How long has it been since you revised your website? Many businesses set up their website and then don’t make changes for months or even years. If this describes you, you may not be getting the most out of your site.
When you take the time to look at your site’s analytics, rework your marketing messaging and add pages, you can find out what is working and what isn’t so your site will reach its fullest potential. These four things could be holding your site back, causing you to miss out on customer engagement and sales.
There is too Much Going on
Websites that are overrun with pictures, text, boxes and lots of links are overwhelming. If there is too much going on on your site, people will be confused and leave the site or worse, will take one look at your homepage and mischaracterise your business as unprofessional.
On the other hand, if your site is streamlined, has a design that complements the information and doesn’t distract from your message, it will tell your market that you are trustworthy and people will be able to navigate your site.
The Call to Action is Confusing or is Missing
Ask someone who isn’t familiar with your site to look at your homepage. Then, ask him what he would do first. This simple test will tell you if your calls to action are clear enough.
Your visitors should know how to do what you want them to do. For example, if your goal is to sell products, it should be very obvious how people can make a purchase. Making the path to responding to a call to action clear and easy is a simple way to make your site more successful.
You don’t Get Visitors’ Attention Immediately
You only have a few seconds to capture people’s attention online. When someone visits your website, she will quickly click the “back” button if she doesn’t see what she is looking for right away. Make your homepage clear and concise and use it to grab visitors’ attention.
To do this, combine images, design and copy to make your site stand out and to clearly communicate what benefits you can offer to your customers.
Important information is Buried
Along the same lines, be sure that the important information on your site isn’t buried. This means making sure the things your market is looking for and the most important parts of your site are on the homepage or just a click away. Don’t send your visitors through the frustrating process of having to search and dig through pages and pages until they find what they are looking for.
The goal is to make sure your site captures visitors’ attention and that it is easy to navigate. You don’t want to make it hard for people to use your site or to become a customer. When all the elements of your site work together to help you reach your goals, your site will become a powerful marketing and sales tool that will benefit your business in big ways.