof points next to your main buttons.
Use:

• one sentence customer quotes
• short results statements
• recognizable logos

This reduces hesitation at the moment buyers decide.

4. Simplify Forms

Shorter forms convert better.
Ask for the minimum information needed to qualify interest.
Optional fields slow buyers down. Remove them.

5. Strengthen Bottom-Funnel Pages

Your demo page. Your pricing page. Your solution pages.
These pages drive revenue.
Add:

• common questions
• short videos
• simple outcome statements

These reduce uncertainty and move buyers closer to a call. Strong bottom-funnel pages support lead generation efforts across channels

6. Add Clear Internal Paths

Guide buyers toward action.
Use simple navigation labels.
Avoid clever names.
Help them reach what they need in one click.

Final Thought

Website conversion is not complex. It is clarity, evidence, speed, and simple actions that support the buyer journey.

White City Consulting Group helps B2B teams rebuild website performance so more traffic turns into revenue.

For a deeper look at strategy, read our article on building a marketing strategy that scales.”