If your current website isn’t accomplishing these things it’s probably time for an upgrade. Being in the business of creating great websites, we’ve developed a list of qualities that annoy visitors and can sabotage the best inbound marketing efforts.
9 Reasons Your Company Website Isn’t Performing
1. It Loads Too Slowly
According to an Ericsson study that measured stress caused by streaming delays, the stress we experience during a loading delay equals that of watching a horror movie. And the impacts on your business are horrifying indeed. Even a one-second delay in loading your website can prompt a visitor to abandon it altogether and lowers their overall perception of your brand.
While load time is not always the fault of the content provider, we tend to blame the content provider before we blame our service provider. Page load time is influenced by a variety of factors that are within your control, such as image sizes, coding, and embedded videos.
2. It's Not Responsive
It’s 2016. Over 70% of US adults own a smart phone. More Google searches take place on mobile devices than on computers. If your website doesn’t deliver a good mobile UX, you’re going to lose out on a huge portion of your potential audience.
You won’t just be penalized on a user-by-user basis, either. Google’s search algorithm now suppresses websites that aren’t mobile-optimized. Neglecting to optimize your website for mobile will cost you dearly in lost traffic and conversions from organic search rankings.
3. It's Navigation is Confusing
To drive conversions and sales, your site navigation needs to support these goals. When a visitor arrives to your website, what steps do you want them to take? Your site nav should guide visitors through your site with the end goal of delivering them to the next step, primed and ready to take action.
Intuitive and action-oriented site navigation is a product of a well thought out site map, clear and concise copy that communicates your value, and a focused call-to-action that motivates visitors to opt into your inbound funnel.
Claim your Free Website Assessment for specific insights about how good web design can transform your lead generation funnel.
4. It commits the crime of Bad Stock Photography
Designing an image-heavy website but then filling it with bad stock photos is a swing and a miss. You were on the right track…but then you veered into the weeds.
It’s preferable to fill your website with photos of your real employees, customers, product, and company space. That said, not every company can afford a high-quality custom photo shoot to generate imagery for their website, and for those companies, stock photography can be a good solution. However, there’s a right way and a wrong way to use stock photography. The wrong way looks a lot like generic people in stiff poses staring straight at the camera, possibly jumping in the air and definitely smiling too wide to be genuine (or natural).
Imagery should communicate something about your brand’s central values and personality. You don’t want to communicate to visitors that anything about your company and services is generic or contrived. If you go the stock photo route, search for images that appear candid, relate to your services, and match the values and personality of your company.
5. It only offers a generic contact form.
Offering only a generic “Contact Us” form is one of the weakest ways to grow your email list. You owe it to your customers and your company to offer segmented opt-in options that pin-point what your lead is truly interested in. A monthly newsletter? A weekly digest of new blog posts and content? Visitors with a one-time question or request may not appreciate a subscription to your ongoing communications, so it’s important to segment these submissions.
Allowing your visitors to opt-in to specialized communications will ultimately build a stronger list of qualified leads and more accurately segment your list based on where leads are in the conversion process. For those who are just looking for a quick response to a specific concern, make sure you provide other options for direct lines of contact, especially phone numbers, email, and social media.
6. It doesn’t provide clear information about your company.
If your website accomplishes nothing else, it should at least leave a clear impression of your company. Within seconds of landing on your homepage, a visitor should understand who you are, what you do, and how they can expect to benefit. It may seem like stating the obvious, but you need to write your web copy in the same language your customers speak. Conversational english. It’s amazing how easy it is to forget the rhythms of everyday speech when you sit down to talk business.
7. It Utilizes Outdated SEO Strategy.
You can tell a company hasn’t updated their search engine optimization (SEO) strategy since the early 2000s within seconds of opening their site. The tell-tale signs are paragraphs upon paragraphs of copy supersaturated with keywords to the brink of gibberish.
These tactics won’t earn you any points with Google’s latest ranking algorithm, and they won’t earn you favor with your visitors either. A sophisticated SEO strategy today incorporates a few targeted keywords into meta descriptions, title tags, and concise, customer-focused web copy that communicates your company’s value and personality. Read this post to learn more about how to develop sound SEO strategy that will your site climb to the top of search rankings.
8. It Relies On Flashy Headlines and CTAs.
Click-bait headlines and promises of 50% off your next purchase may get people to click through to your site, but they aren’t very good at keeping them there. Customer satisfaction plummets when visitors click a flashy headline only to find content that doesn’t deliver or comes with disagreeable caveats, like 50% off your next purchase…of $500 or more. When crafting your headlines and calls-to-action, give careful thought to creating offers that are both in line with your brand and drive qualified leads.
9. You don’t have a blog.
The primary reason customers visit company websites is to research. Consumers today review multiple websites before making a purchase. The more information you can provide and the more questions you can answer right off the bat, the better impression they’ll develop and the more favorably they’ll view your brand.
Not only that, but maintaining a consistent content marketing program is a critical component of a competitive SEO and inbound marketing strategy. Search engines reward websites that regularly update with new, relevant content. The higher your site ranks in search results, the steadier your stream of potential leads will be.
Is Your Website Driving Leads?
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