A website that looks good but doesn’t bring in leads is like a billboard in the desert—nice to have, but no one’s seeing it, and no one’s acting on it.

If you’re in a service-based or B2B business—HVAC, landscaping, CNC, trades, or consulting—you’ve probably put time (and money) into your website. But you might still be wondering:

Why aren’t more people filling out the form? Why aren’t the phones ringing?



In a recent conversation between marketing strategist Jake Mooney and SEO copywriter Jef van de Graaf, they uncovered the root of this issue: most business websites are built to look polished—not to convert.

Let’s unpack the real reasons your site might not be converting—and the changes that actually move the needle.



Your Call-to-Action Isn’t Clear (or It’s Not There at All)

The single most repeated pattern Jef sees across industrial and service websites? Buried or missing calls-to-action.

Once they rolled out this change across all landing pages, the business saw a noticeable uptick in inquiries. Same services. Same traffic. But easier to act.

Takeaway: Make your next step obvious and frictionless. Whether it's a short form, a phone number, or a scheduler link, it should be immediately visible.

Generic Pages Don't Convert—Clarity Converts

Too many service businesses list everything on a single “Services” page, or bury key info under vague headlines like “What We Do” or “Solutions.”

Jef’s approach: separate every core offering into its own landing page. Why? Because people search and decide based on specific needs, not general categories.

This one shift—splitting up service content by intent—helped one of his B2B clients double their lead flow over a single quarter.



And it doesn’t just help SEO. It helps sales.

You’re Talking About Yourself—Not Their Problem

Jake and Jef riffed on a classic trap: when websites lead with “We’ve been in business for 27 years” and “Meet our team” content that doesn’t speak to a customer’s need.

Instead, show the visitor that you understand their world.

Jef’s advice: embed short videos or stories showing your team on the job solving real problems.

“One client shot a quick video explaining a recurring system failure they fix—posted it as a short. No editing, just real talk. That video helped conversions go up because customers saw someone who understands their problem.”

You’re Ignoring Urgent Buyers

Not all traffic is top-of-funnel.

Jake made a key point: many leads come in when something breaks. A system fails, a client panics, and someone on the team googles a solution.

To capture those opportunities:

• Add a phone number and hours of operation in the header
  
• Include location-specific trust signals (e.g. “serving GTA for 12+ years”)
  
• Reinforce what kind of urgent issues you handle
  
  

It’s about reassuring them: you’ve seen this before, and you can fix it.

Proof Wins—Especially in High-Stakes B2B

Trust is earned through proof, not just claims. That’s especially true in complex or expensive service industries.

Jef shared an example where a client’s geolocation landing pages weren’t working until they added real job stories and on-site video from those cities.

Those small additions—photos, customer quotes, jobsite video—turned flat pages into assets that actually converted.



A Few Technical Fixes Can Make a Big Difference

Sometimes conversion isn’t about content—it’s about performance.

If your site is slow, mobile-clunky, or confusing to navigate, visitors drop off before they ever get to your call-to-action.

Jef recommends:

• Use pop-up modals for video so your page loads fast
  
• Cut unnecessary animations or sliders
  
• Test forms across mobile and desktop
  
• Avoid embedding five YouTube videos on one page
  
  

You’re Not Tracking What’s Working

Neither Jake nor Jef are fans of endless spreadsheets or overbuilt dashboards. But both agree: if you’re not checking where your leads are coming from, you’re flying blind.

Don’t overthink analytics. But do make sure:

1. You know which pages convert best
   
2. You’ve got a way to track form submissions or calls
   
   

You revisit what’s actually working every quarter

You Don’t Need More Traffic—You Need Better Conversion

If your site is already getting some traffic, the best ROI may not come from ads or new blog posts—it might come from simplifying your pages and fixing conversion basics.

Reworking your structure, calls-to-action, and proof points can do more than a 3-month ad campaign if your site isn’t already converting well.

Want to explore how your website could convert better?

Jake and Jef have helped dozens of B2B and industrial companies fix their websites—not with gimmicks, but by focusing on what customers actually want to see.