You have a beautiful-looking website. You originally invested a great deal of money to have a reputable firm design and build it yet you see almost no return on investment (ROI).
When you start to look into why your website is ineffective, you start to discover that not only are you not increasing website traffic but you are actually losing traffic, losing potential customers, and losing the opportunities of establishing new relationships. In fact, your website may be failing to attract visitors at all.
How to get your website to become effective and remain effective
You should have a balance between graphics and text on your website. The website should definitely be aesthetically pleasing but should have valuable content that is easy to download at the same time.
You should always test your website on more than one browser. What looks fantastic on one browser make look terrible on another browser. Many people still use text-only browsers at this point in time.
You should always remember to be meticulous with your website; keep it clean and up to date. You should look for ways to update your site at least once a month. If you let your visitors know that you are doing this on a regular basis, it will be an incentive for them to return to your website often. Even if they visit your website only because they are curious, they are still visiting.
You also need to make sure that you are reviewing your website analysis on a regular basis. Otherwise, you have no way of knowing for sure if your website is totally doing what it is supposed to do.
Issues with your positioning and branding
Website conversion rates: Differentiating and clearly articulated value propositions have a profound effect on website conversion rates. The conversion rate is a measurement of visitors who fulfill your intended outcomes. Those outcomes could include contacting you directly, buying a product from your site, signing up for a blog feed or newsletter, etc.
Your value proposition, which should be the centerpiece of your homepage, should answer the question “Why should I choose to do business with you instead of your competition?”
That is the most important question in business. People struggle with it all of the time. If you are missing an opening message that really grabs your visitors, it can seriously have a negative effect on the ultimate success of your business.
If your website visitors go to your home page and leave quickly, something isn’t right. Your content is not enticing them enough and it is not answering the fundamental questions “Can this company fulfill my needs” and “Should I explore this website further?”
An area of your website that can prove to be problematic is your landing page. The landing page is the first page that a visitor sees. The reason for this is that you generally have some well-indexed content that your visitors have found in a search engine.
It is key to understand how the visitor thinks here. Visitors come to your website to find something specific. It is irrelevant how they may have found you (on purpose or by accident). Initially, they may have absolutely no interest in you and possibly no idea of who you are at all.
It is critical that the first page that they come upon on your website engages your visitors instantly and communicates a solution to their unfulfilled needs. Additionally, your content must be compelling enough to attract them to other areas of your website. You need to make them want to learn more about you. It is not sufficient to merely give them a lot of good information. Otherwise, they will take all of that in and then they will leave.
Hopefully, your traffic reports are detailed enough to communicate to you which keywords are effective at bringing visitors to each page of your website. This helps you to understand where your visitors are coming from, mentally.
If your website visitors are reading the page and leaving, you have succeeded at giving them what they want but you have failed at drawing them to the rest of your website. This can be fixed. You need to improve your navigation and make it more compelling and you need to have calls to action on your website pages.
There are many websites that offer great information and compelling content and that’s the end of it. It is so important to guide visitors to the next step that you wish them to take. If you count on your website visitors to do this by themselves, there is a great chance that they will either make a different choice than the one that you want them to make or they will just leave your website altogether, which can impact how much business you do.
Issues with building your credibility
Testimonials that are authoritative, powerful and specific can have a serious impact on your website’s conversion rates. You must ask yourself the question “Am I potentially losing business because my website does not adequately establish my credibility and value?”
A great way to get in touch with this is to review your website for credibility by building content, for example, testimonials, case studies and client lists. You should distribute your testimonials throughout your website, using one- or two-line excerpts that are appropriate for the content on each page. The testimonials can be about a product, a service or the value of subscribing to your blog or newsletter.
Be sure that all of the content is linked to and from other pages so that your visitors can find it very easily. If, after that, you start getting more phone calls or Emails, you will know that you have done something positive to make your website more effective.
We are pleased to provide you with the insightful comments contained herein. Please contact us at CompuKol Communications for further discussion on how we might be able to assist you and your team.
Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies.
Mr. Cohn founded CompuKol Communications to help small businesses and entrepreneurs increase their exposure and reputation on the Internet. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility.
Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.
Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.