If you own a brick-and-mortar business, you know about the importance of accessibility. As stated in the Americans with Disabilities Act (ADA), privately owned business establishments must make accommodations where possible to ensure accessibility for disabled individuals. This consists of anything from installing wheelchair ramps and door opener buttons to providing auxiliary aids and services for customers with vision, hearing, and speech disabilities.

One of life’s great contradictions is that you can have too much of a good thing. It’s something we all experience from time to time—too much dessert, an overplayed song, too many back-to-back reruns of “Cheers.” The point is, more isn’t always better, particularly if it’s more of the same.

Has your business website converted to HTTPS? No? Here’s another question: Do you like getting traffic on your website? Because if you haven’t converted to HTTPS, you’re about to lose a lot of it—in fact, you may have begun to already.

As a small-business owner, you want your company’s website to be appealing, functional and reflective of your brand. But as you make website design choices, it’s important to not lose sight of your ultimate goal: gaining new customers. While there’s no single solution for turning a curious web browser into a client, small-business owners can take proactive steps to increase the likelihood that their website visitors will become leads.