Website conversations drift toward preference quickly. Colors, layout, what a competitor did. A more useful frame is that a site has exactly three jobs, in order, and problems can be diagnosed by asking which one is failing.
Found
If people cannot arrive, nothing else matters. That means the site is reachable by search for the terms people actually use, loads quickly on a phone on ordinary data, and has pages for the specific things you do rather than one page covering everything vaguely.
A frequent failure: a beautiful single page site that mentions eight services in one paragraph. There is nothing for search to match against any of them.
Believed
A visitor decides within seconds whether this is a real, competent business. That judgment comes from evidence, not adjectives.
Real photographs of real work beat stock images every time. Named clients or projects beat claims of experience. Specific descriptions of what you do beat lists of qualities. A current year in the footer and working links beat any design detail, because a stale site suggests a business that may not still be there.
This is also where clarity about price ranges helps more than owners expect. Not full price lists necessarily, but enough that someone can tell whether they are in the right place.
Hired
The last job is to make the next step obvious and easy. One primary action, repeated. A phone number that dials with one tap on mobile. A form short enough to finish, asking only what you need to respond usefully.
The common failure is offering four equally weighted options: call, email, form, chat, newsletter. Choice slows people down. Decide what you want them to do and lead with it.
Diagnosing your own site
Traffic arriving but nobody contacting you is usually a believed problem or a hired problem. Almost no traffic at all is a found problem. Plenty of inquiries but the wrong kind is a positioning problem upstream of the website entirely.
Matching the fix to the failure keeps you from redesigning a site whose real issue was that nobody could find it.