10 Common Website Mistakes NZ Businesses Make (And How to Fix Them)

Why Your Website Matters More Than Ever

Your website is the first impression most people will get of your business. It's also your hardest-working salesperson, operating 24/7. So when it’s clunky, unclear or simply outdated, you're leaving money on the table. In 2025, with more New Zealanders searching and buying online, having a smart, user-focused website isn’t a luxury. It’s essential.

Click here to get a free audit on your website and find out what could be improved.

1. Ignoring Mobile Users

Over 70% of NZ web traffic now comes from mobile. Yet many business websites still look great on desktop and break on a phone. One of our clients, Industry DJ School, saw a 200% increase in sales after we redesigned their mobile experience.

Fix it: Make sure your site is mobile responsive and easy to use with your thumb. This goes beyond resizing — it's about rethinking layout and flow for smaller screens.

2. No Clear Call to Action

If your homepage doesn’t guide visitors on what to do next, you're losing leads. Too many NZ websites bury their CTAs or scatter them across unrelated pages which is unfortunately, a very common website mistake.

Fix it: Every page should have a clear purpose and a single, strong call to action — from "Book a Free Consult" to "Shop Now".

3. Slow Load Times

A delay of even two seconds can cause visitors to bounce. Google's algorithm now prioritises performance, and Kiwi users expect speed.

Fix it: Compress images, reduce scripts, and host your site on a fast NZ server. Tools like Google PageSpeed Insights or GTmetrix will show you where the bottlenecks are.

4. Poor UX and Navigation

If visitors can’t figure out how to get to your pricing, services or contact details, they’ll leave. Many sites feel like they were built for the business owner, not the customer.

Fix it: Use user testing or heatmaps to see how real people interact with your site. Then simplify. Your navigation should be clear, minimal, and intuitive.

5. Outdated Design

If your website still looks like it was made in 2016, people will assume your business is stuck there too. First impressions count — and poor design erodes trust fast.

Fix it: Keep your design modern, on-brand and consistent with your visual identity. Invest in UI/UX, not just templates.

6. No SEO Strategy – a Common Website Mistake

A good-looking site means nothing if nobody sees it. Many New Zealand businesses forget to optimise their content, tags, and structure for search.

Fix it: Start with keyword research. We use tools like Google Keyword Planner and Google Trends to identify what your customers are searching for. From there, optimise pages with on-page SEO and build authority through backlinks.

7. Trying to Say Too Much

A cluttered homepage full of jargon and long-winded mission statements is a conversion killer. Most visitors decide if they'll stay on your site in the first 5 seconds.

Fix it: Lead with clarity. Say what you do, who it's for, and why it matters — fast. Use plain language, avoid waffle, and keep your core messages front and centre.

8. No Trust Signals

Would you buy from a site with no reviews, no photos, and no proof of success? Your customers won't either.

Fix it: Add testimonials, logos of brands you've worked with, case studies, and guarantees. For example, our SEO work with Chatty Chums helped position them as a trusted authority, resulting in their blog content outranking national publications.

9. DIY Platforms With No Strategy

DIY websites like Wix or Squarespace can look good on the surface. But behind the scenes, they often lack the SEO structure, conversion flow, and performance needed for serious growth.

Fix it: At minimum, bring in a strategist to map out your site's user journey and content structure. If your business is growing, move to a custom WordPress or Webflow build that scales with you.

10. No Ongoing Optimisation

Your website isn't a one-and-done project. It's a living, evolving tool that should change as your business does.

Fix it: Set up regular check-ins — monthly or quarterly — to review site performance, test new ideas, and refine based on data.

Ready to Upgrade Your Website?

The difference between a website that looks nice and one that actually drives business comes down to strategy. At TopTalent, we design for conversion, optimise for search, and build for growth. Want a second opinion on your current site? Let’s talk.

How to Choose a Web Designer in NZ

The right web designer will elevate your brand, sharpen your digital strategy, and increase conversions. The wrong one will leave you with an expensive online poster no one wants to use.

Before I get started on any web design project, I ask every client what they actually want from their site. If you’re a business owner in New Zealand, choosing a web designer is more than a creative decision, it’s a commercial one. Your website isn’t just a design project. It’s a sales tool, a lead generator, a customer experience portal. And in 2025, it needs to work flawlessly on mobile, load instantly, and reflect your brand’s credibility at a glance.

So how do you choose a web designer in NZ? Follow these rules:

Prioritise UX and UI, Not Just “Design”

You’ll hear a lot of designers talk about aesthetics. But looks aren’t enough. What you really need is a designer who understands both UX (User Experience) and UI (User Interface).

UX is about how users move through your site. It’s strategy, structure, and flow. UI is how that strategy comes to life visually — colours, typography, layout. Together, they shape how people feel when using your site and how easily they can achieve what they came for.

As someone who builds websites and optimises them for search engines, I have beef with web designers who purely design for aesthetics. Like are you really going to rely solely on outbound marketing to generate your leads and sales? Don't you want your website to also churn out hot leads browsing the web?

But then I remind myself that if it weren't for them, I wouldn't have so much work lined up..

The trick to getting both a well designed website and an inbound marketing asset is to approach a search engine specialist before you hit up your designer to draw up the first web design draft. It's so much easier for your web designer to incorporate vital on-page seo from the get go rather than having to jam headers and content into an existing work of art – your web designer will also thank you for it.

If your web designer includes multiple mockups as part of their service then it's less of an issue and a good sign that they know what they're doing. However, if they're not asking about your audience, your sales funnel, or your business goals, they’re not doing UX. They’re decorating. Red flag.

Ask About Mobile-First and Responsive Design

Over 70% of New Zealanders now browse primarily on mobile. That means responsive design isn’t optional — it’s the baseline.

At TopTalent, we’ve worked with platforms like Chatty Chums, where we weren’t responsible for the original desktop version but were brought in to fix responsive issues for iPad and tablet devices. That’s often where DIY or offshore-built websites fall short — they might look fine on a laptop but break completely on mobile.

Your designer should test your site across a full range of breakpoints: mobile, tablet, laptop, and widescreen. If they can’t show you working previews on each, don’t proceed unless you're aware it's going to cost extra or if you have someone else lined up to do that work for you. I have worked with some amazing web designers who primarily focus on desktop web design to capture the feel and flow of a brand, leaving me to design the mobile and tablet layouts – but that's only because I can design for other devices – not many web developers can do that, and to it well.

Look at Past Work — But Ask Smart Questions

Don’t just scan a portfolio and assume quality. Ask:

• Did the website convert visitors into customers?

• How did it perform across mobile and desktop?

• Was the project custom or based on a template?

• What CMS (Content Management System) is it built on?

We worked with Industry DJ School, a niche education brand in Auckland, and redesigned their website to prioritise performance, mobile experience and clear booking paths. Within 12 months, their online sales had increased by over 200%. That kind of data matters more to them than pretty design (but it also looks pretty good if I do say so myself..).

Red Flags to Watch Out For

• No clear discovery process: If they don’t ask about your goals, customers, and content plan, they’re just pushing pixels.

• They only offer visual mockups: Modern web design should be collaborative, strategic, and built around your business — not just flat images.

• They insist on full payment upfront: Most pros charge in milestones.

• No SEO consideration: If they're not thinking about H1s, site structure, or load time, they're not thinking about your Google rankings.

• No responsive design: If they haven't mentioned mobile or tablet design in their package then they probably won't even do it or will charge you more for it.

Should You Hire a Freelancer or an Agency?

Freelancers can be great if you have a tight budget and clear direction. But most businesses need more than one skillset: strategy, UX, copywriting, SEO, development. That’s why working with an agency (like TopTalent) often delivers more value. You’re not just hiring a designer, you’re hiring a team.

How to Choose a Web Designer in NZ & Where to Find Them

New Zealand has no shortage of web designers, but knowing where to find the right one for your business is key. Your options typically fall into three categories: platforms, freelancers, and agencies — each with pros, cons, and very different outcomes.

Freelancers

Freelance web designers are common in cities like Auckland, Wellington and Christchurch. You’ll find them on platforms like Upwork, The Freelance Village, The Creative Store or through local Facebook groups such as NZ Business Network. Freelancers can be cost-effective for basic builds or one-off landing pages, but quality varies. Look for a strong portfolio and local experience — ideally someone who understands New Zealand’s market, not just how to use a template.

Design Agencies

Boutique and mid-sized agencies offer a more strategic approach, often combining design with SEO, UX, development and content. Agencies like TopTalent, Ph Digital, and Nettl are built for businesses that want results, not just aesthetics. If you’re after performance, scalable design, and ongoing support, an agency gives you a team — not just a designer.

DIY Platforms

For ultra-lean startups, platforms like Squarespace, Wix, and Shopify can be a good stopgap. Just be aware that these tools are built for ease, not performance. Many clients come to us after outgrowing DIY platforms, realising they need a more robust and conversion-focused website once their business starts scaling.

Local Marketplaces

Don’t overlook WeCreate, Design Assembly, or even NZ’s Yellow and Oneflare directories for vetted web design professionals. These platforms allow you to filter for local experience, industry knowledge and reviews from other Kiwi businesses.

Finding a designer who knows the New Zealand audience — what converts, what performs on mobile, and what search behaviour looks like here — is far more valuable than choosing someone overseas based on price alone.

Choosing a Web Designer Is a Business Decision

Think of your website as a salesperson who works 24/7. The right designer doesn’t just make it look good. They make it perform.

Before you sign off, ask yourself:

• Do they understand my goals?

• Can they show measurable results?

• Are they solving problems or just selling a service?

If you’re not getting confident yeses across the board, keep looking.

Need a Web Designer Who Gets Business?

We design high-performing websites for ambitious NZ brands. If you're tired of slow sites, generic templates or underwhelming results, let’s talk. We'll show you what strategy-first web design really looks like.

How Google Search Works in 2025

If you’re relying on SEO to drive traffic, you'll want to get up to speed on the latest Google search algorithm changes. It’s not just about keywords and backlinks anymore. The algorithm is evolving faster than most agencies can keep up, and the rules that applied even six months ago might already be outdated.

In 2025, Google’s algorithm is guided by experience signals, multi-modal search behaviour, and verified authority, which is all driven by AI systems that understand your content the way a human expert would. That means NZ businesses need to be sharper, more strategic, and far more consistent.

If you want to get a head start with your SEO & google search rankings then click here to request a free site audit, seo strategy and estimate from our team.

The 2025 Google Search Landscape

As of April 2025, Google processes over 120,000 queries every second. And thanks to AI advances, most of those searches are now interpreted contextually — not just through keywords, but through tone, media format, and author reputation.

If you haven’t updated your content approach since 2023, you’ve probably already noticed a sharp decline in traffic. Here's what’s changed:

Major 2025 Updates You Need to Know

March 2025 Core Update

This was the biggest quality filter in how Google search works in 2025 since Helpful Content. Sites using bulk AI content without human review were pushed down hard. Pages demonstrating real-world product usage or first-hand insights performed significantly better.

Project Omega (Jan 2025)

Omega is Google’s new AI-powered engine that interprets text, image, and video in a single query. It now powers 85% of all searches, especially for visual questions and how-to guides.

EEAT 2.0 (Feb 2025)

Experience, Expertise, Authoritativeness and Trustworthiness are still critical, but now, contextual authority matters more than your domain name. For local searches, verified business status is a ranking factor for over 40% more queries compared to last year.

How Google Processes a Search Query in 2025

Let’s break down the path your website content takes inside Google’s ecosystem, and what actually determines who shows up where.

1. Crawling: The Smart Allocation Era

Googlebot has become ruthless in how it uses crawl resources. Sites with active updates and diverse sources get scanned more often. Stale pages that haven’t changed in over six months often get deprioritised, or skipped altogether.

Content is now quality-checked before full indexing. If your page lacks citations, depth or clarity, it may never be fully indexed in the first place.

2. Indexing: Tiered by Trust

Google’s new index is layered. First-hand experience ranks highest, followed by expert analysis, with aggregated summaries coming last.

Video and image content are now fully cross-referenced with your written content. A strong product video can lift your written guide, and vice versa. The more consistent and connected your media, the better your content performs.

3. Ranking: Welcome to Gemini AI

Gemini is Google’s real-time, AI-powered ranking brain. It favours sites that provide consistent value across multiple formats, and not just long blogs, but well-structured guides, media galleries, and verified author signals.

2025 Ranking Factors to Watch:

• Contextual Authority Score: How comprehensively your site covers a topic

• Multi-Modal Engagement: Pages that combine readable copy, visuals, and video now win more complex queries

• Verification Signals: Author credentials, business registrations, and consistent social proof are all used as trust signals

How Google Search Works in 2025: What Works — And What Doesn’t

Winning Strategies

• Content Hubs with 10 or more interlinked articles covering a core topic

• First-Hand Expertise presented in real, test-based content

• Dynamic Updates: Refreshing content monthly improves visibility more than ever

Dead Weight Tactics

• Generic roundups and outsourced blog spam

• Product pages that only repeat spec sheets

• Local listings without real engagement (think: no new reviews, no updates, no photos)

Preparing for What’s Next

Google is already testing two major changes for late 2025:

• Real-Time Indexing for some query types, where results update constantly as new information becomes available

• Personalised Authority Scoring, using your professional background, public bios, and third-party mentions to influence rankings

That means your brand, your team, and your business footprint online are now part of your SEO strategy.

Need to Rethink Your SEO?

At TopTalent, our 2025 SEO audits go far beyond keyword rankings and page speed. We assess your site against the same frameworks used by Google’s quality raters so you know where you stand and what needs to change.

Want to rank higher without chasing every trend? Let’s talk about future-proofing your SEO the smart way.