If you do not have a website for your business, it is difficult to succeed. The modern consumer requires an online presence for almost every industry. Just because you have a website, does not mean that it is effectively engaging your customers to improve sales. Although there could be many factors as to why your website is not generating conversions, the following is a list of the 10 biggest website fails that your business could be making.
One: Broken Payment Platform
It is your responsibility to ensure the shopping cart and payment process is working. If you are unable to receive a payment, you will never make a sale, regardless of how amazing your website is.
Two: Cluttered Content
There are still thousands of online businesses that force music or videos down your throat when you first enter the site. These are the same sites that have banners, flashing lights, bright colors and just poor overall website design. These sites are annoying, disorganized and it is difficult to find what you are searching for. Also, all of the flashiness will slow down your site which adds insult to injury.
Three: Difficult to Find Information
In addition to searching for information that will improve their lives, visitors want to be able to easily find your business address, contact information, hours, pricing, “About Us” page and social media options. If you do not have this basic information easily available in the website design, most customers will look elsewhere.
Four: Excessive Jargon
While you may be an expert in your field and want to be seen as an authoritative site, your average consumer is unlikely to understand the technical jargon described on your website. Use straight-forward language that easily portrays your message.
Five: Outdated Website Design or Information
In some instances, your site just has an outdated website design or information which eliminates your credibility. This does not mean your website design needs to be updated monthly but if it has been many years since your last website design update, it is time.
Six: Poor Content
Your customers have a problem that they need solved by navigating to your website. Therefore, your website design must incorporate relevant content that solves their problem or provides information as to how it can solve their problem.
Seven: Poor Navigation Options
Many online businesses send traffic to their homepage instead of relevant links that the customer is searching for. There are many reasons this may have happened but the homepage is not as critical to general traffic and the overall website design. What is critical is bringing the potential customer to the area of your website they want to access.
Eight: Responsive Website Design
Responsive website design is a must-have for any website as potential customers need to be able to access your site from their mobile device without losing functionality. Not having a responsive website design will even cause penalties with the major search engines.
Nine: Slow Loading Speeds
With modern technology, customers expect your page to load at lightning speeds. This typically means the page should load in two seconds or under, regardless of the device used to access the site. There are websites, such as Gtmetrix and Pingdom, that provide insight into the speed of your site.
Ten: Unclear Calls-to-Action
You do not want to leave your visitors guessing the message you are trying to send and what to do next. Therefore, you must give them clear instructions using a call-to action hyperlink or button that is easily recognizable. Without the calls-to-action, your potential customers will not proceed with your products and services.