10 mistakes that are costing you leads on your website

In B2B marketing, your website is more than a business card: it's the main point of contact where a visitor becomes — or doesn't — become a business opportunity.

If it fails at a critical point, each wasted visit translates into leads that don't reach your CRM.

In this article we will see what are the most common errors that cause your website to lose leads, how you can correct them and what SEO strategies and UX/UI you should measure to know if you are improving.

What does it mean to lose leads because of the web

Losing leads isn't just that the form doesn't work.

It's any friction that causes a user to leave without leaving their data.

An unclear message, a hidden CTA, or a slow load can cause a qualified visitor to be lost forever. In B2B, where the buying cycle is long and demand generation requires time, every lead counts.

A website without optimization for attracting and nurturing contacts Turn your investment into traffic that doesn't generate returns.

Two key areas are involved here:

1. SEO, to attract qualified visitors who are looking for what you offer.
2. UX/UI, so that these visits proceed without friction and turn into real leads.

In the next part, we explain how strategies with both approaches correct the most common errors on your website.

10 tips for detecting errors on your website

Before investing more in attracting traffic, it's key to check if your website is ready to convert those visits into real contacts.

These 10 points will help you identify the most common failures that may be causing you to lose leads without realizing it.

1. Your value proposition isn't clear

If the visitor doesn't quickly understand what you're doing and why they're interested, they won't keep reading.

Problem: Headlines that are too general or texts focused on the company rather than on the customer.

Why it matters: If you don't make it clear what you're offering and for whom, you lose their attention in seconds.

How to fix it:

• Use a simple phrase that matches What do you do + for whom + benefit.
• Add a visible button so you can take immediate action.
• Check that someone outside understands your proposal in less than 5 seconds.

2. The web loads too slowly

The charging speed It's one of the first filters to get people to stay on your page.

Problem: Heavy images, too many elements that block the load.

Why it matters: The longer it takes, the more people leave before they see your content.

How to fix it:

• Compress images and use lightweight formats.
• Check the speed on mobile, not just on a computer.
• Ask your technical team or supplier to optimize charging times.

3. Complicated navigation

A website with too many options or unclear routes causes the user to get lost.

Problem: Long menus, cluttered information, and buttons that don't guide you to the next step.

Why it matters: If you don't find what you're looking for quickly, give up.

How to fix it:

• Simple and tidy main menu.
• Visible buttons that indicate the next step.
• Organize information thinking about what the customer needs to know first.

4. Invisible buttons or buttons with generic texts

The action button is the gateway to contact. If it doesn't stand out, no one enters.

Problem: Buttons that blend with the design or with texts like “Send” that don't say anything.

Why it matters: A good CTA (call to action) guides and encourages action.

How to fix it:

• Use a color that attracts attention.
• Change “Send” to clear text such as “Request Information” or “Talk to Sales”.
• Make sure that there is a visible button in each important section.

5. Forms that are too long

Asking for too much information too soon slows people down.

Problem: Forms with too many required fields.

Why it matters: The more steps, the more dropouts.

How to fix it:

• Ask for only the bare essentials: name, email and company.
• You can ask for more information later, when you have the first contact.
• Make the form easy to fill out from your mobile phone.

6. Lack of social proof

People want to see that others already trust you before they leave their data.

Problem: Web without testimonials, real cases or customer logos.

Why it matters: Without references, the sense of risk increases.

How to fix it:

• Show customer logos.
• Use short testimonials or result numbers.
• Add simple success stories that show clear benefits.

7. Content focused on you and not on the customer

If you only talk about your company, you don't connect with the problem of the person who visits you.

Problem: Texts that begin with “who we are” or explain the company's internal history.

Why it matters: The visitor is looking for a solution to their need, not your story.

How to fix it:

• Start each section by talking about the problem you're solving.
• Explain your solution in response to that need.
• Use simple language that anyone can understand.

8. Neglected on-page SEO

A website without Basic SEO you lose opportunities because qualified traffic doesn't arrive.

Problem: Duplicate titles, generic URLs, and lack of structure.

Why it matters: Even if you have a good design, if you don't appear in relevant searches, no one will reach your website.

How to fix it:

• Make sure that each page has a unique and clear title.
• Use headings that organize the content (H1, H2, H3).
• Add descriptions and alternative text to the images.

9. Don't measure key steps

If you don't know where leads are lost, you can't improve.

Problem: Only visits are measured, but not clicks on buttons or submitted forms.

Why it matters: Without data, you don't know what works and what doesn't.

How to fix it:

• Define the key steps: visit → button click → submitted form.
• Use tools like Google Analytics to measure each step.
• Review the data regularly and adjust.

10. Poor mobile experience

More and more users are visiting B2B websites from the mobile phone. If it's not adapted, you lose opportunities.

Problem: Small buttons, unreadable text, pop-ups that cover the entire screen.

Why it matters: If it's uncomfortable to navigate, the user leaves without leaving their data.

How to fix it:

• Design with mobile first in mind.
• Use large, legible buttons.
• Do real tests on different devices.

Tools to help you identify these errors

There are simple tools that allow you to see where your website is losing strength.

• Google Analytics 4: to see which pages have the most bounce and where the funnel cuts.
• Hotjar or Microsoft Clarity: to understand how users navigate and what they ignore.
• PageSpeed Insights: to check speed and Core Web Vitals.
• Screaming Frog: to audit titles, URLs and SEO structure.

That's why it's always advisable to do a thorough audit to find out what could be holding back the flow of leads on your website.

Audits to find lead leaks

A web audit combines data analysis, user experience, and SEO to pinpoint friction points.

It's not just about reviewing design: messages, structure, speed, forms and conversion paths are analyzed.

In B2B, a well-done audit saves months of investment in campaigns that bring traffic to a page that is not ready to convert.

Your website as a channel for opportunities

The web, beyond being your cover letter, is the direct connection with potential contacts.

If it's not optimized for conversion, it's easy to invest time and budget in marketing or advertising actions that don't generate results.

Detecting and correcting these leaks doesn't require reinventing the page. Start by auditing the key points, prioritizing the most impactful improvements and measuring each change.

When your website works for you, every click has a better chance of converting into a real lead.

Novicell can help you

At Novicell, we work with B2B marketing and sales teams to make the web a real lead generation tool.

Our audits combine SEO, UX/UI and CRO to detect leaks, prioritize changes and measure their impact.

If you want to know where your website is losing leads and how to correct it, contact us and talk to our team.