Website Conversion Audit: 25 Things Killing Your Enquiry Rate

You’re spending $3,000/month on Google Ads. Your team says the site looks professional. But leads aren’t flowing the way they should.

The problem might not be your ads. It might be your website.

Most Australian business websites have a conversion leakage problem. Visitors land on the page, take a look, and leave. They never get past the homepage. They don’t fill in the contact form. They don’t schedule a demo or call a phone number.

Before you throw more budget at ads, you need to fix the website itself.

We’ve audited hundreds of Australian business websites over the past three years. We’ve identified 25 specific things that kill conversion rates. Most sites have at least 10 of these problems. Many have all 25.

In this audit guide, we’ll walk through each issue—what it looks like, why it hurts conversion, and the exact fix. By the end, you’ll have a checklist to fix your site and lift enquiry rate by 30–50%.

Category 1: Technical Issues (5 Problems)

Problem 1: Page Load Speed Over 3 Seconds

What it looks like: Users click on your Google Ad and wait 4+ seconds for the page to load.

Why it kills conversion: Every additional second of load time drops conversion rate by 5–7%. If your page takes 4 seconds and a competitor’s takes 2 seconds, you’re losing 10–15% of your potential customers before they even see your offer.

The fix:

• Compress images (use WebP format instead of JPG)
• Minify CSS and JavaScript
• Use a content delivery network (CDN)
• Upgrade hosting if you’re on a shared plan
• Use Google PageSpeed Insights to identify specific bottlenecks
• Aim for under 2.5 seconds on mobile, under 2 seconds on desktop

Problem 2: Not Mobile Responsive

What it looks like: Your site looks great on desktop, but on a phone, the layout breaks. Text is tiny. CTAs are misaligned. Navigation is a nightmare.

Why it kills conversion: Over 65% of web traffic in Australia is mobile. If your site doesn’t work on phones, you’re abandoning two-thirds of your visitors.

The fix:

• Use a responsive theme that automatically adjusts to screen size
• Test your site on multiple phone models and screen sizes
• Use Google’s Mobile-Friendly Test to identify specific issues
• Make sure all CTAs (buttons, links) are tap-friendly (minimum 44×44px)

Problem 3: Broken Links and 404 Errors

What it looks like: A visitor clicks a link and lands on a “Page Not Found” error.

Why it kills conversion: Broken links destroy trust. They make your site look abandoned. A visitor who hits a 404 usually bounces immediately.

The fix:

• Use Google Search Console to find broken links
• Use a link checker tool (e.g. Screaming Frog) to crawl your entire site
• Update or remove dead internal links
• Set up 301 redirects from old URLs to new ones
• Check external links quarterly

Problem 4: Missing SSL Certificate (No HTTPS)

What it looks like: Your URL shows “http://” instead of “https://”. Chrome flags your site as “Not Secure”.

Why it kills conversion: Modern browsers warn visitors your site isn’t secure. Even if it is secure, the warning alone drops conversion by 15–25%. Visitors don’t feel safe entering their details.

The fix:

• Install an SSL certificate (usually $10–30/year or included with hosting)
• Redirect all http:// URLs to https://
• Test in Chrome to confirm the “Not Secure” warning is gone

Problem 5: Mixed Content Warnings

What it looks like: You have HTTPS on your homepage, but images or scripts are loading over HTTP. Chrome warns the page is “Not Fully Secure”.

Why it kills conversion: Same issue as missing SSL—trust erosion.

The fix:

• Update all image URLs to use https:// instead of http://
• Check external scripts (analytics, chat widgets) and ensure they load over HTTPS
• Use Google Search Console to identify mixed content issues

Category 2: Messaging Issues (5 Problems)

Problem 6: Unclear Value Proposition

What it looks like: A visitor lands on your homepage and can’t quickly answer: “What does this company do?” or “How does this help me?”

Why it kills conversion: Visitors have a 5-second decision window. If your messaging is unclear, they leave.

The fix:

• Your main headline should state what you do + who it’s for + the key benefit
• Instead of: “Marketing Solutions for Australian Businesses”
• Try: “Get 2–3x More Qualified Leads From Your Website (Without Spending More)”
• Place it above the fold, visible without scrolling
• Use plain language. Avoid jargon.

Problem 7: No Benefit-Led Headline Above the Fold

What it looks like: Your hero section features your logo, a generic tagline, or a vague statement like “We Help Businesses Grow”.

Why it kills conversion: Visitors don’t care about your company—they care about solving their problem. Lead with the benefit, not your brand.

The fix:

• Replace generic taglines with outcome-focused headlines
• Focus on the result the customer wants, not what you do
• Test different headlines and measure impact on bounce rate
• Use action words: “Increase”, “Cut”, “Eliminate”, “Achieve”

Problem 8: Weak or Generic CTA Copy

What it looks like: Your main button says “Submit” or “Learn More”.

Why it kills conversion: Generic CTAs don’t trigger action. They’re forgettable. A specific CTA that says what happens next gets 20–30% more clicks.

The fix:

• Replace “Learn More” with “Get Free SEO Audit” or “Book a 30-Min Demo”
• Replace “Submit” with “Claim Your Free Consultation” or “Start Your Free Trial”
• Use first-person language: “Send Me The Guide” instead of “Download”
• Make the button colour stand out from the background

Problem 9: Features Instead of Benefits

What it looks like: Your homepage talks about what you do instead of what changes for the customer.

Example (bad): “Our software includes real-time reporting, API integration, and custom dashboards.” Example (good): “Close deals 3x faster. Your team gets a clear pipeline view in under 2 minutes.”

Why it kills conversion: Customers don’t buy features. They buy outcomes. Most websites describe features because that’s what’s easy to describe. But buyers don’t care.

The fix:

• For every feature you describe, add a customer-facing benefit
• Ask: “So what? How does this help the customer?”
• Use benefit-driven bullet points: “Save 10 hours/week on reporting” instead of “Automated reporting”

Problem 10: No Visible Urgency or Scarcity

What it looks like: Your offer has no time limit, no limit on supply, and no reason to act now.

Why it kills conversion: Without urgency, visitors think “I’ll come back later”—and never do.

The fix:

• Add genuine scarcity: “Limited to 5 spots” or “Closes Friday”
• Add time-based urgency: “Offer ends December 15”
• Use countdown timers on special offers (be honest—only real deadlines)
• Highlight what happens if they delay: “Prices increase on January 1”
• Never use fake scarcity. It erodes trust fast.

Category 3: Trust Issues (5 Problems)

Problem 11: No Google Reviews Visible

What it looks like: Visitors can’t see customer reviews or ratings on your homepage.

Why it kills conversion: 84% of Australian consumers trust reviews as much as personal recommendations. No visible reviews = no proof you’re legitimate.

The fix:

• Embed your Google Business Profile review widget on your homepage
• Display star rating prominently
• Aim for 20+ reviews and a 4.5+ rating
• Respond to every review (positive and negative)
• Use Google My Business to manage reviews

Problem 12: No Case Studies or Portfolio

What it looks like: Visitors can’t see examples of work you’ve done or results you’ve delivered.

Why it kills conversion: Abstract claims don’t persuade. Proof does. A visitor needs to see “We worked with businesses like [Company Name] and achieved [specific result]”.

The fix:

• Create 3–5 detailed case studies showing client (or anonymised) + problem + solution + result
• Include metrics: “Increased lead generation by 45%”, “Reduced onboarding time by 60%”
• Link to them prominently (dedicated Case Studies page or homepage section)
• Use specific numbers. Avoid vague claims like “delivered excellent results”

Problem 13: No Client Logos or Social Proof

What it looks like: The homepage doesn’t show any proof of who you’ve worked with.

Why it kills conversion: If a visitor recognises brand names you’ve worked with, trust increases immediately.

The fix:

• Feature 5–10 client logos on your homepage (with permission)
• Include a “Trusted by” section
• Add customer testimonials with headshots and job titles (not anonymous)
• Include logos from industry partners or certifications (ISO, AWS, etc.)

Problem 14: Missing or Weak About Page

What it looks like: You don’t have an About page, or it’s vague and generic.

Why it kills conversion: Visitors want to know who they’re dealing with. An About page builds credibility and explains your unique angle.

The fix:

• Create a genuine About page with company story + team bios + credentials
• Include team photos (real people, not stock photos)
• Explain why you do what you do (not just what you do)
• Highlight key qualifications, awards, or experience
• Make it personal. Humans buy from humans.

Problem 15: No Visible Phone Number

What it looks like: Visitors have to hunt for your phone number. It’s buried in the footer or contact page.

Why it kills conversion: If someone wants to call you, they should find your number in 3 seconds. Every second of searching increases the chance they’ll just leave.

The fix:

• Add a clickable phone number in the header or top navigation
• Include it multiple times on high-intent pages (pricing, services, contact)
• Make it a phone link so mobile users can call with one tap
• Include your hours of operation

Category 4: User Experience Issues (5 Problems)

Problem 16: Too Many Navigation Options

What it looks like: Your navigation menu has 8+ links, or nested submenus force visitors to make too many decisions.

Why it kills conversion: Choice paralysis kills action. A visitor overwhelmed by options usually leaves instead of exploring.

The fix:

• Simplify navigation to 5–6 main links maximum
• Remove clutter: “About”, “Services”, “Work”, “Blog”, “Contact”
• Use clear link names, not clever ones
• Don’t bury your main CTA in the nav—it deserves its own button
• Use a sticky header so navigation is always available as users scroll

Problem 17: Cluttered Homepage

What it looks like: Too much text, too many sections, too many colours. It’s overwhelming.

Why it kills conversion: Visitors scan, not read. A cluttered homepage is a scanned-away homepage.

The fix:

• Use white space generously
• Limit sections to 5–6 key message blocks
• Use consistent formatting and colours
• Lead with the strongest value proposition
• Use hierarchy (large headline, smaller subheading, then body text)
• One primary CTA per section

Problem 18: Form Too Many Fields

What it looks like: Your contact form asks for 8–10 fields (name, email, phone, company, industry, budget, timeline, project description, etc.).

Why it kills conversion: The longer the form, the lower the submission rate. Each field adds friction.

The fix:

• Start with 3 essential fields: Name, Email, Phone
• If you need more info, use progressive profiling (ask for it in follow-up emails)
• Test removing fields and measure form completion rate
• Use smart defaults where possible (auto-fill company from email domain)
• Only mark truly essential fields as required

Problem 19: No Live Chat or Callback Option

What it looks like: A visitor has a question and can’t quickly get an answer. Their only option is to fill in a contact form and wait.

Why it kills conversion: Friction kills action. If a visitor can immediately chat with someone or request a callback, conversion increases 15–30%.

The fix:

• Add a live chat tool (Drift, Intercom, Zendesk)
• Offer a “Request a Callback” CTA that schedules a call
• Use chatbots to answer FAQs automatically
• Staff chat during business hours at minimum
• Make it visible in the bottom right, not hidden

Problem 20: Confusing Pricing or Pricing Not Visible

What it looks like: You don’t show pricing, or pricing is vague (“Contact for a quote”).

Why it kills conversion: Visitors want to self-qualify. If they can’t see pricing, they assume you’re too expensive and leave.

The fix:

• Show clear pricing (even if it’s a range)
• List what’s included in each tier
• Offer a free calculator or cost estimator tool
• Use comparison tables for clarity
• If pricing varies by customer, show a realistic starting price

Category 5: Content Issues (5 Problems)

Problem 21: Generic Stock Photos

What it looks like: Your website features smiling people in business clothes using laptops—the same image every other website uses.

Why it kills conversion: Stock photos look fake. They erode trust. Real photos and customer-submitted photos convert better.

The fix:

• Replace stock photos with real customer photos or your own team photos
• Use before/after images (especially for B2B SaaS or services)
• Include project photos or product screenshots
• Use video (one customer testimonial video beats 10 stock photos)
• Source from libraries like Unsplash or hire a photographer

Problem 22: No Video

What it looks like: Your homepage is all text and images. No video.

Why it kills conversion: Video increases time on page, reduces bounce rate, and increases conversion 10–15% on average.

The fix:

• Add a 60–90 second explainer video on your homepage
• Include customer testimonial videos (authentic, not produced)
• Create a demo video if you have a software product
• Use video in the hero section or above the fold
• Ensure video has captions (for mobile users and accessibility)

Problem 23: No FAQ Section

What it looks like: Visitors have questions, but the site doesn’t address them.

Why it kills conversion: Unresolved questions = abandoned carts/enquiries. An FAQ section prevents objections before they kill the sale.

The fix:

• Create a dedicated FAQ page
• Include 8–10 questions your sales team hears most
• Address common objections: “How much does this cost?”, “How long does implementation take?”, “What if it doesn’t work?”
• Put a short FAQ section on high-intent pages (pricing, contact)
• Use accordion format so visitors can expand/collapse

Problem 24: Thin Content

What it looks like: Service pages are 200–300 words. Blog posts are shallow summaries.

Why it kills conversion: Thin content doesn’t build trust or authority. It doesn’t answer questions thoroughly.

The fix:

• Service pages: 800–1,200 words minimum (explain the problem, your approach, benefits, timeline, pricing)
• Blog posts: 1,500–2,500 words (deep dives, not surface-level summaries)
• Include specifics: numbers, timelines, processes
• Use structured content: headings, bullet points, numbered lists

Problem 25: No Clear Next Step

What it looks like: A visitor reads your content, but you don’t tell them what to do next.

Why it kills conversion: Passive readers don’t convert. You have to guide them toward action.

The fix:

• End every page section with a clear CTA
• Guide visitors: awareness → consideration → decision
• Use exit-intent popups to catch leaving visitors
• Add internal links pointing to high-value pages (case studies, pricing, etc.)
• Use a clear hierarchy: primary CTA (get a demo), secondary CTA (read a guide)

The Audit Checklist: How to Score Your Site

Go through each of the 25 issues above and score your website:

• Green (fixed): Your site has this element and it’s done well
• Yellow (partial): You have it, but it could be better
• Red (missing): You don’t have this, or it’s broken

Count your greens, yellows, and reds. If you have more than 10 reds or 15 yellows, your website is leaking conversions.

Quick wins (fix first):

• Mobile responsiveness
• Page speed
• Add a live phone number
• Simplify forms
• Add customer logos or testimonials

Medium effort (fix next):

• Improve messaging and value proposition
• Add case studies
• Create an FAQ
• Add video
• Streamline navigation

Longer term (fix over 3 months):

• Rewrite thin content
• Create high-quality original photos/videos
• Build comprehensive About page
• Implement live chat
• Create detailed service pages

What a 30–50% Improvement Looks Like

If you’re driving 500 visitors/month and your conversion rate is 1.5% (7.5 enquiries), fixing these 25 issues could lift you to 2–2.5% conversion (10–12.5 enquiries). That’s 30–50% more leads from the same traffic.

At an average of $2,000 per customer, that’s an extra $5,000–$10,000 in revenue per month from fixing your website alone.

Get a Professional Conversion Audit

Running through 25 issues manually takes time. But it’s worth it.

If you’d rather have an expert do it, Anitech offers free website conversion audits for Australian businesses. We’ll evaluate your site against these 25 criteria, identify your biggest leaks, and recommend specific fixes in order of impact.

Book a free conversion audit with Anitech today.

Your website is your most cost-effective marketing asset. Fix it, and everything else—ads, content, outreach—gets more efficient.