Behind every great business is a great website. Your website is the most powerful asset to your business. It allows you to be available 24/7 so you can reach a much larger customer base than you ordinarily would. If your website isn’t generating the views, rankings, leads, or sales that you were hoping for, you may want to take a second look at your site. Here are the most common reasons that websites underperform:
1. Your Site Can't be found
The first problem you should address is whether you have optimized your website so that search engines can find it. Remember, if search engines can’t find your website, your customers won’t be able to find it either. Optimizing your website is important, so make sure that each one of your webpages has keywords and content built around those keywords. (And don’t forget meta descriptions!)
2. Poor User Experience
What’s a poor user experience? Think crowded pages, unclear navigation, broken links, key content hidden or buried, slow load time, and anything else that makes your website difficult for visitors to understand. If viewers are having trouble navigating through your website, loading webpages or understanding your content, they won’t spend much time on it, making your bounce rate too high, which tells search engines to stop ranking your website!
3. Poor Design
Looks matter, so if you have a website that pleases the eye, it will probably perform better than one that looks dull and boring. Use a color scheme that is easy on the eyes and attractive. Make use of white space, bullets and headlines to organize your content so that it is easy for viewers to digest. Make sure that your images and videos are high resolution.
4. You’re Focusing on You—Not the Customer
Let’s be honest, customers don't care about you all that much. They come to your website because they want to know, quickly, what you can do for them. They don’t want to have to wade through long paragraphs of (basically) the same information on every page. So keep your content concise, and give viewers the information they want. Otherwise, they will head right back to Google to find someone else who can do it better.
5. UNClear CallS-to-Action
If you aren’t converting as many people as you would like, you may need to look at your call-to-actions. Does the language you're using entice viewers to make an action? Are you using the right language for your target audience? Are there opportunities for viewers to convert on every page? Make sure your call-to-actions can lead visitors further into the buyer's journey!
6. Not Mobile friendly
Today, more Google searches are done on mobile devices than desktops (including in the U.S.). So, if you haven't invested in making your website mobile friendly, you must. Inbound marketers have noticed the increasing trend of customers using mobile. At this point it cannot be ignored. More than half of your website traffic is on mobile, so if your webpage is not responsive on mobile, people will not come to your site — and search engines won't rank you!
7. You’re Not Updating Your Content
Your website isn’t just something that can be done once and set aside. As more and more content is produced, it's important to keep your content updated, to add quality videos, blog posts and other content offerings. Make sure you have content for viewers at every stage of the buyer’s journey. By producing quality content and keeping your content current, you'll keep not only your visitors happy but the search engines as well.
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