Let’s set the scene. Someone refers a potential client to you. The person is a warm lead, perhaps even a hot lead. Before reaching out to you, they do what most other people do, they visit your website to scope you out. After they have visited your website, you hear nothing from them. They do not call you or even shoot you an email inquiry. So, what happened?
Your website offered a mediocre experience
The unappealing design of your website scared them away. Instead of instilling confidence and trust in you, your site provoked feelings of uncertainty and doubt regarding you and your company. As a business, you cannot ignore the fact that people can be easily turned off by the look of a website. First impressions make a huge difference to website visitors. If your website looks disorganized, the colours don’t match and it’s not aesthetically pleasing, then your website visitors are not likely to stay.
Your website looked old-fashioned or outdated
Old and out-dated website designs are not attractive to website visitors. No one wants to visit a website that looks like it hasn’t been updated since the 1990’s. Similarly, your website shouldn’t look like it has been created by a twelve-year-old. Your website should look polished and professional to appeal to your target demographic. Your website should also look modern. Avoid cringeworthy or cheesy stock photos that look fake. Try to include custom images that look natural. The images, fonts, typography and overall look of your website should suggest that your website is sophisticated and up-to-date with what is currently trending.
Your website was not mobile-friendly
Imagine if a potential client visited your website on their cell phone and tried to tap on a dropdown button that was untappable. The client would immediately think that your content is inaccessible and leave your website. In this day and age, websites must be mobile-friendly and optimized to adjust to different interfaces. If your website isn’t mobile-friendly, then it would be extremely difficult to use on a small device. Currently, the number of users who access online content through their mobile phone has exceeded the number of users who access content through a desktop. You need to make sure that your website looks amazing and offers a flawless user experience on both desktop and mobile devices.
Your website’s content is boring
You are less likely to win over potential clients if your website’s content is boring and written as a series of facts and statements. Nobody enjoys a boring website. Content is one of the most crucial components of your website. Your website visitors are looking for content that is brought to them effortlessly and quickly. Your content should not be out of date. Your website’s content should be up-to-date and factually correct. You should also have content that is recent and new. Website visitors want to read content that is engaging, informative and relevant to what they’re looking for.
Your website was missing important contact information
You want to make sure you include and prominently display important contact information, like your email address and phone number so that people can reach you. If your contact information is absent then potential clients are likely to get frustrated or annoyed. It is also crucial that you include a call to action. A confusing or missing call to action can hurt your conversion rates. It is imperative that you include vital information like your office address, phone numbers and other contact information throughout your website, so that potential clients know various methods of contacting you.
Your website was too focussed on sales
Even if the sole purpose of your website is to sell products or services, overpromotion is never a good thing. Content on your website should be varied and informative. Many business owners sell themselves too much with calls to action everywhere on their homepage, and they neglect to include information that will keep visitors interested and entertained. You should view your website as a product you are providing to website visitors. Website viewers should enjoy the entire experience of using your website as a product. Your website should meet the needs of potential clients without shoving a sales pitch down their throats.
Your website did not encourage engagement
Potential clients visit your site for a reason and that reason is to engage with your brand and engage with it on an intimate level. Communication shouldn’t be a one-way street. There should be a dialogue between you and your target audience. A way that you can improve user engagement is by investing in social media. You can use social media plugins like social media logins, share buttons and comments to integrate social media interactions with your website. Social media plugins help facilitate personal interactions on your website.
Your website crammed too much information
You shouldn’t overload potential clients with information. Many websites try to cram in as much information about their services as possible, leaving potential clients feeling overwhelmed. Too much information can make potential clients feel confused and uncertain of where to go. You want to make sure that your information is straightforward and succinct. In order to attract and keep clients, your website should be interesting, and it should address the issues that your clients are facing with specific solutions for making your clients’ lives easier.
Your website visitors couldn’t easily find what they needed or carry out an action on your website
You don’t want your website’s navigation and layout to be unclear and confusing. If a user’s experience is overly complex then they won’t be pleased. Website visitors should be able to find valuable information and that information should be compelling enough to convince them to contact you. You also have to make sure that your website caters to the needs of different types of users visiting your website.
Your website was cluttered and overstimulating
Websites with too much clutter can be distracting and not in a positive way. Some people think that to be creative and innovative they have to add animations and gimmicks. They believe that bombarding website visitors with autoplay videos, background music, voiceovers, pop-up windows and ad prompts would stimulate their senses. However, those tricks and gimmicks could actually become overstimulating, unimpressive and off-putting for your website visitors.
That’s why, for 2020, you should invest in a new website to market your services, raise your brand awareness and beat your competition.