Want to get more business? Start with a better website design
Ask any marketing expert and they’ll tell you – your website is the single most powerful online marketing tool you have as an online business. A well-designed, well-executed website design drives potential customers and clients your way more efficiently than any other tool.
Unfortunately, the opposite is also true. If your site isn’t at it’s best, it can turn away customers and leave them feeling frustrated or annoyed with your business.
So how do you know if your site is struggling? Here are common pitfalls you’ll want to avoid. Take a look!
Your branding is beautiful… for someone else.
How many times have we all heard the saying, “You only get one chance to make a first impression?” As much as the awkward middle-schooler in us wishes it weren’t true, it’s actually a fact of life. You can’t take back that awkward conversation by your locker in 8th grade… and you can’t easily go back and change a potential client’s first impression of your business and branding.
Okay, so I know what you’re thinking…, “Well, MY website branding is beautiful and on-trend!” Fine – but that’s not always the issue. Here’s the question… Does your branding reflect YOU? Does it speak to the passion and commitment that drive your business? Most importantly – does your branding appeal to your ideal client?
The fact is, even the most beautifully designed and thoughtful branding can fall flat if it doesn’t reflect your business and your ideal client base.
So it’s worth taking a long, hard look at your branding to make sure it’s in line with your larger marketing strategy – and if it’s not, you need to make a change.
Wonky technology is killing your conversions.
While your page is loading, your potential customer is thinking. That’s not good… because if they are waiting more than a second or two, they are likely wondering if you even have your act together. Your website sets the tone for your work.
Your website is a reflection of your business, and ultimately, of you. Let that sink in for a moment.
If your website is slow, people will think YOU are slow. If it is unresponsive, you will be unresponsive in their minds. If they see multiple careless mistakes, they’ll assume you’re careless. It’s just human nature to take what we see and make assumptions, good or bad, about the bigger picture.
If your website is operating at its full potential, that’s a great thing. If it’s not, it can be devastating – because that bigger picture is your business.
You need to get out more.
It happens all the time. Business owners invest time, resources, and mental bandwidth into creating a lovely new site for their business. Each time they pull it up in their browser, they’re incredibly pleased and can imagine how impressed visitors will be with the seamless experience and gorgeous layout.
But here’s the thing – those visitors probably aren’t pulling up your site on their computer. Chances are, they’re trying to browse from their smartphone or tablet on their lunch break or while on an airplane. So if your beautiful site isn’t responsive on a mobile device? That huge investment in your website isn’t going to amount to much.
According to Google, 61% of users say they’re unlikely to return to a website that doesn’t work well on mobile.
YIKES!! If your site isn’t designed to be viewed and navigated on a mobile device, you’re potentially losing almost ⅔ of your potential clients! No matter the size of your business or your lead generation goals, that number is too significant to be ignored.
You’re all over the place… and not in a good way.
Look, I understand. You’re a dynamic, multi-faceted person whose business has a lot to offer. You do a lot… and maybe you have several different services or tons of products that appeal to different types of customers. It’s a challenge to create a clear, cohesive experience for visitors while also showcasing your flexibility and various strengths.
When it comes to your website – simple, unified design and messaging is almost always better. Potential clients and customers should know just what you do and connect with a strong brand identity, even when you want to attract a variety of different visitors.
“That sounds great, but… how do I do that?” Glad you asked.
- Cohesive Branding – Does each page, offer, or project reflect your carefully designed branding? If not, make adjustments to the outliers.
- Unified, Consistent Messaging – Does all the copy on your site have the same tone, brand voice, and theme? Even when describing different products or services, the messaging could sound like it’s coming from one voice – yours.
- Intuitive Navigation – Does your site navigation flow in a way that makes sense? A well-designed site map can help visitors understand how each part of your business comes together.
A website that is designed for conversion will incorporate all these elements to tell the story of your business and what it has to offer in a way that makes sense to a visitor who might not know anything about your business.
Your site is undercover. DEEP undercover.
Every issue we’ve discussed up until this point hinges on the fact that visitors are actually looking at your website. But we haven’t talked about a huge part of the process… actually getting them to your site! If your people – potential clients and leads – can’t find your website by typing a few keywords into a search engine… your site might as well not exist. It’s there, but it’s basically undercover. DEEP undercover.
While search engine optimization (SEO, for short) can seem intimidating to even the most tech-savvy entrepreneurs, most web designers and developers these days know exactly how to make sure your website is not only visible, but prominent in relevant searches.
There are plenty of ways to make sure the right people can find your site – a good developer can help you design intuitive, SEO-friendly site navigation, set up custom page URLs, and use content management systems to their fullest potential.
Of course, featuring relevant, helpful, and searchable content on your site is a huge part of the picture. Your SEO strategy is a natural extension of your larger marketing strategy and business goals – so it’s important to get it right and find the right support if you need it. Your site won’t do anyone any good by playing digital “hide and seek” + you can’t get more business if people don’t even know you exist.
Some of these issues sound a little too familiar?
Ready to invest in a website that will bring more business your way? I’ve got the tools and experience you need to make your site really work for you. Let’s talk.
Share with friends
You may also like...