From speed issues to hidden contact forms, here are the blind spots seen most often in Australian businesses and the practical ways leaders can start fixing them.
When business leaders review their company’s website, the focus usually stops at the surface. If it looks polished and the main pages load without issue, the site is often considered “good enough.”
But first impressions can be misleading. Beneath the design, there are small details that quietly decide whether a visitor stays, explores further, or leaves altogether.
From how quickly the site loads to how easy it is to use on a phone, these elements are often overlooked — yet they shape the way customers judge credibility and decide whether to make contact. In this article, I’ll share the blind spots I’ve seen most often in Australian businesses, why they matter, and the practical ways leaders can start spotting and fixing them.
Blind spot #1: Website speed and performance
It’s easy to judge a website by how it looks, but customers notice something else first — how fast it loads. A site that takes more than a few seconds to appear quickly tests people’s patience and creates doubt about whether the business is reliable.
Speed isn’t just about convenience. Search engines take it into account when ranking sites, and visitors are quick to abandon pages that stall. Even if your content is strong, slow performance means many people will never see it.
The good news is that performance issues are usually fixable with regular checks and small adjustments, from compressing images to ensuring your hosting can handle demand.
Blind spot #2: Mobile experience
Most people in charge of reviewing a website do it on a desktop, but that’s not how customers usually arrive. For many industries, more than half of visits now come from mobile devices. If a site looks sharp on a large screen but is clunky on a phone, valuable enquiries are lost before they even start.
Tiny buttons, hard-to-read text, or layouts that don’t adapt properly frustrate users and push them elsewhere. A mobile-friendly experience has become a basic expectation for customers who want quick answers on the go.
Checking the site on different phones and tablets is one of the simplest ways to see it from the customer’s perspective.
Blind spot #3: Navigation and structure
A website can look professional yet still leave visitors feeling lost. When information is buried under layers of menus or scattered across too many sections, customers struggle to find what matters most. That frustration often leads them to abandon the site altogether.
I’ve seen this first-hand in a project where a business had hundreds of pages of content but no clear hierarchy. At first glance the site looked polished, but customers dropped off because the pathways weren’t obvious. Restructuring the navigation around the questions customers were actually asking changed the way people used the site and made enquiries far easier.
A useful test is to ask: can someone unfamiliar with our business quickly find what they came for? If the answer isn’t a clear yes, the navigation needs attention.
Blind spot #4: Content relevance and clarity
Having pages in place isn’t the same as answering the questions customers actually have. Too often, websites talk about the business in broad terms but fail to provide the details people are looking for, such as pricing signals, service scope, or proof of experience.
When content leaves gaps, visitors make their own assumptions and may decide to look elsewhere. Clear, relevant information builds trust and gives customers the confidence to take the next step.
You can test this easily by asking staff outside the marketing team or a trusted colleague to find specific answers on the site. If it takes more than a couple of clicks, the content needs refining.
Blind spot #5: Calls to action and conversion pathways
Even when a website looks good, loads quickly, and features clear content, it can still fall short at the moment that matters: converting a visitor into a lead.
I’ve seen cases where enquiry forms were hidden at the bottom of long pages or contact details were buried in the footer. Visitors had the intent to reach out but left instead, simply because there wasn’t an obvious next step. After bringing enquiry forms to the forefront and making buttons more visible, those businesses saw a noticeable lift in responses almost immediately.
Clear buttons, short forms, and obvious next steps give visitors confidence and make it easy for them to take action. Small changes in visibility often make the difference between a casual browse and a new enquiry.
How to audit your website like a customer
Spotting these blind spots doesn’t require deep technical knowledge. You don’t have to run every check yourself; a team member or even someone outside the business can do it, but it helps to know what to look for.
- Check load speed on different devices to see if pages appear quickly.
- Browse the site on a phone and make sure buttons, forms, and text are easy to use.
- Act like a new customer and try to find three key details, such as pricing, services, or past work. Count how many clicks it takes.
- Confirm there are clear next steps on every main page, like an enquiry button or a call option.
- Ask someone unfamiliar with the business to do the same and share their feedback.
Making sure these checks are carried out often uncovers small adjustments that can have a big impact on enquiries and customer trust.
A company’s online presence is often judged long before a conversation with the sales team ever happens. Speed, mobile usability, navigation, content, and calls to action all shape how customers experience the business.
The gaps are usually easy to miss from the inside but obvious to visitors. Regularly reviewing your website with fresh eyes or asking a trusted agency to assess it can uncover blind spots and turn them into opportunities for growth.
When business decisions depend on trust, small improvements online can make the difference between a visitor leaving and a customer getting in touch.
Mackey Kandarajah is the Founder and Marketing Tech Specialist at Spark Interact
Keep up to date with our stories on LinkedIn, Twitter, Facebook and Instagram.
