You have a business or recently started one.
You built a website for your business.
If this sounds like you, don't worry, you're not alone. You're probably in the majority. Here's the thing about designing your website.
- You probably don't have a ton of extra time to work on your website design.
- You quickly realize it's harder than you thought to design even the most straightforward home page.
- Once you're done (if you even finish it), it feels like it's doing nothing to help grow your brand.
Your website doesn't work (yet), but there's hope!
It's not possible to become an award-winning web designer overnight (we tried), but the truth is there are some pretty simple things you can do to take your website from meh to pretty damn good.
Below we've compiled a list of reasons why your website is performing poorly, and then provide a couple of quick fixes that work for our clients and are sure to give your business an overnight boost.
1. No one can find your site
If you are suffering from crappy website traffic, I have good news for you. You're one of the few businesses we work with that even knows how to track that information. If you have no idea, look up how to add google analytics to your website ASAP.
Low traffic is one of the prime reasons our clients are an inch away from giving up on their website altogether. I'll be honest. It's one of the hardest things to do when it comes to improving your website.
Search Engine Optimization or SEO is a long-term strategy that requires time and effort. Even after devoting hours to creating valuable and engaging content, there's no guarantee.
Picture Google (or Bing... if that's your thing) as the bouncer at the hottest nightclub in town. Unless they know, you're not getting in ( the equivalent showing up on the first page).
How to get more web traffic, FAST
When we need to help our clients attract visitors to their website pronto, there are a few tricks we use to speed up the process:
- Create a Google Business Listing, or claim the one someone else created for you. Then fill it out with all the appropriate information. If you serve a local market, you will start to show up when people nearby are searching for your product or service.
- Share your website on social media. Once you finish implementing the other website improvement ideas below, your website should be on its way to being the best sales tool at your disposal.
Now you have traffic, but there's a problem...
2. Your headlines stink
A good headline has one purpose: Keep your visitor from leaving your website.
Sounds simple right? Here's the thing. There's a good chance that your main headline is one for the following:
- Your companies name (that's what your logo is for)
- A rambling sentence about how amazing your business is (zero substance = zero interest)
- A list of the things you do or sell (could be worse, but you're getting there)
If people never make it past your headline, you might as well not have a website at all. The math here is simple, improve your headline copy, decrease your bounce rate, increase your conversions.
How to write better headlines
You don't have to be a professional copywriter to write compelling copy. Try using these tips to write something that will resonate with your website users:
- Tell your customers how you are going to improve their lives.
- If you can do this in 8 words or less, you're on to something. Your visitors are lazy, and if you don't grab their attention fast, it's game over.
- Use words that stir up emotions and shine a light on their desires.
3. "What do I do now?" (No Clear Call to Action)
One of my favorite sayings when it comes to writing effective web copy. "You confuse, you lose."
I have no clue who came up with it, but I like how it rolls off the tongue and love how well it works. People don't just want you to tell them what to do; they NEED you to tell them what to do.
Think about the last time you were trying to pick an entree at your favorite restaurant (If you can remember that long ago). The best waiters or waitresses will tell you, "You've gotta have the filet. It's marvelous". You might not even love steak, but you probably ordered it and were thankful for the instruction.
Compare that to your server rambling off the entire menu, leaving you even more confused and indecisive.
Long story short, here is a clear cut strategy to adding a strong call to action on your website:
- Tell them exactly what they need to do next. (Example: Set up Consultation, Send us an Email Schedule a call, BUY NOW)
- Never be Clever (We love rhyming over here). Not everyone has your sense of humor, and if they don't get the punchline, your chances of getting a click freefall.
- Keep it simple and keep it clear.
4. Your website is literally broken
Nothing erodes trust signals like a website that doesn't work the way it should. The good news is this can usually be fixed with minimal effort. Below is a list of the most common offenders when it comes to a poor user experience for your visitor:
- You have broken links that go nowhere, or to pages that don't exist anymore
- Your website is not mobile-friendly and impossible to use on some smaller mobile devices
- Your page builder (Wix, Squarespace, Wordpress) ran an update and it screwed with your design.
There's only one way to fix and or avoid these types of issues:
TEST DRIVE YOUR WEBSITE
It's easy to spend a ton of time designing a great looking site and then forget to test it out as a user would. Run through the steps below at least once a month, especially if you have plugins and widgets running on your site.
- Using your computer, spend an hour clicking every single link and button on your website and make sure it works, and that it sends you to the right page.
- Do this again but this time on your phone and/or tablet.
- Make a checklist of anything that seems off or wrong, and as soon as your done, go and correct any of the issues you feel comfortable handling yourself.