Your website is often the first experience a potential new client will have to your business. If people have a bad experience on your website they may not take the steps needed to turn them into a paying customer, which is the goal of any website.
Here are 5 reasons why your visitors are not turning into hot prospects, and how you can fix each problem.
1. Design & User Experience
It sounds simple but one of the most frustrating problems with a website is a bad layout or Web Design & Build that doesn’t allow the user to flow through the site and quickly find the content they need.
Whether you have paid a designer a tonne of cash or spent hours and hours crafting your own site, step back and look at it from a customers perspective. Your customers may not know as much as you about your business, make it simple for them to find the information they need in order to make the next step in your sales process.
If you need some pointers on how to improve the design and user experience of your site, call us today on 01452 226 411 or email us.
2. Website Speed
Another factor affecting user experience is the speed of your website or how quickly it loads. People don’t have time to be hanging around so ensuring your website loads as fast as possible can retain more visitors on your site for longer. The ultimate goal is for every page on your site to load in one second or less. This isn’t always possible but using this as a benchmark is a good start.
There are two factors which influence website speed. The first is hosting; cheap hosting usually means issues with performance so it’s vital your site is hosted by a quality hosting provider. As hosting is such a vital part of website speed we provide a range of hosting solutions suitable for any site. If you are not happy with your web hosting provider or you think you are paying too much, call us today to have a chat about your requirements and our super fast WordPress Hosting. Our team can migrate your site to our platform and in most cases, you will notice a significant increase in page loading and overall website speed.
The second factor which affects website speed is how your site is coded. Without getting too technical, the more code contained on your site the more data has to be downloaded and therefore the loading time increases.
A good web developer should build a website with speed first and foremost in mind. Images and graphics should be optimised to ensure they are as compact as possible without compromising quality. Plugins and code should be reduced as much as possible so your website is only running on the absolute minimum it needs to function properly. If you feel your website is running slow but can’t figure out why; give us a call or drop us an email. We’ll be happy to give you some pointers as to how you can improve your website loading time.
3. Quality Content
Your website should be treated as the Crown Jewel with regards to your marketing. Cutting corners and using low-quality content on your website can have a detrimental effect on converting visitors to hot leads. It doesn’t take much these days to produce unique and high-quality content or Social Media Content for your website which can help showcase your products, services, company and team.
Have a look through your website and pay particular attention to the following:
- Photography and imagery – are you using good quality images or cliche stock photos?
- Video – do you have a well shot and edited company video? This doesn’t need to cost thousands but ideally, needs to be better than what one of your enthusiastic employees with a cheap camera can produce. If budget is something you need to keep in mind, see our 5 Top Tips For Shooting Your First Company Video.
- Text – is your website copy well written, error free and simple for your visitors to understand? Don’t try to overcomplicate written content but ensure you have enough on your site for potential clients to ensure you know what you’re talking about. If you do have complicated information you need to get across then video could be a good solution.
Offers and Call-to-actions – does your website invite people to find out more or are you being too pushy with signup forms, popups and ‘one-time-offers’? Make sure you have a good balance between encouraging people to make the next step without being pushy.
If you’ve had a look through your site and feel it’s not up to scratch give us a call or drop us an email. We’ll be happy to point you in the right direction with regards to high-quality content for your website.
4. Keeping Up-to-date
Keeping your website up-to-date shouldn’t be an issue but for many busy business owners finding the time to keep your site updated can be a headache. If you are finding it hard to post new content on your site regularly it’s best not to do it at all. There is nothing worse than a site with a news section which hasn’t been updated for six months. However, important information about your business should be updated regularly including your address, contact details, opening hours, products, services and staff members.
If you can’t find the time to update your website yourself, find a good web company who can do it for you. Most of the time small updates shouldn’t cost a lot and can be the difference between visitors using you or going elsewhere – there is nothing worse than arriving at your business to find you have moved or our opening hours are different to the information on your site.
If you have a blog or news section that hasn’t been touched for six months it might be worth removing it from your site until you have the time or resources to post regularly.
If you have information on your website that is out of date and can’t track down your website designer give us a call. We’ll be happy to help if possible and get your information up-to-date.
5. Overall Online Presence
The last issue you might have is not just on your website but more of an overall online presence related issue. Before customers reach your site they have searched on Google or found you on social media. It is vital to ensure everywhere else your business exists online is up-to-date and accurate.
Have a search for your business in search engines, on social media sites and also in online directories to ensure everything about your business is accurate. This not only ensures people can get in contact with you and find you but also helps with search optimisation (SEO). A few things worth checking are:
Branding and logos – is your company image and brand up-to-date on all social sites and search engines?
Opening times, contact information and company bio – search engines and social sites allow people to call or find your address on the search results screen without the user needing to visit your site. Ensuring this information is all correct is vital to ensure you don’t miss potential enquires.
Website links and correct URLs – making sure all the URLs which point to your website are correct and the same ensures people can always access your site and helps search engines rank your site. If you have more than one URL for your website (i.e. a .com and .co.uk version) always make sure you use the version your actual website is associated with.
If you have any discrepancies with the information on either search engines or social sites it’s a fairly simple job to keep these up-to-date however if you need some help and guidance give us a call or drop us an email and we’ll be happy to assist.
Following the steps above can ensure you maximise your conversion from website visitors to enquiries. Most of the steps above can be resolved by looking at your website as a visitor and assessing whether you think your site does the job or not. If you need an unbiased opinion on any of the items we’ve covered, give us a call or drop us an email and we’ll be happy to give you some advice.