If you build it, they will come.
That mentality is what fuels lots of websites. I built it, surely the clients will flood in the door. Excuse the dose of cold water, but that just isn’t true. You can build and launch a beautiful site, but if it isn’t converting readers into buyers, you have a problem.
What’s going on? Well, let’s talk about some of the things that might suck about your website!
1. Your Domain Name
Is it hard to spell? Is it hard to pronounce? Is it memorable?
Once upon a time my company domain was designanddevelop.ca. We’re Canadian, so this was entirely reasonable TDL (top level domain). However, our clients, especially those of them living outside of Canada, were constantly confused and ended up on designanddevelop.com. Not so good for my business!
Even now, though Design & Develop is a clear name, people misspell “develop.”
How to solve
It might be time for an official rebrand to change your domain – and possibly your company name – into something more client-friendly.
Another option is to purchase the commonly misspelled domain names and forward them to your proper domain.
2. Lack of Clarity
When someone visits your site or your social media, what you do should be immediately clear to them. If readers cannot locate this information quickly they have no confirmation that you solve the problem they are seeking a solution for – and they’re likely to go somewhere else.
How to solve
Get crystal clear about what you do, and communicate that above the fold on your website.
3. No Call to Action
What is the one thing you want prospects to do when they reach your website?
Most likely it’s one of:
- Click a link
- Call
- Fill out a form
- Send an email
- Buy something
This is called a “Call to Action” or “CTA.” It might sound bossy, but it’s what you suggest your readers do next.
How to solve
This one Call to Action should be clear, bold, and hard to miss. Add a big button, graphic, or statement that draws readers’ eyes.
Note that this is not a situation in which more is better: multiple Call to Actions are confusing and can cause decision paralysis (AKA, no action).
4. Too Much of a Good Thing
A homepage should be a place where you explain to your prospects who you are and how you help them. Address the customer needs that you solve.
However, once you get going, it can be highly tempting to continue to throw things at your readers. The next thing you know, your homepage is a jumble of offers, blog posts, services, products, testimonials … there’s just so much stuff that you’re now asking your prospects to wade through and figure it out. That’s work, people! It’s less work to look at your competition instead.
How to solve
Go on a homepage diet by deciding what is mandatory on your homepage and what is optional. Prune the optional stuff and get clear and direct about how the other things on the page funnel readers to do an action.
Conclusion
Tweaking your website to be a top performer can be a frustrating experience. Keep at it: every improvement you make is a step towards the goal of a website that converts.
