The Top 5 Website Mistakes I See (And How to Fix Them)
Mission-driven businesses and nonprofits are often too busy doing incredible work to spend time nitpicking their websites. But here’s the truth: even the most impactful causes need a well-optimized digital presence to thrive.
At Rooted Reach, we audit dozens of websites every year, and across industries, we continue to see the same website mistakes.
The good news? Most of these issues are fixable without a complete overhaul.
Here are the top five website mistakes I see (plus how to fix them to improve your SEO, user experience, and conversions).
1. Slow Load Speeds (Especially on Mobile)
Why it matters: Google uses site speed as a ranking factor. If your site takes more than 3 seconds to load, many visitors will leave before even seeing your content.
Common causes:
Large image files
Too many third-party scripts
Bloated or outdated plugins (especially on WordPress)
How to fix it:
Compress images using tools like TinyPNG or ImageOptim
Limit pop-ups, embeds, and auto-play videos
Use a performance-focused theme and enable lazy loading
Check your site’s speed at PageSpeed Insights
Bonus tip: Prioritize mobile performance—many nonprofits receive over 60% of their traffic from mobile devices.
2. No Clear Call to Action (CTA)
Why it matters: Your website should guide visitors toward a specific next step, such as donating, signing up, volunteering, or learning more.
Common signs:
The homepage just "tells the story" but doesn’t ask for action
Confusing navigation or buried donation links
How to fix it:
Add clear buttons or links above the fold ("Join the Movement," "Get Involved," "Donate Now")
Keep it simple: One primary CTA per page
Use action-oriented language
Remember: Even values-aligned supporters need a little direction.
3. Keyword Confusion (or Keyword Neglect)
Why it matters: If your content doesn’t match the words people search for, you won’t rank in Google—even if your mission is inspiring.
Common issues:
Using internal lingo instead of plain language
No keyword strategy at all
Targeting keywords that are too competitive for a small site
How to fix it:
Do basic keyword research (try Ubersuggest, Moz, or Answer the Public)
Identify 2–3 realistic keywords per page
Update page titles, headers, and copy to reflect those terms
Example: Instead of "Our Sustainability Model," try "How We Build Eco-Friendly Communities."
4. Accessibility and Alt Text Oversights
Why it matters: Accessibility isn't just ethical—it's also part of good SEO. Google rewards sites that are easy to navigate and understand.
Common issues:
No image alt text (which helps screen readers and Google)
Poor contrast or font sizes
No captions on videos
How to fix it:
Add meaningful alt text to every image (describe what's in the image, not just the file name)
Use accessibility checkers like WAVE or SiteImprove
Follow Web Content Accessibility Guidelines (WCAG)
Bonus: Accessible websites tend to perform better across the board—fewer bounces, more engagement.
5. Outdated Content or Dead Pages
Why it matters: Old content signals neglect to both users and search engines. Broken links or outdated information can reduce trust and negatively impact SEO.
Common examples:
Past event pages with no archive or redirect
Staff bios of people who no longer work there
Blog posts from 2018 with no recent updates
How to fix it:
Audit your site twice a year
Update high-traffic pages with fresh info and current stats
Redirect dead pages to active ones using 301 redirects
Pro tip: Keep evergreen pages updated, even if just with minor tweaks.
Small Fixes, Big Impact
You don’t need a massive website rebuild to start improving. Just addressing these five areas can make a meaningful difference in how your site ranks, engages visitors, and converts supporters.
If you'd like personalized help identifying and resolving these issues, I offer a complimentary mini SEO audit that includes actionable tips and an overview of what’s working and what could use improvement.
👉 Request Your Free Mini Audit
Your mission deserves to be seen. Let's make sure it is.