Why Your Landing Page Sucks

“Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating.” – Don Norman

Right, let’s get one thing straight: your website isn’t for you. It’s not for your ego, your design whims, or because you wanted something to “pop.” Your website is for one thing only—getting someone to do something.

I’ll admit it—I’ve fallen into the trap myself. Back in the day, I was all about the “wow” factor. I’d design something flashy, bold, unique—basically a love letter to the client’s taste. But here’s the kicker: none of that matters if the customer doesn’t care. And let’s face it, they don’t care. What they care about is whether your site helps them solve their problem. Quickly.

Good design? It’s not about impressing anyone. It’s about results. A website should work as hard as your best employee, converting visitors into action-takers. If it doesn’t do that, it’s about as useful as a chocolate teapot.

Think about it this way: you don’t call something a chair if you can’t sit on it. Design without purpose? It’s just noise. And every button, every animation, every line of copy needs to answer one very simple question: Why is this here?

If you’ve got a landing page, you’ve got a goal. Maybe you want people to call you. Maybe you want them to sign up, buy something, or just click that big shiny button. Whatever it is, the entire page needs to revolve around making that action effortless. No fluff. No distractions. Just pure focus.

And let’s be honest—your landing page probably sucks at this. Most do. Why? Because too many people are designing for themselves and not for their users. They’re forgetting the golden rule of web design: it’s not about looking good; it’s about getting results.

In this article, I’m going to cut through the noise and tell you exactly why your landing page isn’t working. More importantly, I’ll show you how to fix it. So grab a coffee, buckle up, and let’s get into it.

1. It’s Overcomplicated

Here’s a harsh truth: If your website is overcomplicated, it’s not clever—it’s just confusing. And confusion? It’s a conversion killer.

Think about the last time you landed on a website and couldn’t figure out where to click first. Did you stick around? Or did you leave, frustrated, to find something simpler? That’s exactly what your users will do if your site is trying to do too much.

Don Norman said it best: “If you think something is clever and sophisticated, beware—it’s probably self-indulgence.” Fancy animations, endless buttons, flashy colours—they don’t impress anyone if they leave your users scratching their heads.

Let me put it another way. Imagine walking into a shop, and instead of clear aisles and signs, you’re bombarded with flashing lights, loud music, and a hundred different salespeople yelling over each other. You wouldn’t know where to look, let alone what to buy. That’s what an overcomplicated website feels like.

Ask Yourself:

Simplicity isn’t about dumbing things down; it’s about focus. It’s about guiding your user to one key action, not overwhelming them with choices. The more you give them to think about, the more likely they are to think about leaving.

Here’s where most websites go wrong: they try to cater to every possible scenario, every potential user, all at once. They add more features, more content, more design flourishes, thinking it’ll make their site “better.” Spoiler: it doesn’t. It just makes it chaotic.

Take a Step Back:
Instead of asking, What else can I add?, try asking, What can I take away?

Antoine de Saint-Exupéry said it perfectly: “Perfection is attained not when there is nothing more to add, but when there is nothing more to remove.”

By stripping away the noise, you’ll not only create a better experience for your user, but you’ll also gain a deeper understanding of your business. What’s really important to your prospective clients? What action do you want them to take?

Because at the end of the day, a website with a clear, singular purpose converts. One that’s cluttered and chaotic? That just sends users running.

2. You’re Trying to Impress, Not Convert

Let’s be real for a second: Are you designing your website for your users, or are you designing it for you? Because, if we’re honest, most of us (myself included) have been guilty of making websites that are more about flexing our design muscles than actually getting the job done.

I’ve been there. Early in my career, I was obsessed with making people say, “Wow, this is gorgeous!” I’d add slick animations, custom fonts, and some unnecessarily complicated transitions that probably looked great in my head. And sure, people would compliment the site. But did it get clicks? Did it convert? Nope. Because while everyone was busy admiring the fireworks, no one knew where to go next.

Here’s the thing: “Good design is about communication, not self-indulgence.” (Shoutout to Don Norman for that nugget of wisdom.) Your website isn’t there to make you feel like a creative genius; it’s there to solve your user’s problem. And if it’s not doing that, no amount of pizzazz is going to help.

I know it’s tempting. As business owners, you’ve worked hard to get here, and it’s only natural to want a website that reflects all that effort. But here’s the harsh truth: your users don’t care about your journey, your awards, or how cool your site looks. What they care about is their journey. They’ve come to your site to solve their problem, not to admire your animated hero section.

Let me tell you what I wish someone had told me earlier: stop trying to “wow” your users and start thinking about how to help them. Forget the fancy effects for a second. Think about the experience. Is your website showing them exactly where to go and what to do, or is it leaving them dazzled and confused? Because if they’re confused, they’re gone.

Your website doesn’t need to win design awards; it needs to win customers. It doesn’t need to be cool; it needs to convert. The better you get at guiding your users to take action, the less you’ll need all the fluff. And trust me, the results will speak louder than any fancy animation ever could.

So, do yourself a favour: step back, look at your site, and ask, Is this about me, or is this about them? Because when you make it about them, you’ll start seeing the numbers that actually matter. And that? That’s impressive.

4. You’re Not Building Trust

Let me paint a picture. I walk up to you on the street and say, “Hey, I can make you a million quid by tomorrow.” You’d probably laugh, roll your eyes, and walk away. Or worse, maybe you’d stop just long enough to tell me to get lost. Why? Because words are easy. Trust? Not so much.

I’ve been guilty of this myself. Early in my career, I assumed that good design alone would win people over. A slick layout, some clever copy—surely, that’s enough, right? Turns out, it’s not. Because no matter how polished your website is, people won’t believe a word you’re saying unless you show them why they should.

And let’s be honest, trust isn’t what it used to be. The internet’s made us all sceptical. We’ve seen too many “gurus” making wild promises they can’t keep. You’ve probably seen them too—the ones offering to fix your life for £999. They’ve burned so many bridges that now, when someone stumbles onto your website, their guard is already up.

Here’s the thing: unless someone was referred to your site (which, statistically, is unlikely—direct traffic makes up less than 20%), they’re essentially a stranger to you. And you to them. The moment they land on your page, you’re like the person on the street pitching million-pound ideas. Their first thought? Prove it.

This is where I used to trip up. I’d assume people would just trust me because the work looked good. But I learned the hard way that design without proof is just decoration. What people really want to see is evidence—something that says, “We’ve done this before, and we’ll do it for you too.”

Trust signals matter more than we like to admit. Reviews, testimonials, awards, even photos of real people you’ve worked with. These things speak louder than anything you could say yourself. They show your audience that you’ve walked the walk, that others have taken the risk and it’s paid off.

So ask yourself this: if you’re not actively proving your credibility, why would anyone believe you? What would make them stay? What reason have you given them to think, “Yes, I can trust this person to help me”?

For me, the turning point came when I started leaning into proof instead of polish. Instead of hoping people would “get it,” I made sure to show them why they should. And honestly? It changed everything.

Building trust isn’t flashy, but it’s essential. If your site doesn’t prove that you can solve their problem, they’re not staying. And that’s the harsh truth. Trust is earned, not assumed. So make sure your website is doing the heavy lifting. Otherwise, you’re just another stranger shouting promises into the void.

5. Your Call-to-Action (CTA) is Weak

Your CTA is probably boring. Or invisible. Or buried under so much clutter that even Sherlock Holmes couldn’t find it. Let me guess—it’s a grey button with the word “Submit” on it, tucked away somewhere as if you’re embarrassed people might actually click it.

Here’s the brutal truth: your call to action isn’t just a button. It’s the button. It’s the one thing your entire website hinges on. If your visitor doesn’t know what to do next, you’ve failed. Full stop.

Think of your website as a film. The CTA is the plot twist—the moment everything comes together. But too many websites are stuck in subplots: too many links, vague messaging, or distracting design flourishes. And what happens? Your audience walks out before the twist.

Let’s paint a picture:
Your customer lands on your page. They glance around. Maybe they scroll. And then they think, Wait... what am I supposed to do here? That hesitation? That little mental pause? That’s when you’ve lost them.

Why does this matter? Because hesitation kills conversions. Every second someone spends wondering what to do is a second closer to them closing the tab and forgetting you exist.

It’s not just about having a button. It’s about making the button matter. But here’s the thing—most people design for themselves, not their users. They want their CTA to “blend in” or “look pretty.” Pretty doesn’t pay the bills.

If your call to action is hiding in plain sight, if it’s competing with five other “important” buttons, or if it’s not immediately clear why someone should care... congratulations, you’ve just created a digital Bermuda Triangle. Your leads will enter, but they’ll never come out.

Want proof? Look at your website right now. Seriously, go look. I’ll wait.

Now ask yourself: If I were visiting this page for the first time, would I know what to do within three seconds? If the answer is no, there’s your problem.

Your CTA is your website’s mic drop moment. Make it matter—or risk being forgotten.

1. Simplify Your Page

Simplification is like tidying up a cluttered room—it feels painful at first, but the results are transformative. A simpler page doesn’t just look better; it works better. Users don’t stick around to figure things out—they need clear direction. So, where do you start?

Cut The Noise

Let’s get brutally honest. Open your website. Look at every button, image, headline, and chunk of text. Now ask yourself:

If it doesn’t guide, it distracts. And if it distracts, it’s got to go. Yes, even that button you thought was a great idea at 3 a.m.

Test For Clarity

Here’s a thought experiment for you:
Imagine an 80-year-old with no interest in your business stumbles onto your site by accident. Would they:

  1. Instantly know what you do?
  2. Immediately understand what action to take?

If the answer is “probably not,” then you’ve got work to do. Because simplicity means leaving nothing to chance.

Stop Overwhelming Users

Ever scroll a site that feels like a sensory overload? Buttons everywhere, animations flying around, 20 colours screaming for attention? Yeah, don’t be that site.

Here’s the golden rule: less is more.

When users have too many options, they freeze. Give them just one clear path, and they’ll be much more likely to follow it.

Refocus Your Message

If your page doesn’t shout your key message from the rooftops, what’s the point?

Take a step back and ask yourself:

Simplification isn’t just about cutting; it’s about making what’s left work harder.

A Practical Exercise for You

Let’s call this a website detox.

  1. Open your homepage. Give yourself five seconds to scan it. What stands out? If it’s not your core message or CTA, you’ve got some tweaking to do.
  2. Show your site to a friend who knows nothing about your business. Ask them:
    • What do you think this site is about?
    • What would you click on first?

If their answers don’t line up with your goals, it’s time to simplify further.

Simplification isn’t about stripping your site bare. It’s about guiding your users—without distractions, confusion, or unnecessary fluff. Because when your page gets to the point, your users will too.

So, let me ask you: If I were a first-time visitor, would I know exactly what to do within five seconds? If the answer isn’t yes, you know what to do.

Overhaul Your Website Copy

Let’s be real for a sec: Your website copy isn’t just decoration. It’s not the parsley garnish on a steak dinner. It’s the steak. The thing people came for. Yet so many websites treat their copy like an afterthought. And then they wonder why their conversion rates are circling the drain.

If your copy doesn’t hit your audience like a friendly slap of recognition—clear, empathetic, and dripping with "yes, this is for me" energy—you’re leaving money on the table. Don’t worry, though. We’re about to fix that.

(Insert image: A cracked piggy bank spilling coins to illustrate "leaving money on the table.")

Step 1: Pinpoint the Problem (Theirs, Not Yours)

Hot take: Your audience doesn’t care about you. Like, at all. They’re not interested in how long you’ve been in business or that award you won in 2017. What they care about is their own problem.

Here’s a litmus test: Pretend you’re a plumber. Your customer’s kitchen is turning into a waterpark, and they’re two seconds away from snapping their laptop in half out of frustration. They hit your website. What’s the first thing they see?

Option A: “We’re a family-owned plumbing company with decades of experience!”
Option B: “Got a leak? We’ll fix it before your floor turns into a swimming pool.”

Be honest. Which one speaks to you when water is threatening your hardwood floors?

Exercise: Take 2 minutes right now to write down the top three problems your audience faces. Got them? Great. Now, reframe your message to lead with those issues.

For example:
❌ “We’ve been the industry leader for 25 years.”
✅ “Leaky pipes ruining your day? We’ll fix them—fast, guaranteed.”

Notice the shift? The first example talks at your audience. The second speaks to them. Your audience is begging to feel understood. Start here, and you’re halfway to the sale.
(Insert a before-and-after section: Side-by-side comparison of bad vs. good copy examples for a quick visual cue.)

Step 2: Serve the Solution

Once you’ve connected with their pain, don’t leave them hanging. Offer a solution—and make it sound ridiculously easy. Skip the jargon. Avoid the temptation to flex with technical details. Just tell them what they’ll get.

For example:
"We’ll replace faulty pipes with systems that actually work—so you can stop worrying about leaks and start enjoying a stress-free home."

The golden rule? It’s not about what you do; it’s about what they get. Nobody dreams about hiring a plumber. They dream about not mopping their floors at 2 a.m.

Action Step: Write down a one-sentence promise that summarizes the transformation you provide. Stick to tangible results and avoid vague claims.

(Media idea: A GIF of someone triumphantly tossing a mop in the trash.)

Step 3: Paint the Dream Outcome

People buy into feelings, not features. In fact, Studies show that emotional appeals in messaging can increase purchase intent by over 31% (Kotler & Keller, 2016). You’re not selling a product or a service. You’re selling peace of mind, convenience, or the sweet relief of not having to deal with something anymore.

Let’s stay with our plumbing example:
"Imagine a home where everything works as it should. No leaks. No surprises. Just you, your cup of coffee, and the quiet satisfaction of knowing your plumbing isn’t plotting against you."

Notice the vibe? It’s not about pipes—it’s about the life they’ll get once those pipes are fixed.

Take five minutes to describe your audience’s ideal outcome. Use sensory language to make it vivid.

For instance:
"Picture this: A plumbing system so reliable, you forget it exists. No leaks. No hassle. Just a home that works like it should.”

(Add a testimonial section: Include quotes from happy customers who are living their “dream outcome.”)

Step 4: Size Matters

Even the best copy can flop if it’s buried under bad design or convoluted structure. That’s where your hero section comes in—the billboard of your website.

Here’s a no-fail formula:

  1. Kicker: Drop a quick credibility booster.
    “Trusted by 1,000+ happy customers. Get your free quote today.”
  2. Headline: Call out their pain and solution.
    “Leaky pipes & Broken systems? Get fast, reliable repairs—guaranteed.”
  3. Subheadline: Drop a quick credibility booster or service clarifier
    “Trusted by 1,000+ happy customers. Get your free quote today.”
  4. CTA Button: One clear action. No fluff.
    “Book Your Repair Now.”

Now your turn:
Rewrite your hero section using this template. Test it. Tweak it.

(Visual cue: Mockup of a killer hero section for inspiration.)

It is not about You

Let’s wrap this up with some real talk: If your website copy is all about you, you’re doing it wrong. Your audience doesn’t care about your backstory until you’ve shown them you understand theirs.

Great copy:

Your mission, should you choose to accept it:
Take a red pen to your website copy today. If it’s more “me, me, me” than “you, you, you,” start again.

(Closing media idea: An encouraging quote graphic—“When you speak their language, they’ll hear you loud and clear.”)

Here’s the draft for your next section, packed with exercises and tasks to help users build trust and credibility with their audience:

Let’s Get You Trusted: How to Make Your Audience Believe You

You could have the best product or service in the world, but if your audience doesn’t trust you, it’s game over. Trust isn’t just handed out—it’s earned. So how do you get people to believe you’re the real deal? Follow these steps, and let’s turn skepticism into confidence.

1. Showcase Social Proof

People believe other people more than they believe you. Use that to your advantage. Social proof is your not-so-secret weapon for instant credibility.

Exercise: Build Your Wall of Trust

(Add a section for media: Screenshot examples of testimonials or trust badges, like “100% Money-Back Guarantee.”)

2. Be Easy to Reach

Nothing screams “sketchy” louder than hiding your contact info. Your audience needs to know there’s a real person (or team) behind the screen.

Task: Make Yourself Accessible

(Pro Tip: Make sure your contact page is just one click away from anywhere on your site.)

3. Share Your Story

People connect with people, not faceless businesses. Your story isn’t fluff—it’s your credibility. Share it authentically.

Exercise: Craft Your “About Us” Narrative

(Visual cue: A side-by-side comparison of a stiff vs. relatable About Us page.)

4. Prioritize Your Website’s UX

First impressions are everything. A clunky, slow-loading website erodes trust faster than you can say, “Oops.”

Task: Audit Your Website Today

(Pro Tip: Include a “Secure Checkout” badge near your purchase buttons to reassure users.)

5. Put Your Expertise on Display

People trust brands that know their stuff. Show off your expertise with valuable, high-quality content.

Exercise: Become a Content Machine

(Media idea: Include examples of customer-generated content, like reviews or social media posts featuring your product.)

6. Prove You’re Secure

No one’s entering their credit card details into a site they don’t trust. Security is non-negotiable.

Task: Bolster Your Site’s Safety Signals

(Visual cue: Mockup of a payment form with trust badges like “Verified Secure.”)

7. Flaunt Your Wins

Nothing builds trust faster than proof that you’re legit. Brag a little (but keep it classy).

Exercise: Collect and Display Your Achievements

(Pro Tip: Use icons or badges for awards to make them pop visually.)

Why This Matters

Trust doesn’t happen by accident. It’s something you intentionally design into every part of your business—from your website to your customer interactions. When you make it easy for people to believe in you, they’ll stick around. More importantly, they’ll buy.

Ready to build your fortress of credibility? Start with one task from each section today. Your audience—and your bottom line—will thank you.

(Closing media idea: A motivational quote graphic—“Trust is earned, not demanded. Start earning it today.”)

Get Your CTAs Clicked: Make Every Click Count

Ah, the Call to Action (CTA). The unsung hero of every website. It’s the digital equivalent of saying, “Hey, over here! Do this thing!” Except most CTAs fail miserably, blending into the background like a beige sofa in a beige room. And the result? Your visitors leave with nothing but a “meh” in their hearts.

Let’s fix that.

1. Demand Attention

Your CTA isn’t a wallflower—it’s the headliner. If it doesn’t stand out, it might as well not exist.

Think about it: your button is the one thing on the page screaming, “Click me!” So make sure it’s dressed for the occasion.

Exercise: The Button Glow-Up

Real Talk: If your button looks like it’s hiding in plain sight, nobody’s going to click it. It needs to be the loudest, proudest thing on the page.

**2. Say What You Mean

A vague CTA is like mumbling your way through a conversation. No one is leaning in asking to hear more.

Your copy needs to be clear, direct, and about the user. If they’re squinting at your button thinking, What does this even mean? you’ve already lost them.

Task: Action and Value in Five Words

Example:

3. Keep It Simple, Keep It Focused

One page. One goal. That’s the rule.

If your website feels like a yard sale, with CTAs competing for attention like bargain bins, you’ve already lost. People can’t focus on 10 different options. Give them one clear path to follow.

Streamline Your CTAs

Pro Tip: When in doubt, keep it so simple that even your nan could figure it out.

4. Place Them Where It Matters

Placement is everything. Stick your CTA in the wrong spot, and it’s like trying to sell winter coats in the middle of a heatwave—nobody’s buying.

Find the Hot Spots

5. Build Trust, Nix the Doubts

The biggest killer of CTAs? Doubt. If people aren’t sure what will happen when they click, they won’t click at all.

Fix the Fear

6. Test. Test Again. Test Some More.

Your CTA isn’t set in stone. Test it. Tweak it. Test it again.

CTA Testing Made Simple

And remember, testing isn’t a one-and-done deal. Keep experimenting until you find the magic formula.

Why This Matters

Your CTA is the tipping point between a visitor and a customer. It’s where they either take action or walk away. By making it clear, unmissable, and trustworthy, you’re not just improving your website—you’re giving your users the confidence to say, “Yes, this is what I need.”

So go ahead, make your CTAs impossible to ignore. Because when they click, everything clicks.