Your website is the most important element of your digital strategy, maybe even more important than your Instagram and Linkedin profiles. It is one of the most important components of your business as it not only showcases important information about your products, your team and business story but is also where your potential clients get a real understanding of how you present your business to the world and, ultimately, make a decision to contact you (or not as the case may be).
When your visitors arrive, it is for a selected reason and with a selected purpose in mind which should ideally lead to sales but your website could be a huge turn-off for many and these could drive away your potential customers. Here are 5 reasons why your website could be driving away your customers:
1. Unprofessional Design
Your sites overall design is your chance at setting a good first impression. If your website looks too dated or unprofessional, it can instantly destroy credibility and trust. If you are serious about making money online or maintaining a professional online appearance, you should update your copy, images & blog post at least once a month. The design of your website is just as important as your user journey, hence, consider the type of customers you want to attract and design it accordingly. Having too much or less information on your landing page can also scare visitors away.
2. Poor Content
Having poor content on your site instantly sends a message to your customers that you either don’t know what you’re doing or don’t really care. It is essential to write your content as if you really want someone to read it (don’t you?). If you can’t write professional copy about your industry, hire someone to help you. While writing your marketing copies, it is a great idea to use images that are not too stock looking (shoot high definition photos of your business, if you can).
Your content should also include the prices of your products, when this is excluded; it may deter for your customer. They will easily abandon your site and find one that provides them with exactly what they are looking for; these include products and their price range.
3. Slow Response Rate
Your website speed is another way to create a lasting impression for your brand or business online. Here are few statistics related to site speed from Kissmetrics:
47% of consumers expect a web page to load in 2 seconds or less.
40% of people abandon a website that takes more than 3 seconds to load.
A one second delay in page response can result in a 7% reduction in conversions.
Thus, slow response rate is another reason for high bounce rate.
4. Poor Navigation
Website navigation is the centrepiece of each website, responsible for great user experiences. This is why its design shouldn’t be taken lightly. Bad website navigation can render all the content on your site useless for a visitor. This can lead to devastating bounce rates directly affecting your website traffic and how search engines rank it. For example, when a website visitor is faced with a navigation bar with many options, they are forced to read all of them in search for their content of interest. This decision making process is frustrating, as it takes valuable time and puts pressure on the visitor and can make a potential customer leave your website and never visit again.
5. Video Ads
If you want to have a video on your website’s landing page, consider having an optional ‘play’ button. Videos that play automatically are known to drive customers away, especially if they contain sound.
Having a modern, fresh, intuitive website is key to online business success. While there isn’t a need to redesign your website every year, taking an objective look is crucial to understanding whether your current design is helping you hit your business goals.
Izuehien Mary Ngozi
Social Media Manager