Four Big Creative Business Website Mistakes

Building a website for your creative business seems simple, right? You post some information about what you do and add “buy now” or “sign up” buttons.

But there are some blunders that are surprisingly common.

Avoiding these four mistakes will set you apart from the competition and well on your way to growing your business.

Number One: Why should someone choose you?

One of the biggest issues with many business websites is failing to communicate their value proposition clearly.

A value proposition is a clear and concise statement explaining the unique benefits your product or service offers customers.

A strong value proposition highlights what makes your business stand out, how it solves a problem or fulfills a need, and why it’s valuable to your target audience. It’s often the first thing potential customers should see on your website, helping them quickly understand the value your business brings to them.

It answers the question, "Why should someone choose your business over competitors?"

Some examples:

Billie: “Razor blades built for women at half the price.”
Billie focuses on creating high-quality razors specifically designed for women, emphasizing affordability and a product tailored to their needs.

Stitch Fix: “Personal styling for every body.”
Stitch Fix emphasizes personal styling and body inclusivity, offering women clothing recommendations based on their size, preferences, and lifestyle.

Glossier: “Skin first. Makeup second.”
Glossier focuses on natural beauty and skincare, providing women with products that enhance rather than cover, promoting a fresh, effortless look.

To write a great value proposition, focus on solving your customer's problem, highlight what makes you unique, be clear and concise, emphasize specific benefits, make it customer-centric, appeal to emotions, and continuously test and refine your message.

Number Two: Does your website look good from all angles?

Another common problem is a lack of mobile optimization.

65% of users browse and shop from their phones, and a website that doesn’t function smoothly on mobile devices can drive potential customers away.

Ensuring a mobile-friendly design is essential to providing a positive user experience and keeping visitors engaged.

Platforms like Squarespace and Shopify make it easy to toggle between desktop and mobile views for editing. Take the time to align blocks and images so they flow well on all devices, and avoid animations and pop-ups unless you’re certain they translate well to mobile.

Number Three: Can we trust you?

Trust signals are also often missing from business websites.

Elements like customer reviews, testimonials, certifications, or security badges help build credibility. These signals reassure visitors that your business is trustworthy, making them more likely to engage or make a purchase.

Examples of trust signals include:

Customer Reviews and Testimonials: Positive feedback from satisfied customers helps build confidence in your product or service.

Security Badges: Icons that indicate secure payment gateways (e.g., SSL certificates, Stripe, VeriSign) show that transactions are protected.

Media Mentions or Awards: Displaying mentions in well-known media outlets or industry awards adds credibility.

Visible Contact Information: Clear, easily accessible contact details show transparency and openness, making visitors more comfortable.

Money-Back Guarantee or Return Policy: Offering a risk-free experience reassures potential customers that they can change their minds if needed.

Social Proof (e.g., Social Media Followers or Engagement): A strong following or active engagement on social media suggests that your business is popular and trustworthy.

Number Four: What do you want from me?

Finally, many websites fail to include clear calls to action (CTAs). A strong CTA guides visitors to what to do next, whether it’s making a purchase, signing up for a newsletter, or contacting the business.

Without clear and strategic CTAs, businesses miss opportunities to convert visitors into customers.

Some examples:

“Get Started Today” – Encourages immediate action for signing up or starting a service.

“Shop Now” – Direct and to the point, this CTA works well for e-commerce businesses to drive purchases.

“Book Your Free Consultation” – Ideal for service-based businesses, offering something valuable without a commitment.

“Download Our Free Guide” – Used in content marketing to provide valuable information in exchange for contact details.

“Subscribe and Save 10%” – Entices customers to sign up for newsletters with a clear benefit.

“Claim Your Free Trial” – Works well for SaaS businesses, offering potential customers a risk-free trial.

“Join Our Community” – Encourages users to engage more deeply by becoming part of a community, whether on social media or through a membership.

“Sign Up for Exclusive Offers” – Incentivizes users to join an email list with the promise of exclusive deals.

“Contact Us Today” – A simple and direct CTA for businesses focused on generating inquiries or service bookings.

You might think the next step is obvious for your customer, but it’s vital to have at least a few people test the site so you can learn where the gaps are in the user experience and where clarification is needed.