The website is up and running, the ads are running, traffic shows up in the reports—but there are no leads. This is a common situation, and there’s almost never just one reason for it. Below are the seven most common places where the sales funnel “leaks,” listed in order from the most common.
1. The traffic isn't right
The first thing you should check isn’t the website itself, but who’s visiting it. If you make custom kitchens and half of your visitors came in response to a search for “DIY kitchen,” no design will result in conversions.
Check your analytics to see which search terms people are using to find you and how much time they spend on the page. A bounce rate higher than 80% with normal site speed is almost always a sign that the search query and the content don’t match.
2. It's not clear what you're selling
A visitor has just a few seconds to figure out if they've come to the right place. The first screen should answer three questions: What is this, who is it for, and what should I do next?.
Abstract headlines like “We’re Building the Future” don’t do that. “Custom Kitchens in Kyiv in 30 Days” — that does.
3. There is no obvious next step
A common mistake: having only one button at the bottom of the page. A person who has decided to place an order shouldn't have to search for where to click.
- A button on the first screen.
- A recap after each major section—after the services, after the case studies, after the prices.
- One key scenario: If a page features “Order,” “Subscribe,” “Download Price List,” and “Call” all at once, the choice becomes unclear, and the user ends up doing nothing.
4. The form is too long
Every extra field reduces the number of applications. For the first contact, a name and phone number are enough. Job title, company name, budget, and comments are things you can easily find out during the conversation.
Be sure to check the obvious: does the form actually work? We regularly come across websites where emails have been ending up in spam for months, yet the owner believes there’s “no demand.”
5. The website is slow
According to Google, the likelihood of a bounce increases more than threefold when load time increases from one to five seconds. On mobile, where half of all traffic occurs, this is critical.
What to check first: image file sizes, the number of third-party scripts, and whether the layout shifts while the page is loading. For more details on the technical aspects, see the article on SEO Preparation of the Website Before Launch.
6. There is no evidence
The promise of “high quality and on time” doesn’t work, because that’s what everyone says. What works is concrete evidence:
- cases with numbers and strings;
- real photos of the team's work instead of stock images;
- reviews that include names and links;
- Clear terms: how much it costs, what's included, and what happens next.
A Special Note on Prices
A page with no price indication filters out part of the audience before they even make an inquiry. If you can’t give an exact price, provide a price range or a sample calculation—this builds trust while filtering out non-targeted inquiries.
7. The mobile version was created "just for the sake of it"
Most interactions take place on a phone, but people usually check the website on a desktop. Typical issues that are only visible on mobile:
- the button extends beyond the screen or is hidden behind a fixed block;
- horizontal scrolling across a single wide element;
- small text and buttons that are hard to tap with your finger;
- a form that is covered by the keyboard.
Where to Start the Audit
The procedure that yields results the fastest:
- Check to see if requests are coming through. Send a test request from your phone.
- Check the report by device: if the conversion rate on mobile is significantly lower, the problem lies with the mobile version, not with the offer.
- Check the first-screen load speed.
- Show the website to three people who aren't in your field and ask them to describe what you do in 10 seconds.
- Count the fields in the form and remove anything that isn't necessary to start a conversation.
In Brief
Applications aren’t lost at a single point, but rather bit by bit at every step: some people didn’t understand the offer, some didn’t wait for the page to load, some couldn’t find the button, and some didn’t fill out the long form. You should address these issues in the exact same order—from the entrance to the funnel all the way to the “Submit” button.
Якщо причину знайти не вдається, ми починаємо з аудиту, а далі — переробляємо сайт так, щоб він працював на заявки, а не просто був. Calculate the cost — three steps.
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