Your website is one of your most important sales tools, but so many businesses get their website wrong. Most websites talk too much about themselves and don’t provide the content that their customers are looking for.
We have put together a small list of 5 ways your website is driving customers away from your business, and by the end of this article you should know how to fix the problems that we mention.
Over complicated navigation
Your websites navigation shouldn’t cause users to overthink, everything they need should be within a maximum of 2 clicks, if it isn’t you are just asking to cause frustration for your customer, which is never a good thing.
The back button is one of the most used buttons on a website browser and your customers are much more likely to click the back button than scroll through a badly designed website.
Make your website navigation easy to use and navigate and you will improve the bounce rate on your website. The bounce rate by the way is a statistic that measures the amount of people who visit one page on your website and then leave. A high bounce rate is not a good thing.
Non Responsive website
Websites in this day and age should be responsive. If they are not you are providing your users with a terrible experience, which will cause them to leave your website and you are getting punished by search engines like Google because they know that unresponsive websites do not provide users with good experiences.
For more information on responsive websites and how they can impact your business check out this article – FAQ, What is responsive web design?
Web Page Speed
1,2. That’s all it takes for a user to leave your website. 2 Seconds. If your website is taking longer than 2 seconds to load then you are pushing your customers into the arms of your competitors. You can improve the speed of your website by doing the following:
• Don’t use website themes that contain code bloat.
• Make sure your code is optimised for performance.
• Optimise images for the web.
• Use a good hosting provider.
A slow website is one of the main reasons why your customers would be clicking the back button. Over the years we have worked with companies that have had some terribly slow websites and most of the time it has boiled down to bad code. One of our client’s old websites took 7 seconds to load. They were spending thousands a month of PPC marketing and most of their traffic was clicking back before even seeing the businesses offer.
If you want to see why you shouldn’t be using bad code or websites based on themes then check out this article that we wrote recently, Is your web design agency killing your business?
Don’t make people think
Causing your users to think will ensure that they will click the back button very quickly. This may sound silly, but with so much information bombarding your user even the simplest of decisions can take time to perform.
The naming conventions on your website are very important. If you have a services section on your website but call it something like “facilities” then your customers may not know that they are the something. This will cause them to leave your site because they wont know where the service section is located.
The average person visiting your website will be looking for services, so help them find it by not making them think.
Out dated Content
As a small business owner I understand that most of us are constantly busy and we really don’t have the time to be blogging or updating our websites, but the truth is you have to. You have to make time for updating the content on your website because if you don’t you leave a bad taste in your users mouths.
An out dated website gives your potential customer a bad first impression. Imagine landing on a website and seeing that the last article they wrote was in 2012. This will lead them to think either:
• You don’t care about your business.
• You are out of business.
If you don’t update your content you are also missing out on the SEO benefits. Adding more content to your website can increase your search engine rankings, it can increase the amount of social shares that your website has and in general can improve the amount of inbound leads and sales.
If your website is guilty of any of the above sins, don’t worry all is not lost. It is never too late to improve your website whether that be from the design, content to page speed.
If your website needs to be redesigned then please talk to us, or if you think your website is ok and you just need more traffic check out our search engine optimisation cardiff page