9 Reasons Your Website Isn't Converting
Content courtesy of Sam Moss from 1Click Agency. Follow Sam on LinkedIn for more great marketing resources!
In today's digital age, your website is almost always the first point of contact between your business and potential customers. It serves as your digital storefront, and just like a physical store, it needs to be welcoming, easy to navigate, and informative. Too commonly, businesses lose sight of that goal and make big mistakes when creating their websites. In this post, we’ll discuss the nine biggest mistakes that could be keeping your website from converting.
1. Your website doesn't load within 2-3 seconds
In a world where attention spans are getting shorter, a slow-loading website can be a death sentence. Research shows that if your website takes more than 3 seconds to load, visitors are likely to abandon it altogether. Ensuring your website loads quickly is crucial for keeping potential customers engaged.
2. Your messaging doesn’t clearly state what you do
When visitors land on your website, they should immediately understand what your business offers. If your messaging is vague, full of wordy industry jargon, or flat-out confusing, you run the risk of losing potential customers simply because they don’t have time to decipher your copy. Clear, concise messaging is key to grabbing and holding your audience's attention. Tell your customers what you do, how you do it, and why they need your products or services. It’s as simple as that!
3. You have way too much “noise”
Too much clutter on your website can overwhelm visitors and distract them from your messaging. Avoid cluttered design, excessive pop-ups, and unnecessary elements that don't serve a clear purpose. Keep a clean, consistent look from page to page, and don’t give in to the temptation to overdo it on the “wow factor.” Focus on providing a simple and streamlined user experience so site visitors can navigate with ease.
4. Your website is a bear to navigate
If your website's navigation is confusing or overly complex, visitors can quickly become frustrated and leave. Simplify your menu structure, use descriptive labels, and ensure that users can easily find the information they're looking for. Make sure every site page is accessible from the main menu, avoid ultra-long pages with a ton of scrolling, and try to create a simple and easy-to-follow page hierarchy that any site visitor can navigate. Make it easy enough that your grandma could use it!
5. Your demo form has too many fields
While it's essential to gather customer information, asking for too much too soon can deter potential leads. Your website’s demo or contact form is intended only to get someone in the door, so don’t feel pressure to find out every bit of information about them right away! You can always ask for more information later. For now, focus on keeping the experience as simple as possible for the user.
6. Your content is outdated
Outdated content can make your website appear abandoned or unreliable. Someone landing on your site will likely be turned off if the most recent post is from 2016! Regularly update your blog, team photos, business hours, and other content to demonstrate that your business is alive and well.
7. Your website doesn’t function well on mobile
In an era where mobile devices account for a large majority of site visits, having a website that doesn't work well on smartphones and tablets is a major flaw. It can be easy to create an awesome desktop site without accounting for its function on mobile, but it should really be the other way around! Ensure your website is responsive and mobile-friendly to cater to all users, especially as more and more people begin to do heavy web browsing from their phones.
8. You prioritize sexy over practical
While a visually appealing website is essential for grabbing attention, it should never come at the expense of functionality. Ensure that your website's design enhances the user experience and doesn't hinder it. Work to find the balance of usability and aesthetics, and always prioritize user experience over anything else.
9. Your design doesn’t support the copy
Your website's design should complement your content, not compete with it. For example, make sure the design never emphasizes a line of copy that isn’t important, or vice versa. Use your site design to maximize the essential, minimize the boring, and guide a visitor along as they browse. Avoid distracting backgrounds, color schemes, or fonts that make it challenging to read and understand your messaging. Your design should always enhance the user's understanding of your brand and offerings.
Your website is an indispensable tool for attracting and retaining customers. Avoiding these common mistakes will help you create a user-friendly, informative, and engaging website that converts visitors into loyal customers. Regularly review and update your website to stay ahead in the competitive online landscape, and always be challenging status quo. Now get out there and create a kick-ass website!
