Creating a website is only half the battle. The real challenge is turning it into a tool that consistently brings in leads and sales. But why do some websites convert like crazy, while others just sit there, generating zero interest?

In most cases, the problem lies not in the market or niche — but in critical mistakes made during the early stages of website development. In this article, we’ll break down 5 common mistakes that prevent websites from converting and explain how to fix them using principles of conversion rate optimization.

Mistake #1: Hiring a Designer Instead of a Marketing Strategist

One of the biggest misconceptions among entrepreneurs is assuming that a good-looking website automatically leads to sales. So they go straight to freelance platforms or local listings, find a designer, and ask them to develop a website.

The result? A beautiful site that looks great but doesn’t sell.

A designer’s job is to make things look nice — not to create a high-converting website or drive conversions.

What happens:

• Visually appealing site, but no clear messaging;
• No product value articulation;
• Poor user flow and structure;
• Zero conversions.

What to do instead: Start with strategy, not design. A skilled marketing strategist or UX copywriter should:

• Conduct an in-depth interview;
• Extract key product meanings and values;
• Build a logical structure tailored to your target audience.

This forms the foundation of a sales-driven website. Only after this step should a designer begin working on visuals. And only after design is approved should development begin — especially for custom website development projects using platforms like WordPress or Bitrix.

Pro tip: Without traffic, even the best website won’t perform. That's why we always recommend combining design and turnkey website development with SEO and ad campaigns (like Google Ads or Yandex Direct). This way, you not only get a site — you get a lead generation system.

Mistake #2: The Entrepreneur Goes Silent

This happens more often than you think. A client kicks off a website project and suddenly disappears — no feedback, no content, no materials. Weeks or even months later, they return asking: “Why isn’t the website done yet?”

Why this is a problem: Building a site is a collaborative process. Without your input, progress stops.

How to avoid it:

• Set clear expectations about content delivery and feedback timelines;
• Stay in touch during each phase of the project;
• Assign a team member if you can’t be available.

The faster you respond and provide content, the faster your site will be ready — and the sooner you can start working to increase website conversions.

Mistake #3: No Technical Specification (Brief or Scope of Work)

One of our favorite industry sayings is: “No brief — no results.”

Imagine asking an architect to build your dream home with zero input. No size, no layout, no budget. What would you expect? Probably not your dream house.

The same applies to websites.

If your developer doesn’t require a detailed brief — that’s a major red flag.

Without it, every stakeholder interprets the goals differently. This leads to:

• Endless revisions;
• Missed expectations;
• Delays and frustration;
• Poor performance.

What to include in your technical brief:

• Website goals and KPIs (e.g., improve landing page performance);
• Site structure and navigation;
• Content requirements;
• Design references and branding;
• Platform preferences (Tilda, WordPress, etc.);
• Required functionality (forms, filters, booking systems, etc.);
• Timelines and deliverables.

And don’t forget the golden clause: “Anything not listed in the scope is considered additional and billed separately.” This will save you time, money, and energy later.

Mistake #4: No Clear Contract Terms

“We agreed on everything verbally” — is the fastest way to run into trouble.
Without a clear contract, your project can quickly spiral into chaos: shifting goals, scope creep, missed deadlines, and unpaid invoices.

What your contract must include:

• A detailed description of deliverables: whether you're doing turnkey website development, mobile website development, or just a landing page;
• Specific deadlines for each phase;
• Number of revision rounds (two rounds are usually sufficient);
• Payment schedule;
• Clauses about project pauses (e.g., “Project paused on March 15 due to missing content from the client”).

Pro tip: Reference your technical specification (brief) in the contract. If disputes arise, it will be the first thing that protects you.

Also — specify that client approval time does not count toward production time. This avoids awkward surprises when a client disappears for months and then demands the website immediately.

Mistake #4: No Clear Contract Terms

“We agreed on everything verbally” — is the fastest way to run into trouble.
Without a clear contract, your project can quickly spiral into chaos: shifting goals, scope creep, missed deadlines, and unpaid invoices.

What your contract must include:

• A detailed description of deliverables: whether you're doing turnkey website development, mobile website development, or just a landing page;
• Specific deadlines for each phase;
• Number of revision rounds (two rounds are usually sufficient);
• Payment schedule;
• Clauses about project pauses (e.g., “Project paused on March 15 due to missing content from the client”).

Pro tip: Reference your technical specification (brief) in the contract. If disputes arise, it will be the first thing that protects you.

Also — specify that client approval time does not count toward production time. This avoids awkward surprises when a client disappears for months and then demands the website immediately.

Conclusion

A website is not just a digital business card — it’s a sales tool. Its main goal is to convert visitors into customers. To ensure your website actually brings in leads (instead of just sitting online), it’s essential to:

• Build a sales-driven website, not just a visually appealing one;
• Develop a clear strategy and site structure before design;
• Align all expectations and responsibilities upfront;
• Think beyond the launch — focus on ongoing conversion rate optimization.

Want to launch a website and get real results from day one?
We’ll help you not just develop a website, but offer full turnkey website development tailored to your product, audience, and business goals.

We’ll also show you how to improve website conversion rate and launch a high-performing ad strategy.

Reach out to our WEB Development Department — we'll help turn your website into a powerful sales and growth engine!