Attracting potential customers to your website requires knowledge and time devoted to SEO, marketing, content and social media. And while getting customers’ attention can be hard, keeping their interest once they’ve found your website is crucial. If you’ve spent time and money on your company’s website, but aren’t seeing the return on investment you had hoped for, it could be because you’re unwittingly driving potential customers away. If so, we’ve compiled eight signs your website could be the reason why your leads are falling flat.
The Layout Isn’t Responsive
It’s important to note that a responsive website isn’t the same thing as a mobile-friendly website. A mobile-friendly website will look good on mobile, but may be harder to navigate when viewed on other devices with a higher resolution, such as a desktop or tablet. A responsive website is designed to adapt to any screen size, so someone will be able to view it on any device and still have a good user experience (UX). One of the most important features of a successful website is that it facilitates a good experience, whether it’s on a phone or any other device. So if someone visits your site on a device that isn’t compatible with your website, they’re more likely to leave and not come back.
Complicated navigation
When someone visits your website, they should be able to quickly and easily find what they’re looking for. Visitors need to be able to intuitively navigate your site, meaning the navigation links should be prominently displayed and grouped in a central area — they shouldn’t be hidden in blocks of text. Larger websites should also have a sitemap to help customers find what they’re looking for.
It’s Suffering from Slow Load Times
As we noted in our blog post “5 Signs You Need to Update Your Website,” it’s been reported that 40% of people abandon websites that take longer than 3 seconds to load. So, you can fill your website with all of the graphics and music and ads you like, but if those disruptive designs contribute to slow load times, potential customers aren’t going to stick around. If you’re not sure if your website is loading too slowly, test it with Google Page Speed Insights, a free tool from Google that will allow you to check your site’s performance.
There are No CTAs
What if your website design is good enough to not only draw people in, but also keep them on the site searching for more information? They’ve read your content and are interested in the services you offer, but there’s no way for them to dig deeper into the site. Because of this, they leave your site and you’ve missed an opportunity to convert the lead. Without clear and effective calls to action (CTA), a potential customer has no way to gather more information before making the decision whether or not to do business with you. It could be as simple as a “Click For More Information” button, which takes them to a contact form. Or it could be a CTA to download an offer such as a guide, whitepaper, or something else of value to the customer. By submitting their name and contact, they can receive a content offer that shows them that you’re a leader in your industry. Obtaining their contact info will allow you to follow up with them in the future.
No Social Media Links
We’re living in a social world, and if people are interested in what your business can offer, they’ll want to follow you for updates. The best way to do that is through social media. All businesses need to invest time into building their online presence through not only their website, but also their social media accounts. If you have a robust and active social media presence, you should link to it on your website. Now here’s the catch: Don’t hide those social media buttons on a “contact us” page on your site. Make sure they’re displayed prominantly on your homepage and easy to find. This will help build your social following, and in turn boost your SEO and Google ranking. We’d say that’s a win-win.
Features Poor Content
One imporant piece of the SEO puzzle is content. Good content can draw potential customers to your site. It can make you a trusted industry leader. It can up your SEO game to the top level. Bad content can do just the opposite. But how do you know if your content is bad content? There are some clear signs: Do you have a high bounce rate? Are people commenting on and sharing your posts? Are you casting too wide a net with your topics? And, most importantly, do you have the knowledge to back up what you’re writing about? Good writing is more than sentence structure and grammar, it’s about engaging with your readers and offering them information they can use. If you’re struggling to produce quality content, it may be time to adjust your strategy.
We’ve said it before, and it’s worth repeating: Your website is the first impression many potential customers will have with your business. If it’s driving those customers away, it’s not doing its job. If your website is falling short on any of the topics listed above, it’s probably time to reevaluate your website.