6 Reasons your website isn’t working (and how to fix them)
Your website should be there to generate leads and make you money. So, when it isn’t working properly it can be hard not to feel like it’s all more trouble than it’s worth.
You might have spent a lot of time and money on a website only to be left feeling disappointed with the return, or maybe you’ve neglected your old website because it didn’t give you the results you were hoping for?
Don’t give up just yet! We’ve got six reasons why your website isn’t working and how you could fix them.
Your website is too slow!
According to research by KissMetrics, 40% of people abandon a website if it takes more than 3 seconds to load. Think about times where you’ve left a website because it was still loading.
The speed of a website is an official ranking factor for Googles Mobile First Index, so the slower your website, the less likely it is that you’ll appear at the top of a search page.
One of the most common fixes you can perform to speed up your website is making sure your images are formatted properly for the internet. If you’re uploading images straight from your 1 billion pixel DSLR camera to your website, your potential customers are going to have a long wait!
Nobody can find your website
You could have built a website that makes your competitors look like dinosaurs and while that might be great, without good Search Engine Optimisation (SEO) your customers will struggle to find you.
SEO is all about creating clear, relevant content that spells out what you are offering on your website. Making sure your house is in order and all-important features like page titles, keywords, meta descriptions, H1 tags, redirects and much more are complete makes your website findable. Unfortunately, there’s no ‘trick’ to it, it’s just about making sure all those building blocks are in place and maintained.
77% of searches are made through Google
(Net Market Share data)
Your website is not updated regularly
Think about your website as a physical shop front on the high street. You’ve got some great products inside, but you haven’t updated your sign or storefront in a while. It can look like you’ve been left behind or worse; you’ve gone out of business!
Just like your physical store, your website needs to be maintained regularly. Plugins can become outdated and pose a security risk, while content can become irrelevant and out of date, so it’s important to keep on top of all these things.
A great way to let users know you’re active is to regularly blog on your website, keeping your audience up-to-date with news from your industry and business. It’s a great way to show off your expertise and prove to your potential customers that you know your stuff! It also gives a boost to your websites SEO (providing the content is relevant to your business!) Find out more about the value of blogging in our piece ‘Why you should have a company blog.’
It’s not immediately obvious what you do!
Data collected by Chartbeat shows that you have 15 seconds on average to capture a user’s attention before they leave your site. If you’ve not explicitly stated what your company offers within that time then the average visitor will most likely leave without knowing how you can help them. Your shop or business sign will state what you do, so why not your website?
Most SMEs don’t have the luxury of national brand recognition. Instead, you need to make sure your proposition is clearly stated by your branding and headline content.
A good way to demonstrate your offering is to have a tagline that sits within or nearby your logo. Best practise is to position this in the top left-hand corner of every page. Website heatmaps consistently show that this is the first place users look when arriving on any website so it’s important you get that first impression spot on.
Organic Coffee, Natural Food. Simple!
Users don’t know what to do on your site
You might have invested in a new website that looks like it belongs in 2017, your images are great and customers know what you offer straight away. But, where do we go from here?
Websites, just like the layout of a physical shop, need a clear customer path. Think about what the most important thing you want your visitors to do on your website and create a clear path for them to get there. Want users to complete your enquiry form? Make sure you have a call to action (CTA) to fill in the form. Want users to make a purchase? Make sure you have a clear product menu at the forefront of your website.
You’re exclusively using stock images
Stock images are forever the butt of jokes. Their generalness and lack of personality make them an easy target. As we mentioned, you’ve got around 15 seconds to show off your business online to a potential customer, so why would you waste that time on images not even related to your products or service? Users want to see real images of your business, its people, your services and personality. People buy from people – and just like a physical store with a friendly shop assistant, you’re more likely to revisit if you experienced great customer service from a friendly face.
We’re ‘Working Together’… *eye roll*
A good website takes more than throwing as much money as you can at a design agency and hoping for the best. It requires co-operation, patience, constant maintenance and adjustments to make sure it always gives the user the best experience.
We hope you found this article useful. If you’d like to start seeing increased results from your marketing activity, then sign up to our newsletter to receive regular tips from our team of experts.