If I had a dollar for every time I’ve heard a client say, “I’ve just spent a fortune on a new website, but I’m not getting any customers…” You guessed it, I’d be very rich.
The sad reality is that today’s small business owners are spending money hand over fist on websites that just aren’t working. Whether they’re not getting the traffic, or they are but they’re not converting into sales, the design (and build) of the website is likely to be at fault.
A website is not just an online advertisement for your business. It’s a living, breathing tool, a focal point for customer service. Visitors rely on your website for giving them the answers they seek. If they don’t get them (and get them quickly), they’re not coming back.
Your website needs to be able to grow and evolve as your business does. It needs to be able to bring new customers in and also get them to return. And as with anything in business, your website design should be approached in a strategic way to ensure it gets results.
In this blog post, we’re going to look at the top 5 reasons why most websites don’t actually work – so you can make sure yours does.
Why 80% of website designs don’t work
1. No Search Engine Optimisation (SEO)
Layout, functionality and user experience are all hugely important to modern website design. But without basic SEO, your website runs the risk of being invisible.
Google requires certain data from your website in order to be able to “read” and understand it, so it can rank your content in search results. For example, if your customers are searching for “low energy light bulbs”, you need to optimise the pages of your website that relate to that search term. This will help it to rank well in Google’s results.
Google updates its algorithm hundreds of times per year. It can feel overwhelming to keep up with all of these changes – and to know what to put the majority of your focus on. So have a read of our blog post, Website Design with SEO is Key To Online Marketing Success, for more information and to get started.
2. No traffic generating source
If you don’t have a traffic generating source on your website, customers have no reason to visit it – unless they already know who you are and are at the purchasing stage.
What is a traffic generating source? This is something that adds value to your target audience. It brings them into the website, demonstrates your thought-leadership and encourages them to rely on you for information.
In content terms, it’s something like a blog or podcast, a free download, tips, or other valuable offer. Simply put, it’s something that allows the website visitor to get a lot of return on their small investment. But it also keeps them wanting more. So it leads them further into the sales funnel and eventually to purchase.
3. No social media integration
Customers nowadays expect businesses to be social. Your social media presence is an extension of your brand and another important customer touch point. Visitors to your website should be able to get to your social channels easily, and vice versa from your social pages to your website.
There should be a seamless connection between your website presence and your business’ social world. Yet the majority of website designs have mediocre social at best, if they have any at all.
Demonstrate your social credentials by incorporating this into your website design in a way that adds value. For example, integrating Facebook reviews with your website homepage clearly sends a valuable message to your website visitors.
4. No client testimonials
Similarly to the inclusion of social reviews, client testimonials are an essential element of website design. Why? Because your good opinion of your business is worth nothing, but somebody else’s recommendation of it is the jackpot.
Contact your satisfied customers and ask them to write a review or testimonial for your business. The chances are they’d be more than happy to oblige. And before you know it, your website is 10x more impactful.
5. Not based on real audience data
This is perhaps the most terrible of all website design and build mistakes.
What is the point of spending lots of money on a new website that is completely disconnected from the people visiting it? There is no point! It’s madness!
Data should be the basis for all your decision making. You must set up Google Analytics and Google Search console, as these are the main resources you have to track and understand your website traffic in order to spot issues and make website improvements. Without these tools, you’re just shooting in the dark.
A website can certainly help you to achieve your business goals more easily and more quickly. However, like any good tool, it should be well planned, built and maintained if it is to accomplish its ultimate purpose – to grow your business.
Conveyz, based in Brisbane, are specialists in website design with SEO and digital marketing. All of our websites adhere to best practice design principles, avoiding all the common mistakes listed above. So if you’d like our help with your website, contact us today