Obvious usability failures get caught. Broken links, unreadable text and buttons that do nothing rarely survive to production. The decisions that cost real money are the ones that look perfectly sensible in a design review.

They share a pattern: each one shifts a small amount of effort from the business to the visitor. Individually none of them feel significant. Collectively they are the difference between a page that converts and one that does not.

The five below account for most of the conversion loss we see on Indian business websites, across sectors and price points.

Forms that ask for everything. Company size, budget range, how you heard about us, and a message box, all before a first conversation. Every field you add is a reason to abandon. Collect what you need to make the first call and gather the rest during it.

Headlines about aspiration rather than service. Empowering your digital journey tells a visitor nothing. The businesses that convert say what they do, for whom, and where, in the first line.

Contact details in the footer only. If the fastest way to reach you requires scrolling to the bottom of every page, you have made calling you a task.

Mobile as an afterthought. Layouts signed off on a large monitor routinely produce cramped forms, tiny tap targets and truncated headlines on the phones most visitors actually use.

No pricing signal anywhere. Visitors who cannot form any sense of cost frequently leave to find a competitor who will tell them. A range with the factors that move it is enough.