April 2025
We’ve seen it all after over two decades of building websites for local businesses. From tradies and cafes to professional services and e-commerce stores, the same website mistakes come up again and again. While each business is different, the patterns are clear, and if you’re wondering why your website isn’t converting as well as it should, you’re not alone.
In this blog, we’re unpacking the most common things holding Geelong websites back — and how to fix them. If you’re a local business owner, this might be a little uncomfortable to read. But it could also be the most valuable thing you do for your website this year.
1. The homepage says… nothing
We clicked through so many homepages that opened with something like: “Welcome to our website” or “We’ve been in business for 30 years”. That’s nice, but it doesn’t tell a new visitor anything useful.
A homepage needs to quickly answer:
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What do you do?
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Who do you help?
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Why should I care?
If you don’t communicate your value within the first few seconds, users are going to bounce. A strong headline, supporting copy, and a clear call to action go a long way.
Quick fix: Ask a friend to open your homepage for five seconds and then close it. Can they tell you what your business does? If not, it’s time to rewrite your intro.
2. No clear call to action (or way too many)
We saw websites where the call to action was buried at the bottom, or where the user was asked to “Get in touch”, “Read our blog”, “Shop now”, “Follow us on Instagram” and “Sign up for updates” — all at once.
The best websites lead users toward one clear action at a time. Think of your website like a map. If it has too many directions, people will get lost. And if it has none at all, they’ll walk away.
Quick fix: Decide on one or two core actions for each page, whether it’s booking a consultation, making a purchase, or sending an enquiry, and make those buttons stand out.
3. They’re built for the business, not the customer
This one’s a biggie. Many sites are written from the business owner’s point of view, instead of focusing on what the customer is trying to achieve. It’s easy to fall into the trap of listing qualifications, internal processes, or team bios on the homepage when visitors are just looking for a solution to their problem.
Quick fix: Reframe your website content to focus on the customer. Swap “We offer” for “You’ll get”, and “Our team has” for “You’ll benefit from”.
4. Outdated designs (and no mobile optimisation)
Let’s be blunt — if your website still has a spinning logo, loads slowly, or isn’t mobile-friendly, it’s sending the wrong message. Users associate a clunky website with a clunky business. In 2025, over 70% of people will visit your site from a phone first. If your layout isn’t responsive, you’re losing leads without even realising it.
Quick fix: Load your website on your phone and try to make a booking or find contact details. If it takes more than a few taps, that’s your sign.
5. No SEO basics in place
We’re not talking about a massive search marketing campaign — just the simple stuff. We noticed heaps of local sites with missing meta titles, no page descriptions, and zero use of location-based keywords. If you’re a “Geelong plumber” or “Ocean Grove graphic designer”, those words should appear in your site content.
Quick fix: Google your business type + location. If you’re not on the first few pages, your site likely needs some keyword TLC.
6. Stock photos everywhere
We get it, not every business has the budget for a professional photographer. But sites filled with generic stock photos tend to feel inauthentic. They don’t build trust, and they certainly don’t help you stand out.
Quick fix: Even one photo of your real team, workspace or product in action makes a big difference. If that’s not possible, choose stock images that feel natural, warm and on-brand — and use them sparingly.
7. Missing trust signals
Would you hire someone without checking reviews first? Neither would your clients. Many Geelong business sites are missing easy credibility builders like Google reviews, testimonials, case studies, or even social proof like logos of brands they’ve worked with.
Quick fix: Add a ‘Reviews’ or ‘Why choose us’ section to your homepage. Link out to your Google profile if you have one — it helps build both trust and local SEO.
So what does a high-performing website actually do?
A good website:
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Tells your story in a way that resonates with your ideal customer
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Loads fast and looks great on all devices
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Is easy to navigate, with clear calls to action
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Builds trust through design and content
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Brings in traffic from Google (without needing a big ad budget)
At Evolution, we’ve spent 25 years helping businesses in Geelong and beyond get this right. Whether you’re starting fresh or ready to refresh what’s already there, we can help make sure your website does more than just exist — it performs.
Want a second opinion on your site?
If you’re not sure where to start, let us take a look. We offer website reviews with no obligation — just honest feedback on what’s working, what’s not, and what you could tweak for better results.
Let’s build your digital presence together
If your business needs more than just a website, Evolution Design Agency is here to help. We craft complete digital strategies that include web design, SEO, branding, and marketing, all tailored to the unique needs of Geelong businesses. Let’s create something powerful together.
Get in touch today or call 03 5222 3328 to start building a digital presence that works for you!
Written by: Rosie Lorimer / Image credits: unsplash.com