We’ve all been there. Whether starting from scratch or refreshing a tired brand, once our website is ready and live, we sit back, satisfied, pleased with a job well done. That’ll transform the business, we tell ourselves. It’ll be top of the search engine rankings in next to no time. Sales will go through the roof.
In reality of course, it doesn’t work that way. Aside from all the work you have to do in making sure your potential customers even find your site in the first place, let’s look at a few reasons why the site itself may be letting you down.
We judge websites using several criteria including copy, design, quality and how easy it is to use. If something is off, we not only won’t take the desired action, we probably won’t return to the site – a whopping 61% of us according to Google. Read on for a few common pitfalls:
No calls to action
So someone has found your landing page and read a few lines of the copy. But they won’t stick around without a reason – giving visitors a clear idea of what you want them to do, a Call To Action (CTA), is essential to keep them on your site. So be direct. Tell them to ‘Subscribe Now’ if you want more email newsletter subscribers or ‘Add to Basket’ if you want them to buy something. Place the call at or near the top of the page. Spread CTAs throughout your site – and make it easy for them to contact you, whether that’s a call, email, message or form.
Don’t let a wacky design ruin your customer’s experience on your website! Visitors expect to be able to find their way around easily so keep your site layout and design simple, and offer a solution to their problems.
Too much or too little content
Our online attention spans are short. You only have a few seconds to make a good first impression and convert a visitor into a customer. If the copy doesn’t resonate with them, either in tone or content, they won’t feel like it was aimed at them. Vague details, typos and bad grammar make an even worse impression, so consider investing in a copywriter to keep your visitor focused and engaged, rather than distracted or put off by spelling mistakes and a lack of clarity.
Describe your product or service as the answer to a common problem faced by your prospects. Reflect your target market’s tone, style, interests, behaviors and be as technical or as laidback in your language as they are. Proofread and edit your work before publishing, or hire someone to do it for you. When content resonates with people, they feel more engaged with the brand and are more likely to want to learn more.
Not optimised for mobile
Mobile and tablet browsing account for 54% of the market share of internet traffic in the UK, so a responsive mobile site is critical. If your customers end up accessing a desktop site from a mobile device it’s game over. Make sure your website is optimised for all devices so you don’t lose customers to competitors with more user-friendly sites.
Take a long hard look at your website. It needs to stand out from the 200 million active sites online these days. Does it represent your brand in the best possible way? If not, it might benefit from some of our recommended quick fixes. Or it might be time for a website re-design. Either way it’ll need ongoing TLC to keep it current. At Instinct Marketing + PR we have years of experience crafting compelling copy for client websites—and we’ll do the same for you! Contact us today to find out how we can help.