Every week, we meet Chester-based business owners who feel their website âjust isnât workingâ. Theyâre not getting leads, conversions are low, and bounce rates are sky high.
If you're a local business investing in web design in Chester, there's one silent mistake that could be costing you thousands in missed leads and sales.
Itâs a mistake we see all the time. It doesnât matter if your website is brand new or redesigned last year â if this issue is present, users are bouncing, leads are drying up, and Google may be dropping your rankings.
Letâs break it down.
The Mistake: Putting Looks Before Function
We get it. You want your website to look amazing.
But when businesses prioritise flashy visuals or off-the-shelf templates over strategy and usability, they end up with something that impresses⌠but doesnât convert.
Hereâs what that typically looks like:
- Hero sections with no clear call to action
- Fancy animations that slow everything down
- Homepages that talk about the business, not the customer
- No mobile optimisation â even though 70%+ of traffic comes from phones
- No local signals (like Chester contact info, maps, or relevant case studies)
What Itâs Really Costing You
If your website doesnât load fast, explain clearly what you do, and guide users toward action â youâre leaving money on the table.
- Every second of delay = more bounce
- Every unclear message = missed lead
- Every confused user = lost opportunity
Letâs say your average sale is ÂŁ500. If your site is losing just 2 conversions a week due to poor UX, thatâs over ÂŁ50,000 a year.
How to Fix It
Lead With Clarity
Your hero section should explain what you offer and why it matters, in plain English â with a CTA above the fold.
Design for Mobile First
Mobile users arenât just visitors â theyâre buyers. Your site should load quickly and function beautifully on any screen.
Keep It Local
If youâre targeting Chester, say so! Use Chester-specific testimonials, case studies, Google Maps embeds, and schema markup.
Make It Fast
Speed affects both SEO and conversion rates. Optimise images, use modern frameworks, and minimise scripts.
Focus on Goals
Every page should have a goal: call, fill out a form, book, buy. Design around that â not just for looks.
A Quick Self-Test
Open your homepage and ask:
- Can a first-time visitor understand what you do in 5 seconds?
- Is there a clear next step?
- Does it load fast on mobile?
- Would a customer in Chester feel like itâs relevant to them?
If not, your site is likely costing you more than itâs making you.
Why This Matters for Chester Businesses
Youâre not just competing with other Chester companies. Youâre competing with national brands, marketplaces, and fast-moving startups.
A well-structured, high-converting website is your best weapon â especially if youâre a local service provider, agency, or ecommerce brand.
Final Thoughts
Good design isnât just about looking modern. Itâs about converting users, building trust, and standing out in a competitive market like Chester.
If youâre not sure whether your site is doing that â let us take a look.
Free UX & SEO Audit (Worth ÂŁ149)
Weâll analyse your current site and show you exactly whatâs working â and whatâs holding you back.
