Your business website is often the first place a person will visit to find details about your product or service. But how effective is it at attracting – and converting – new customers? Sites that offer a poor user experience are a major turn off for visitors, and rather than generating sales, tend to push people away to competitors. Effective sites will engage the user and (hopefully) result in an enquiry or sale. That said, many companies are still not getting the most out of this fantastic marketing opportunity.
Some typical problems crop up time and time again, including (but not limited to) the below:
- The website uses outdated technology – In this digital age, technology moves quickly and websites need to adapt to a range of devices, including mobile. Sites that are difficult to browse on a handheld device are immediately at a disadvantage and often turn away customers rather than generate new business. Responsive, professional websites are highly affordable in 2015 and well worth investing in to remain competitive.
- Outdated design and layout – Design can say a lot about a business. An old-fashioned, cumbersome layout may have looked great a decade ago, but styles change quickly online. While a user-friendly interface is crucial to success, a site must look appealing and relevant to the target market.
- A lack of a clear focus – Many business sites fail to communicate effectively with customers. Rather than getting to the point and directing the visitor down a particular path, they provide too many options, too much unnecessary information, and ultimately leave the customer confused. A clear focus on your core business offer goes a long way to success.
- Lack of information or updates – If you want to keep potential customers interested in your products, you must provide a suitable amount of information and update content on a basis that makes sense for your business. Ineffective copy or outdated imagery is only too common online and businesses that provide new and interesting content are often seen as the preferred choice.
- Slow load time – With the widespread use of broadband, you’d be forgiven for thinking load times are a thing of the past. The truth is, speed is still an important factor on the Web. Fast sites tend to fare better than those that keep visitors waiting. If you want to convert a visitor into a customer, ensure your site loads as quickly as possible.
- Build it and they will come? – Getting people to actually visit your website requires quite a bit of effort. Simply having a site is not enough. Steps need to be taken to attract visitors from search engines, social media, advertising and also offline activities.