7 Reasons Why Your Website isn’t Working for Your Business
There could be numerous explanations as to why your website isn’t working for your business, such as inadequate design, insufficient content, or a subpar user experience. These are only a few basic causes that could be hindering your website from generating new inquiries or prompting potential clients to contact you via phone.
I understand that you may have been promised that your new website would attract a flood of customers eager to purchase your products and services. Unfortunately, the reality may be quite different.
This concise guide will outline seven potential reasons why your website may not be effective for your business, and provide suggestions on how to improve its performance.
Pay attention to your website
One of the biggest reasons your website might not be helping your business is that you’re not taking care of it properly.
Some people create a website and then forget about it. They don’t make any changes or updates, and just hope that it will attract more customers over time.
But this approach rarely works. Your website is like a store window for your business, and you need to keep it looking good and up-to-date if you want it to help you attract new customers.
One way to do this is to regularly check your website and your competitors’ websites, and look for ways to improve your own site. This might mean adding new content, updating existing pages, or making it easier for people to use your site. And if you can’t make the changes yourself use a professional website design services provider to help keep your site fresh.
If you take the time to do this, your website will start to work better for your business.
Focus on Problem Solving not Self-Promotion When Communicating with Users
Being sold to is generally disliked by everyone.
When visitors come to your website, they have a specific purpose – a want, a need, or a problem to solve. They are seeking solutions, not endless paragraphs extolling your company’s virtues.
To be effective, you must think like a problem solver. For instance, if you’re a courier company, rather than just stating that you’re a trusted business, consider highlighting that you achieve 99.9% of deliveries on time. This addresses a common issue faced by your customers – missed delivery times and angry clients. By offering a solution to their problem, you increase the likelihood of them reaching out to you for more information.
It’s crucial to identify your customers’ needs and provide clear solutions to those needs on your website.
Emphasize the Advantages, Not the Product or Service Directly
To build on the previous point, it’s not enough to simply solve a problem for your customers. You should also communicate the benefits of what you offer. For instance, let’s say you sell kettles online. Customers know they need a kettle, but what features or benefits would a busy household look for in a kettle? You could showcase the one-minute boil for quick cups of tea, its eco-friendliness with lower running costs, and its sensor that automatically switches off when boiling. These benefits are crucial for attracting potential customers.
Regardless of what industry you’re in, it’s essential to consider the benefits your product or service offers customers, not just the product itself. Whenever possible, try to think in terms of “which means that…” and apply it to everything you offer. For example, “We offer low-cost car insurance via our app” is a fact, but “We offer low-cost car insurance via our app, which means you can be fully insured within 5 mins, with no lengthy paperwork to complete” communicates a fact and a benefit. Which do you think is more appealing to potential customers?
When designing your website, be sure to include not only what products and services you offer, but also how they will benefit your customers. Make this information clear and prominent on your website.
Establish a Strong Brand Identity: Elevate Your Business Beyond a Name
Your business identity encompasses more than just the physical sign above your entrance. It encompasses how your customers perceive your company, the quality of your products and services, and the general public’s perception of your brand, in other words, your reputation.
When evaluating your website, it’s crucial to pay close attention to the language and content. Are there any independent customer reviews, award logos, links to membership organizations, or indications of your long-standing business experience, for example, 30+ years?
Take a thorough look at every online and offline platform where you have a presence and ensure that they all have a consistent tone, content, and message. Branding and reputation are vast topics, but it’s essential to start developing them now to make your website a valuable asset for your business.
Prior to making a purchase, customers require both liking and trust in you
Although a website is only accessible online, and new visitors may not have any direct contact with your staff, it may seem contradictory that it can still benefit your business. But how exactly can your website be an asset to your business? It’s actually quite simple. Consider all the ways in which your business interacts with potential customers, such as through social media, email marketing, or events like open days.
For instance, it’s crucial to ensure that your social media posts convey a human touch and align with your business’s brand and tone. By doing this, you can establish a connection with potential customers even before they visit your website, which can foster a sense of liking and trust for your business. As a result, this can significantly enhance the productivity of your website as there is already a pre-existing relationship with visitors.
Give a compelling incentive for people to greet you multiple times
To encourage repeat visits from potential customers, it’s crucial that your website provides something of value. A great example of this is a blog that offers practical and useful advice, which customers can apply to their own businesses. This principle applies across all industries.
For an online store, one effective strategy is to offer a discount or coupon code as an incentive for customers to return. Another option is to create a loyalty program or some other form of reward system. Providing helpful advice, useful tips, or product reviews can also be a powerful way to keep customers engaged and coming back. The key is to understand your customers’ needs and provide them with a compelling reason to revisit your site.
Get the right traffic not just any traffic
Having a huge influx of traffic on your website may seem like a great accomplishment, but if the majority of those visitors are not your target audience, it won’t benefit your business in any way.
To effectively reach and connect with your customer niche, you need to engage in advertising, marketing, or SEO strategies that cater to their interests and preferences. For instance, selling life insurance policies for individuals in their 60s to an audience primarily comprised of those in their 40s will yield minimal results.
Identifying your potential customers and creating buyer personas is crucial in attracting the right audience to your website. It’s more beneficial to have a smaller number of interested individuals than a large number of visitors who aren’t likely to convert.
Conduct thorough research to determine your target market, and then apply the steps outlined in this article. Develop content that caters to their needs, optimize your SEO strategies, and tailor your marketing campaigns accordingly. By doing so, you’ll soon start seeing positive outcomes.
Key Takeaways : Put the User First
To make your website effective in bringing in new customers and sales, you should regularly review it and make improvements. Spend at least half a day each month, or more if possible, analyzing your website’s content and performance data. Find easy ways to enhance it. If you leave your website without any updates, it won’t bring you results. You must make changes to keep it relevant and useful to your audience.