Internet users can be a lazy bunch…
The average user only spends 58 seconds on a website, with 55 per cent of visitors spending less than 15 seconds on a web page.
This means you only have 15 seconds or less to impress users, and within the first minute, you need to have made a good enough impression to convince them they want to stay and potentially buy whatever it is you’re selling.
So, is your website good, or is it terrible?
We hate to be the bearer of bad news, but unless you’re the luckiest website owner around, if you’re guilty of any of the following, it’s probably time to rethink the design and functionality of your website.
Your Site Lacks Purpose
What’s your website’s goal?
Websites cost money and require regular upkeep, so it’s essential for the purpose of your website to be 100 per cent clear. Your website could look great, and maybe it’s really easy to navigate, but none of that matters if your users don’t understand what you want them to do.
For instance, if you’re selling clothes online, it should be immediately obvious that that’s what you’re doing. This may sound like a no-brainer, but it’s surprising how many websites out there lack a clear purpose.
If someone can’t tell what your business does, they’re going to lose interest very quickly – within 15 seconds to be exact.
It Lacks Personality
What are your unique selling points?
There are thousands of insurance companies out there, thousands of construction companies, and God only knows how many restaurants and lifestyle websites there are. So, what is it about your business that’s different to your competitors?
Generic images and broad statements like, ‘we’re the best in the business’, ‘we’re family-owned’, and even ‘we’ve got x years of experience’, are not your friend. Why? Because everyone else is saying the exact same thing.
A good website should be on brand. This means the colour scheme should complement your logo and the images and text you use should not only represent what your company does, but also illustrate your company culture, values, and ultimately, your point of difference.
It Isn’t Mobile Optimised
Did you know that 80 per cent of Internet users are browsing the web on a mobile device?
If your site isn’t optimised for tablets and phones, you’re going to be alienating a large chunk of your potential users. When a site is mobile optimised, it is easier to view and operate on a small screen. There’s also a good chance that the design and layout will be different to your normal website so that key features like your company logo and your call to action can be easily spotted.
You Don’t Have an SEO Strategy in Place
Regardless of how good your website looks and feels if it doesn’t rank well on Google, it will never get the recognition it deserves.
Search Engine Optimisation (SEO) will ensure your website meets all of Google’s criteria, so when people search a term related to your website, your website comes up. Good SEO covers a lot of different things, from speed to usability and quality content.
SEO is a broad concept and also covers a lot of technical aspects that relate to good website management. If you don’t understand it, hire a digital marketing company that does.
The Navigation Sucks
If no one can find the link to women’s boots on your website, chances are no one is going to buy a pair of women’s boots.
Everything on your site should be easy to find, and going from page to page within the site should be simple. If it’s not, people will lose their patience and go elsewhere, which is certainly less than ideal.
The Quality of Your Content is Questionable
Never outsource website content to writers overseas. Why? ‘Because they write good’…
This is repeated so much within the digital marketing space, but content really is king. Make sure every piece of text on your website is sending a vital message, that it contains all of the keywords you want to rank for, and that it’s concise and sounds natural.
Proper grammar and a creative flair will also help keep your users engaged.
Designing a website that is as functional as it is stylish is no easy feat. So, how does your website stand up?