Ok, I admit this is a very strong statement seeing that I most probably haven’t seen your website yet, but now that I have your attention you might as well continue reading to see whether I am right or not.
My assumption is based on the average website out there, actually far above the average as most websites I have seen in my life, and I have seen plenty, does not fulfil the requirements of a successful website and converts minimal users into leads.
If your website was designed or developed by someone that does not understand the mind of a user, the psychology behind how people perceive experiences and processes information, then you are most likely missing your target audience and losing out on plenty business.
You do not cater for the WHY behind your user’s visit
Most websites are designed without considering why the user is there in the first place. Users visit your website for various reasons and depending on your type of business you need to think it through carefully. You cannot simply structure your information as per any other website you have seen, you have to consider the reason for your user’s visit and give to them what they desire with minimal effort.
Most companies treat their websites like a company profile or portfolio with every bit of information about their business on it, creating a very wordy and heavy experience. A user visits your website for only a few reasons and it is not to read. Firstly, they are either comparing you with a few competitors in order to make a decision, which is why your message and first impression is extremely important. Secondly they need to find out more about why you do what you do and what you do. Thirdly, users are looking for your contact info or location, especially from mobile devices which is why your mobile experience should be tailored to providing this info upfront. Users could be driving and looking to find you, so don’t waste their time, give it to them upfront and allow them to open your location in their maps app with one click. Above these points, the purpose of a website is to get someone to give you a call, not to provide a history lesson about your business.
You make people think too much
Following my previous point, you need to present each user with the information they are seeking without letting them think too much. Your navigational structure is critical here and you need a professional opinion on how to structure it. The same for your call to action buttons.
Call to action buttons should be clear and obvious and have more than one call to action to cater for the various needs of individual users. Remember, every user is there for a different reason. Whether they want to buy, contact you or login to their account, have all three of these call to actions right upfront and hard to mis.
What the hell is it that you do?
I have seen so many websites that have beautiful designs, but I find it really hard to understand clearly what it is that they do. You need as much third party input into your website wording as possible. Ask people what are their perceptions of what you do based on what they read on your website in the first 3 minutes. You might understand well what you do, but it is not that obvious to outsiders.
Your website lacks warmth
Once again, your design needs to speak accurately to your unique audience. Design in a way that attracts them, draw their attention and keep them there. The slightest bit of confusion from your design or content will create a cold experience and they will be off, forever lost. One of the most effective ways to create this warm and welcome feeling is the use of professional images. Your design agency should help you source professional brand imagery from various stock libraries. These images should be able to convey your message without any words. Visuals speak louder than words, and it is the same for the lack of images, silence.
Your website is a needle in a haystack
There are thousands of websites competing for the same attention than you are. You need to reach out to them first with a digital strategy that works. Some brands get better returns from social media marketing, which places your product or services in front of your unique audience. Some brands benefit more from search marketing which places your brand in front of people actively searching for your services. In most cases, brands require both for maximum impact. Get an agency that knows what they are doing. The return on your investment should be clear and easily measured.
Can you remember your last website update?
If your last update is in the distant past, you have a clear problem. If you want to attract the attention of your audience you need regular content updates in the form of articles or blog posts to draw them in and keep their attention. These posts are fantastic for use in digital marketing campaigns. People don’t click on adverts, they click on an article link that resonates with them , that speaks directly to the problem they are experiencing.
Your website is all about yourself
It seems natural to design your website around yourself and boost as much about your product features or your team. Believe me, design your content around your audience. Speak to them directly. If you miss them at this point you won’t convert them into leads.
Irrespective of your industry or marketing methods, your website is always the end point, the junction at which a potential lead makes a decision between you and another provider. Treat your website like a micro sales pitch and get that user to either give you his details or give you a call. That is the primary purpose behind a website. It is your store front, and you have to work hard to get their attention and convince them to come inside.
First impressions are the last impression, you will not have the opportunity to change someone’s opinion. If you can relate to any of the points in this article you need to consider getting some professional advice.
My last and final point – stop trusting your brother, nephew, friend, neighbour or cheapest supplier to help you out with your website. Doing that proves that you clearly have no idea what is at stake.
In this digital era, you cannot afford not to give your website your full and best attention and trust the professionals to do their job.
Get in touch with my team at email@example.com. I am willing to give you a free consultation, coffee or just a hello so we can point you in the right direction. Visit our website www.digitaldrawingroom.com to get to know us better, our portfolio is on there too.
written by Carl Wallace | CEO & Founder of Digital HQ
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