Is Your Website Hurting Your Business?

 
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Whether you run an online or a brick and mortar business, your website is a key point of contact between you and your target market. For many business owners, a website is your storefront, so when there are key elements missing from your site, your business can suffer — resulting in declining sales and missed opportunities.

If you’re looking to improve your website — or wondering why visitors aren’t converting to paying clients or customers — there are several things you should take into consideration to determine whether or not your site is hurting your business.

I know what works well for increasing conversion rates, traffic and overall user-experience…and what doesn’t. To help you run a thorough assessment of your current website, I’ve created a Website Assessment Guide for you.

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This guide outlines the exact criteria I look for when I conduct website audits for my clients. If you’re not a fan of DIYing and want to hire a specialist to complete this audit for you (and create a custom plan of action to help you increase your conversion rates), you can learn more about this service here.

If you’re not quite ready to go all in just yet, here are five simple (but important) questions you should ask yourself to start assessing your current website situation:

Is it Mobile-Friendly?

Over 50% of users access the Internet from their phones. Of course this percentage will vary from website to website depending on traffic, but this statistic shows that now, more than ever, you should be paying attention to what your website looks like from a mobile device. A website can look beautiful and professional from a computer screen, but a lot of things can go wrong if your site isn’t fully responsive, which can drastically effect your sales. Sites that look disorganized, off-balance or become difficult to navigate on smaller screens, will frustrate your visitors and may even prevent them from making a purchase or booking your services.

  • Quick Tip: On your computer, open a new browser window and head to your website. Start slowly minimizing the browser window and take note of any changes that occur that might interfere with user experience. You can also pull up your site from your tablet or mobile device to see how it looks to your visitors. Pay attention to how your layout, text and images appear as you reduce your window.


Is Your Message Clear?

Is it clear to your visitors (1) who you are, (2) what you do and (3) how you can solve a problem they’re experiencing? Do you have a statement that speaks directly to your target market BEFORE they start scrolling down your home page? What are you offering to your potential clients or customers? You want your message to be clear, compelling and appear above the fold. Keep it short, simple and don’t overthink it!

  • Quick Tip: Have someone visit your website and ask them if it’s easy for them to understand who you are, what you do and the problems you solve with your products or services. You can also ask a few individuals within your target market to get their feedback as well. If your message is unclear to them, it’s time to revisit this area of your website and possibly reevaluate your ideal client or buyer persona.

Where (and What) Are Your CTAs?

CTAs (calls-to-action) tell your visitors what to do and where to go next. These often appear in the form of a button, link, and/or opt-in form on each page of your website. For example, the CTA below directs you to the Website Assessment Guide I’ve created for you. You’ll also find plenty of other CTAs within every one of my blog posts and on each page of my website.

CTAs are important because they direct visitors to another page of your site, a contact form, a specific product or service, a newsletter opt-in or an external booking page. You can have more than one type of CTA on your website (and you should); just make sure it’s clear to your visitors what you’d like them to do next.

  • Quick Tip: Assess your current CTA situation. Do you have CTA’s on each page of your website? Do you also include them in blog posts? Do your CTAs clearly direct visitors to the next step — whether that be purchasing, booking, or opting in to your mailing list? If you don’t have any CTAs, take a look at your website and see where you can add links, buttons or opt-in forms to provide seamless navigation.


Is it Easy for Visitors to Get in Touch With You?

You want to make it as easy and painless as possible for your visitors to contact you. A fillable contact form is a great way to simplify the point of contact, but also listing your email address, location (if applicable), and any social media associated with your business is a general good rule of thumb to follow. If you have quite a bit of content on your site, it’s also a good idea to link to these points of contact throughout your site. For example, in this post you’re reading now, I linked directly to my client form above so readers can easily book my services if they want me to complete their website assessment and strategy plan for them.

Keep in mind that if it’s unclear how visitors should get in touch with you, you could be missing out on new clients and opportunities.

  • Quick Tip: Again, ask for feedback. Have a few people visit your site and ask them to test out this out for you. It should be quick and easy for them to find out how to reach you or book you.

Is it Easy to Navigate?

When it comes to user experience, there’s a lot to consider! If you’ve DIY’d your site it can be difficult to take a step back and see your site through the eyes of a visitor. Some questions to ask yourself when assessing the ease of navigation on your website include (but certainly aren’t limited to):

How’s loading time? Are your menus clear and easy to find? Is it clean and free of clutter? How’s overall user experience? Does the typography or colors distract from what you have to offer?

  • Quick Tip: Survey people both inside and outside of your target market if you need an extra set of eyes to view your site from a different perspective.

Final Thoughts

For many of us, our websites are our storefronts. They are a key point of contact, and sometimes our first impression with our target markets. We want our visitors to have a pleasant, memorable experience that influences them to book our services, buy our products and opt-in to our mailing lists.

We also want it to be as easy as possible for them to get to know us, understand how we can help them, and navigate our corner of the Internet. If you’re finding that your site isn’t converting, or isn’t making a lasting impression on your potential clients or customers, don’t forget to check out the Website Assessment Guide or schedule a free consultation below!

How is your current website performing? What are your biggest struggles right now?

 

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