How to Fix a Website That is Losing (Not Making) You Money

For many businesses and executives, a website is the principal customer touchpoint and a key revenue driver. However, underperforming websites can result in huge financial losses — expensive tech spend with no ROI. This article will help you discover the primary symptoms that your website is losing money and provide advice on how to address these issues.

1. High Bounce Rate

A bounce rate is the percentage of visitors who arrive on your website and then exit without engaging further. While some bounce is normal, a consistently high bounce rate indicates that users are not getting what they are looking for.

Key signals:

👉🏻 Pages aren’t loading quickly enough.

👉🏻 The site design isn’t mobile-friendly.

👉🏻 There isn't enough interesting or relevant material to keep users on the page.

Actionable fix:

Ensure your website is optimized for speed, mobile usability, and content relevance. Tools like Google Analytics can give insight into which pages have the highest bounce rates and help identify why.

2. Low Conversion Rate

Conversions include product purchases, service sign-ups, and contact form submissions. They represent the ultimate goal of any business website. If your traffic is consistent but few users convert, there is a problem.

Key signals:

👉🏻 Forms are too long or complex.

👉🏻 The checkout process is complicated or buggy.

👉🏻 Calls to action (CTAs) aren’t compelling enough.

👉🏻 Trust signals, like reviews and secure payment options, are missing.

Actionable fix:

Simplify conversion paths and ensure trust-building elements are prominent. A/B test different CTAs, form lengths, and checkout processes to see what works best.

3. Poor User Experience (UX)

A site that is difficult to navigate or frustrating to use will lead to visitor drop-offs and lost sales.

Key signals:

👉🏻 Users spend little time on key pages (e.g., product pages, pricing).

👉🏻 You receive negative feedback from customers about their experience.

👉🏻 Pages take too long to load, or there’s confusing navigation.

Actionable fix:

Consider performing a full UX audit to identify friction points. A good UX design includes intuitive navigation, fast load times, and a seamless flow of information from one page to the next.

4. Declining Organic Traffic

If your website’s organic traffic (coming from search engines) is on a steady decline, this may be a sign that your SEO efforts are outdated or ineffective.

Key signals:

👉🏻 Traffic from search engines is decreasing over time.

👉🏻 You rank lower for keywords that once drove consistent traffic.

👉🏻 Competitors rank higher for key search terms.

Actionable fix:

Regularly update your SEO strategy to keep pace with algorithm changes and industry trends. Perform keyword research to identify new opportunities and ensure your content is fresh and optimized for search engines.

5. High Cart Abandonment Rate

A high rate of users adding products to their cart then abandoning before completing the purchase is a major red flag for eCommerce websites.

Key signals:

👉🏻 Customers drop off after seeing shipping costs.

👉🏻 The checkout process requires too many steps.

👉🏻 Payment options are limited or unclear.

Actionable fix:

Simplify the checkout process, offer clear and competitive shipping policies, and provide multiple payment options. Implementing abandoned cart reminders via email can also recover lost sales.

6. Unclear Value Proposition

If users can’t quickly understand why they should choose your product or service, they’ll leave. A clear and compelling value proposition is essential for keeping users engaged and driving conversions.

Key signals:

👉🏻 High exit rates on your homepage or landing pages.

👉🏻 Feedback from users suggests confusion about your offerings.

👉🏻 Lower brand recognition and engagement compared to competitors.

Actionable fix:

Refine your value proposition. Ensure it is clear, benefits-oriented, and easy to understand at a glance. Strong visuals paired with concise messaging can make a significant difference.

7. Outdated Design or Technology

An outdated website design or slow, unreliable technology can deter visitors, particularly in industries where aesthetics or cutting-edge technology are important.

Key signals:

👉🏻 Frequent complaints about the website’s design.

👉🏻 Difficulty managing or updating your website.

👉🏻 The site is not optimized for modern browsers or devices.

Actionable fix:

Invest in a website redesign that reflects modern aesthetics and functionality. Use a content management system (CMS) that is user-friendly and allows for easy updates, ensuring the site remains relevant over time.

8. Lack of Mobile Optimization

With mobile devices accounting for a large portion of web traffic, failing to optimize your website for mobile users is a significant missed opportunity.

Key signals:

👉🏻 High bounce rates for mobile users compared to desktop users.

👉🏻 Slow mobile load times.

👉🏻 Difficulties navigating the site on smaller screens.

Actionable fix:

Implement a responsive design that adjusts seamlessly to different screen sizes. Use tools like Google’s Mobile-Friendly Test to see where improvements are needed.

9. Inadequate Tracking and Analytics

Not having a solid system for tracking key performance metrics means you’re flying blind. Without data, it’s impossible to know whether your website is performing well or hemorrhaging potential revenue.

Key signals:

👉🏻 Lack of insight into how visitors interact with your website.

👉🏻 Difficulty identifying which marketing efforts are driving traffic and sales.

👉🏻 No clear understanding of which pages or features are underperforming.

Actionable fix:

Set up detailed analytics tracking through platforms like Google Analytics or Hotjar. Pay attention to user behavior, conversion paths, and exit points to identify bottlenecks and opportunities for improvement.

10. Lack of Personalization

Consumers expect a personalized experience online. If your website fails to deliver relevant, personalized content or product recommendations, it may alienate potential customers.

Key signals:

👉🏻 Users spend little time exploring recommended products.

👉🏻 Low repeat visits from returning customers.

👉🏻 Generic content that doesn’t cater to specific customer segments.

Actionable fix:

Use tools that allow for dynamic content personalization based on user behavior, preferences, or past interactions. This can increase engagement and conversion rates by presenting users with content that is directly relevant to them.

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🗝️ KEY INSIGHTS IN TODAY'S PIECE

Your website is a critical business asset, and its performance directly impacts your bottom line. You should keep an eye on these key indicators to proactively identify issues that may be costing you money, and take action to optimize the site for better engagement and higher conversions.

Don’t wait for the problem to grow—address these signs early, and you’ll ensure your website contributes to the long-term growth and success of your business.

Do you need help identifying and fixing the issues on your website? Schedule a free consultation with BITe Agency today.

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