Tools change. Mistakes repeat. These ten still show up on audits in 2026, after more than a decade of reviewing service and local business sites.

1. Homepage says everything and nothing

Clever slogans without a clear offer or area. Fix: plain language above the fold.

2. Too many equal calls to action

When everything is important, nothing is. Pick one primary action per view.

3. Contact buried in the footer

Ready buyers should not hunt. Keep phone and enquiry visible on mobile.

4. Forms that feel like paperwork

Optional fields dressed as required. Cut until responding is easy.

5. Proof parked far from the ask

Reviews and work examples belong next to decisions, not only on a vanity page.

6. Desktop design squeezed onto phones

Tiny taps, horizontal scroll, menus that hide the point. Design mobile first.

7. Slow hero media

Huge images and sliders that delay content. Speed is part of the experience.

8. Navigation stuffed with everything

Crowded headers create anxiety. Keep routes short; let pages do the explaining.

9. No measurement

Without analytics you redesign on vibes. Ship tracking, then improve with evidence.

10. Launch and leave

Sites drift. Content ages. UX debt stacks. Ongoing care beats a one-off redesign cycle.

If several of these feel familiar, you are not alone. Forma exists to remove them: clearer paths, faster pages, and data after launch, from £39 a month with no upfront fee.