Your B2B Website Isn't Converting? Fix These 10 Things First
Your website's getting traffic. You can see it in the analytics. People are finding you, landing on your pages, having a look around. But then... nothing. No enquiry. No phone call. No email. They just disappear back into the internet like they were never there.
Sound familiar? Don’t worry because you're not alone.
It's one of the most common frustrations I hear from B2B service company owners, and after twenty-five years in senior management and now running a digital growth consultancy, I can tell you it's almost never a traffic problem.
It's highly likely to be a conversion problem.
And the good news is, most of the fixes are quick wins you can action this week.
Here are the ten things I'd check first, in order of priority. Number one is the one that catches out more businesses than any other. Number ten still matters, but if you haven't nailed the first few, nothing else will save you.
1. Your Value Proposition Is Vague (or Missing Entirely)
This is the big one. Land on most B2B service company websites and you'll see something like "Professional Solutions for Your Business" or "Delivering Excellence Since 2003." Lovely. But what do you actually do? Who do you do it for? And why should anyone care?
OK yes, the big corporations can swerve this but they’ve spend millions on establishing their brands so unless your pockets are very very deep you need ot be crystal clear on your value proposition.
A visitor needs to understand three things within five seconds of landing on your homepage: what you do, who you do it for, and what makes you different. If they have to scroll, click, or guess, they're gone. Your competitors are one tab away.
The fix is simple but requires honesty. Write one sentence that a stranger could read and immediately understand your business. If you can't do that, your website hasn't got a hope.
2. Your Call to Actions Are Weak, Hidden, or Confusing
"Click here." "Learn more." "Submit." These are not calls to action. They're polite suggestions that visitors happily ignore.
Every page on your website should have a clear, specific next step that tells the visitor exactly what happens when they click. "Get Your Free Quote" is better than "Contact Us." "Book a 15-Minute Call" is better than "Get in Touch." "Download Our Pricing Guide" is better than "Learn More."
And they need to be visible. Not buried at the bottom of the page beneath three paragraphs about your company history. Above the fold, in a contrasting colour, impossible to miss.
If someone has to hunt for how to contact you, they won't bother. They'll find a competitor who makes it easy.
3. Your Contact Form Is Putting People Off
I've seen B2B contact forms with fifteen fields. Company name, job title, department, postcode, phone number, how did you hear about us, what's your budget, what's your blood type. Every field you add is another reason for someone to abandon the form and move on.
For most B2B service companies, you just need three things: name, email, and a message box. That's it. You can qualify the lead on a call. Your job right now is to get the enquiry, not conduct an interview.
I know that many larger firms have more detailed forms and the purpose is to filter lead into the correct teams but just like with you value prop if you’re not yet ‘big business’ then it’s simply better to stack the odds in your favour.
If your form takes longer than twenty seconds to complete, it's costing you business. Strip it back, make it simple, and watch what happens.
4. There's No Quick Way to Call You
This sounds obvious in 2026, but go and look at your website on your phone right now. Can you tap a phone number and call immediately? Is it visible without scrolling? Is it on every page?
B2B buyers, particularly decision-makers in SMEs, often want to pick up the phone. They're busy. They don't want to fill in a form and wait for someone to get back to them next Tuesday. They want to speak to someone now, while they're thinking about it, while the problem is front of mind.
A clickable phone number in your header and a sticky mobile bar that follows visitors as they scroll. That's all it takes. If you're hiding your phone number on a contact page three clicks deep, you're losing warm leads every single day.
5. You've Got No Social Proof Where It Matters
Testimonials on a dedicated "Testimonials" page are fine, but barely anyone visits that page. The people who need convincing are on your homepage, your service pages, and your contact page. That's where your social proof needs to be.
Client logos, short testimonials, case study snippets, review scores — scatter them throughout your site wherever someone might be making a decision about whether to get in touch. A single relevant testimonial placed next to a call to action can dramatically shift conversion rates because it answers the question every visitor is silently asking: "Has this actually worked for someone like me?"
6. Your Website Isn't Mobile-First
Not mobile-friendly. Mobile-first. There's a difference.
We all lead busy lives and over half your traffic is likely coming from phones and tablets. If your website was designed on a desktop and then squeezed down for mobile, your visitors are getting a compromised experience.
Text too small, buttons too close together, images loading slowly, forms that are painful to complete with a thumb.
Open your website on your phone and try to complete an enquiry. Time yourself. If it takes more than thirty seconds or if anything feels frustrating, that's your conversion problem right there.
7. You're Talking About Yourself, Not Your Customer's Problems
"We were established in 2005. We have a team of experienced professionals. We pride ourselves on quality and customer service." Nobody cares.
I know it sounds harsh, but it's true.
Your visitors have a problem they need solved. They want to know that you understand their problem, you've solved it before, and you can solve it for them. The moment your website becomes about you rather than about them, you've lost the connection.
Flip the script. Instead of "We offer comprehensive IT support services," try "Sick of IT problems disrupting your business? We keep your systems running so you can focus on what you're good at." Same service, completely different impact.
8. Your Website Speed Is Killing You Before You Start
If your website takes more than three seconds to load, a significant percentage of visitors will leave before they've even seen what you do. They don't think "this site is slow, I'll wait." They think "this doesn't work" and hit the back button.
You can check your site speed for free on Google's PageSpeed Insights. If your score is below 70 on mobile, you've got a problem. Common culprits are oversized images, too many plugins, cheap hosting, and bloated code. Most of these can be fixed in an afternoon without redesigning anything.
9. Your Service Pages Are Thin and Generic
Your homepage might be decent, but what about your individual service pages? Too many B2B websites have service pages that are little more than a title, two paragraphs of generic waffle, and a "contact us" button.
Each service page should answer the questions a potential buyer is actually asking. What's included? How does it work? How long does it take? What does it cost (or at least a starting point)? Who is it for? What results can I expect? If your service page doesn't give someone enough information to feel confident about making an enquiry, they'll go and find a competitor whose page does.
10. You Have No Lead Magnet or Low-Commitment Entry Point
Not everyone who visits your website is ready to buy today. Some are researching, comparing, or just not quite sure yet. If the only option you give them is "contact us for a quote," you're losing everyone who isn't ready for that conversation.
A simple lead magnet — a downloadable guide, a checklist, a free audit, a pricing calculator — gives these visitors a reason to hand over their email address without committing to a sales conversation.
It keeps you on their radar and it positions you as helpful rather than pushy.
And it gives you a database of warm prospects you can nurture over time.
You don't need to build anything complicated. A well-written PDF guide relevant to your target audience is enough. Something genuinely useful that shows you know what you're talking about.
The Bottom Line
None of these fixes require a full website redesign. None of them need a massive budget. Most of them can be actioned within a week by anyone with basic access to their website's content management system.
The businesses that convert website traffic into enquiries aren't doing anything revolutionary. They're just making it ridiculously easy for the right people to understand what they offer and get in touch. That's it. No magic. No gimmicks. Just clarity, simplicity, and removing every unnecessary barrier between a visitor and an enquiry.
My favourite all tine example of this is a company called Stickermule.com and their website strategy is pure genius.
It is simplicity itself for the visitor and backed by a huge ‘manufacturing machine’ in the background, which having worked in the world of print I can only guess is highly systemised and complicated to the untrained eye.
But to the visitor looking to order some custom stickers - they’vee made it by design the simplest thing to do.
So take leaf out of their books. Start at number one. Work your way down. Fix what you can this week, plan what needs more thought, and stop blaming your traffic for a conversion problem.
Your visitors are already there. You just need to stop making it so hard for them to say yes.
Thanks for reading,
Ollie
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