There was a day when only the big, well-known businesses had a website. That day is long gone and now every business, no matter its size, has a website. In fact, you could argue that it is nearly impossible to run a successful business today without a website. The benefits of having a website can be greatly magnified if your website is fully optimised, if it speaks to your audience and if it compels people to further explore your business. Here are a few reasons your site may not be helping your business:
It is not SEO optimised.
A hefty portion of the traffic on your site likely comes from search engines. When people are browsing the Internet for information or for a certain product with the intention of making a purchase, you want your site to appear early in search results. Search engine optimisation includes making changes to your site so that search engines crawl it more frequently and rank it higher for relevant keyword searches. One of the most important ways you can make sure your site is helping your business is by making sure it is fully optimised.
It lacks a call to action.
Somewhere on your site, preferably on the home page, you need a call to action. Your visitors need a clear choice of how they can act. Whether that is submitting their email address for more information, making a purchase or donating to your cause, your visitors need to know what to do once they get to your site. If they don’t, you run the risk of having a high bounce rate, which means visitors quickly leave your site without taking time to explore it.VisitLondon.com has two calls to action: connect on social media and subscribe to an online newsletter.
It is too hard to navigate.
You know what it’s like to try to navigate a website that is confusing or poorly organized. Don’t put your customers through this same aggravation. Make sure your site has a main menu with common-sense labels like “Contact,” “Services,” or “Products.” Good navigation should also weave your entire site together. Visitors should easily be able to move from one section of your site to the next, and even be able to backtrack easily to revisit pages they have already seen.The BBC website has a clear navigation menu.
It strays from your brand image.
When visitors come to your site, you want them to instantly recognize your business. Use your brand colors and styling throughout your website to tie everything together. This not only gives you a polished, professional look but also reassures visitors that they are in the right place from the moment your site loads. You already know how important it is that your brand is recognizable, so carry that same strategy over to your website.
It has poorly written or out-dated content.
Your site may have a beautiful design and have some neat special effects, but if your content isn’t well written, you are missing a key component of a successful website. If your site visitors are bombarded with content that isn’t grammatically correct, is hard to read, doesn’t flow or that doesn’t feel professional, you risk loosing their attention. On the Internet, people will move quickly from one destination to the next until they find a site that meets their needs. Poorly written content also harms your professional image, which can have far-reaching effects on your business in general.
Just like you change your business strategy and maybe even your products as the world changes, you need to keep your site content fresh. Make sure your content accurately reflects what your business does and that it is enticing to your current target market. Search engines rank websites with fresh content higher, so try to find a way you can consistently update your website, like through a blog or an online newsletter.
The design and content don’t work together.
While content is extremely important, so is the design that houses it. If your website has too many colors, animations or is too cluttered, your visitors will quickly feel overwhelmed and will leave your site. A clean design that is easy on the eyes and that highlights what your business has to offer, instead of buries it, will be easier for people to use and will even encourage them to click through the pages on your site, exploring more and more of your business. In fact, with careful planning you can actually create a site design that enhances your content.VisitLondon.com uses design elements to highlight content.
Your can help your business reach its fullest potential by creating and then maintaining a strong website. The time and resources you put into making sure your site meets the above standards will be well worth it as you see your business excel and even surpass your goals.