The value of your business website as an investment largely relies on the amount of traffic that it gets, the number of visitors that stay, and most importantly, how many of these prospects actually convert into customers.
By using metrics and analysis tools, you can easily gauge how your website is performing. However, these data will not tell you exactly why you’re getting such results. So in this article, we will enlighten you on the possible reasons your website is not working for your business.
Your website lacks Search Engine Optimization
Search Engine Optimization or SEO is one of the most crucial aspects of your website that you should never disregard. SEO is the key to making your website visible to your target market in this vast sea of web pages we call the internet.
Even if your website is developed to perfection, it means nothing if it doesn’t show up in search results. If it can’t be found through search engines, your website will most likely have poor traffic, and ultimately low conversion rates. To solve this, you can implement effective SEO practices in your web content, headings, meta tags, alt tags, URLs, sitemap, and other aspects of your website.
To find out if there are crawl errors that result in people not finding pages in your website easily, you can use Google Webmaster Tools. Through this tool, you will know what’s wrong and how to resolve them. However, this is limited to the errors raised by Google.
Your marketing strategy is not attracting the right visitors.
One reason your website is underperforming is that you are not attracting relevant people. To find out, consider the current people that visit your site. You can use traffic tracking applications such as Google Analytics to know your website’s bounce rates.
Does your site have a high bounce rate? Or simply put, do your visitors quickly leave your website upon realizing what you offer? If so, this may mean that you are not getting the right audience, and your website is missing out on conversion opportunities.
In order to avoid bringing meaningless traffic to your website, you may want to review your marketing strategy and improve your targeting. Make sure that you are promoting your website in the right channels depending on the demographics of your target market.
If you are using paid advertisements, consider modifying your campaigns or totally cut off those that are not showing positive results. On the other hand, if your organic promotion efforts are not turning out well, re-evaluate your existing social media strategy and try to put yourself in the shoes of your target market.
By doing so, you will understand the kind of information that your prospects are looking for, as well as the channels they visit to obtain the information they need. Once you learn that, create informative, interesting, and relevant content that will attract potential clients; and then promote these on social media, online forums, and bookmarking sites.
Your website is unresponsive and has a poor design.
As mobile browsing and shopping become increasingly popular, it is important to make sure that your website adapts well to this trend. Search engines favor mobile-friendly websites, while unresponsive ones get pushed down the ranks. So if your website is not performing as expected, assess if your website is unresponsive or not mobile-friendly as this might be the culprit.
You should also consider the design of your website, and make sure that the pages are uncluttered and your site navigation options are clear and understandable. If your visitors find it difficult to navigate your site or the way the content is presented gets them confused, chances are they will get distracted by conversion points or probably just leave your website.
One way of knowing if you need to fix the navigation options is by using Google’s Page Analytics tool to learn how users engage with various sections of your site navigation. If you found out that there are parts which receive lower click rates than the others, you may want to consider regrouping the navigation items into more generalized sections. Alternatively, you can take the link off the item with a significantly lower click rate and place it on a certain page instead.
Your website’s content is not connecting well with your target market.
Time and again, you hear marketers say “Content is king”. However, it is important to emphasize that not just ANY content will do the trick. It has to be great! By this, we mean unique, valuable, relevant, and SEO-friendly content.
When developing content for your website, make sure that you are balancing the SEO and “value” aspects. Remember that you are not only writing for search engines, you need to connect with your prospects by not only providing information but also engaging them.
If your website is underperforming, review your site’s content and make sure that everything is perfect. Check for quality, grammar mistakes, inaccuracies, SEO practices implemented (or lack thereof), Call-to-Actions, reader comments (if available), social media shares and likes; then improve areas where you lack.
Final Thoughts
The first thing that you need to do to improve your business website is to know what is wrong with it, or what you’re doing wrong.By doing so, you will be able to come up with effective solutions or improve your current processes. Hence, consider this article as your first step towards a better website. Keep in mind though that those covered in this article are just some of the many possible reasons why your website is underperforming.
We understand that it can be really frustrating if after working so hard, spending money on your website, and exhausting all imaginable means to improve your site, you just don’t get your desired results. You may even feel hopeless, and start to consider giving it up.
However, always remember that it is never too late to turn things around. Our team of web designers, developers, digital marketers, professional writers, and SEO specialists at Infinit3solutions is willing to give you a hand in transforming your existing one into a kickass website!
We provide comprehensive services that can cater to whatever your business site needs to perform well. Some of these services include:
- Complete Online Presence
- SEO Bundle
- Social Media Starter and Maintenance Kit
- Blogging/ Content Writing
- Website Overhaul
- Customizable Maintenance
If you want to learn more about each of these, don’t hesitate to contact us today and allow us to explain how we can boost your business website’s performance.
