Do you feel like you’ve wasted a ton of money on a website that hasn’t paid for itself in sales? Are you frustrated that you’re on the first page in searches but that doesn’t seem to matter? Are you sick of publishing great content that no one reads?
You’re not alone. Tons of businesses (including your competition) have websites that aren’t converting visitors into customers.
You, however, are here to get a leg up on your competition. You’re ready to fix your website so that 2013 brings you more online customers than you’ve ever had before (read here to get a better ROI on your design projects).
Today I’m going to share with you the number one reason why most websites aren’t converting. We’re going to break down what areas of your website might need improvement and how to fix them to generate more sales.
Maybe you’ve already talked to someone who’s trying to sell you thousands of dollars worth of flashy redesign. If all they’ve talked about is a new look, they probably don’t care that your website isn’t converting…they just want your money.
So let’s dive in and look at why your website isn’t converting, and more importantly, how to fix it.
Are you ready? Let’s get to it!
Poor Information Presentation
The #1 reason your website isn’t converting is poor information presentation (what’s that?). Simply put, your visitors can’t find the information they want.
Why not? It’s probably due to one or more of these common problems:
Lack of Quick, Useful Information
Think like a customer: what information are they most likely to want? It might be your phone number, hours of operation, whether or not you’re open on Christmas Eve or where you’re located. (It might be something totally different.)
Make sure this information – the stuff that the vast majority of customers need – is easy to find on the home page.
Too Much Text
If your website has paragraphs upon paragraphs of text, I’m talking about you.
Get to the point with bullet points and headlines. Share your information quickly and concisely or you’ll scare visitors away with your novel-like pages.
Save your wordy text for your blog (need content? – click here) and about pages. If your visitors have gotten that far, they are interested in reading a lengthy page.
Struggling to navigate your website will turn visitors off in a heartbeat.
Have you ever thought to yourself, “This HAS to be a common question for this company. Why don’t they make it easy to find?” Don’t be this business.
Make sure you have obvious, clear navigation at both the top and bottom of each page, and that you provide links that answer your visitors’ most likely questions.
No Calls to Action (CTAs)
Despite providing great information on a user-friendly site, your website isn’t converting. It might be because you don’t tell your visitors what to do.
It sounds silly, but you have to spell it out. Make CTA buttons or banners telling your visitors exactly what you want them to do, and put them in highly visible locations (like at the bottom of ever blog post, on your sidebar, and on your home page).
I can’t count the number of times I’ve gotten frustrated and given up because I can’t get the information I need on the go.
No matter what type of business you have, chances are your customers are going to try to visit your website on a mobile device, even if it’s only to get some of that quick, useful information we talked about earlier. Make sure your website provides at least a decent mobile experience.
Lack of Focus
Go to your website right now and ask yourself what your eye is drawn to first. What’s next?
Are those the things that you want your visitors to see first?
If that flashing ad banner is grabbing more attention than your CTA, you’d better rethink your hierarchy and restructure your website such that your most important information stands out.
To turn visitors into customers, your website has to look and feel trustworthy. Broken links, outdated information, and an amateur design contribute greatly to a lack of company trust.
Furthermore, using tons of marketing jargon rather than providing real, useful information makes you sound like a gimmicky infomercial or a slimy used car salesman.
Certain businesses, like massage therapists who work from home, are under especially heavy scrutiny. If you fall into this category, be sure your website promotes quality and professionalism or you risk scaring potential clients away with your sketchy website.