The Real Reasons Why Your Website Isn’t Acomplishing Your Goals

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By Keith Curreri on December 15, 2014

confusedYour website should be a powerful sales tool for your business. It can help attract new customers even when you’re closed for the day, and gives potential clients insight into what your brand is all about. But sometimes business owners become frustrated when they realize that their site simply isn’t selling the way it should be. If this is the case for you, see if one of these reasons is to blame:

The site is too focused on you and not on your visitor’s needs

A visitor is coming to your site because they’re hoping that your company can solve a problem for them or can provide them with information. They’ve clicked on your site for their own purposes, not just to read about how great your business is. Therefore, your site must provide some sort of benefit to the visitor or else you won’t keep their attention. Whether it’s offering information or showing a selection of products that can help improve that person’s life, make it easy for them to find what they need.

Your site is hard to navigate

When someone visits you online, they should immediately be able to find the information they’re seeking. If your site is full of confusing tabs, text that’s hard to read, or an overwhelming amount of images, you’ll find that a user is hitting “x” pretty quickly.

The information is outdated

If you’ve moved offices or have changed phone numbers recently, it’s crucial that your website is updated accordingly. Additionally, you’ll want to make sure that the other content on the site gets freshened up regularly. If you’re still boasting about holiday specials and it’s June, potential clients are going to view the site as outdated and useless.

It’s not built with various screen sizes in mind

If you’ve ever typed in a URL on your phone and had to pinch and squeeze because the site wasn’t optimized for smartphones, you know what this is all about. If you want your website to sell for you, it has to be built with a responsive design, meaning that it resizes to fit the screen on which it’s being viewed. This way it’s equally easy to navigate it on a phone, laptop, or tablet.

It’s difficult to find

You can hire someone to build the most beautiful site in the world, but if no one can find it when they’re browsing online, it won’t do much in terms of selling. This is why SEO is so important. Potential clients aren’t going to dig through 16 pages on Google when they’re searching for a chiropractor or a nail salon or a catering company. This means you need to place a high priority on SEO, ensuring that your site is easy to find when potential customers are looking for a business in your field.

You’re not taking full advantage of testimonials

No one wants to come across as arrogant, but your company’s site should properly illustrate why someone would want to work with you. If you’ve won awards, appeared on national talk shows, or accomplished things that others in your industry haven’t, make that clear on your site. Testimonials from satisfied customers are another great way to establish yourself as a leader in your industry. These components can encourage a would-be client to pick up the phone and make an appointment or place an order with you.

 

How do you ensure that your site sells for you?

Image: Eric

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