A website is a fundamental aspect of any business, yet an ineffectual, or worse, ill-conceived website can in fact be costing your business money, both directly and indirectly. Here are some ways in which your website could be impacting negatively on your bottom line:
Your website is not mobile friendly
According to Google no less, users now access sites more frequently from mobile devices than they do from their traditional desktop device (approximately 55% access via mobile devices as of 2018), so if your website is not optimized to support a mobile version, then you are losing effective access to more than half your potential customers or clients.
But the potential damage doesn’t end there. With Google moving towards rankings that favor optimized mobile-friendly sites, failing to provide a site which works effectively on mobile devices could actually start to impact the number of organic hits you get from search engine traffic. Now is the time to act if you are lagging behind.
High bounce rate
A bounce rate is calculated by the number of visitors to your site who immediately hit the back button after arriving. This can be for a multitude of reasons, but the most typical is that your site is simply not compatible with the product or service that they are searching for. This could reflect the fact that your site is not effectively reflecting your product through tools such as SEO key words, or simply the visual presentation of your site upon first landing on it is putting people off.
Slow loading times
We live in an increasingly impatient society, so slow load times will result in potential customers and clients abandoning their trip to your site, simply because they could not cope with the slow speed. Optimizing you site through speed tests and using plugins to reduce the sizes of images and videos is an effective means of increasing loading speed. And remember, this can and will also affect your rankings.
Poor conversion rates
Right, so you are effectively attracting users, and they are sticking round on your site, even signing up to your mailing list or becoming a member. Now it’s all about converting this user into a buyer. Conversion rates are the bread and butter of business’s metrics, and a poor conversion rate can signify many things. Related to your website specifically, it could be that you are not offering the right support to users who have queries, or you do not display your products and services adequately. It may be that you do not react quickly enough. Conversion is the main objective, so ensure your website supports this goal, not hinders it.
Poor viewing and navigation
Have you ever considered your website through the eyes of a user who is arriving there for the first time? You know where everything is because you have been there since its inception, but is navigation logical, and is it easy on the eye. Websites that look anything other than professional are not going to interest potential clients and users, and websites that cause any modicum of difficulty to get around are going to assist in losing patience extremely quickly. Both will result in departure from your site.
Many users cite a lack of product and service reviews, or testimonials as being a major reason for their exit from a site. Including these simple techniques means a lot.
“This all boils down to credibility,” states Charles Franks, a marketing writer at Brit student and Next coursework “If no one has ever reviewed your product, then perhaps no one has ever purchased your product, and then how can I trust your product? It really is as simple as that.”
No call to action
What does a user need to do now he or she is on your site? It may sound simple, but not including calls to action seriously harms your chances of making a conversion (by as much as up to 62% according to reports). And don’t be afraid to be overt. In fact, that’s what people actually want.
Unprofessional writing style
What you write, and the way you write it, reflects upon your business. The simple fact of the matter is, poorly worded text with grammatical mistakes will eradicate trust in your ability to do what you say you can do. Proofreading your site (often many times over) for errors, including with punctuation and spelling) will help no end to prove you are offering a valuable and professional service or product.
Content editor Martha Jameson is a highly-valued team member at PHD kingdom and Academic brits where she also lends a hand to proofreading and editing duties. In a previous life, Martha was a web designer, and has considerable expertise in this field. Now she is a writer too, and you can find her thoughts, tips and insights on blogs including Originwritings.
Featured image: Unsplash