For the vast majority of businesses, their website exists in order to help them increase revenue. Whether that means customers buying directly from their website, or the website being a significant part of their sales funnels in turning visitors into prospects or leads, it is imperative that the website converts.
If your sales and conversions are not as you would like them to be on your websites, it signifies that something is wrong. Where many business owners struggle is in identifying what is wrong, and more than that, many of them do not even know what to look for. Taking this a stage further, whilst they might know what is wrong, most business owners are unsure as to how to fix the problem.
This can be extremely frustrating for many business owners as their websites are an essential element of their revenue creation, or at least it should be. When the website is failing to live up to that expectation, the business will inevitably suffer given that less revenue means lower profits and even losses.
To help you understand what might be the issue if you feel your website is not generating sufficient revenue, we are going to highlight some of the most common causes and give you some suggestions as to how you can put them right.
Your Website Is Unattractive
We have to be upfront and tell you that one of the more likely causes of your website not converting is that it looks awful. Now, we appreciate you might have spent hours building your website and you may regard it as your online ‘baby’, and whilst every real baby IS beautiful, the sad fact is that there are loads of websites that are just plain ugly.
Try to put yourself in the place of a first-time visitor and open your website on your browser. Be absolutely honest with yourself and answer the question as to whether this website is genuinely attractive and welcoming. Even if you are 100% certain that it is, we would still suggest you get a second, unbiased opinion.
There are many reasons for a website to be ugly such as wrong colour choices, too many images, poor images, inconsistencies with fonts and font sizes, and poor layouts. If your website is ugly, then visitors are not going to stay, and they most certainly are not going to be converted into a buyer or a lead. If you feel it is time to have a new website designed, here are a few things web designers need to understand.
Poor Search Engine Optimisation (SEO)
SEO is the means by which a website owner attempts to improve its ranking on search engines and in particular, Google. There are many ways in which SEO benefits your website, and obviously one of them is that better ranking which should bring a greater amount of organic traffic to your website.
In addition, there are many on-site optimisations that take place as part of SEO, which also improve the experience of visitors to that website. One example is content, whereby well-written quality content that is not stuffed full of keywords, is enjoyed, and appreciated by visitors. As a result, they are more likely to remain on the site, and maybe more amenable to filling out a quotation request or purchasing directly from the site, if that is an option.