OnePoint are quite often approached by people asking why their latest marketing campaign failed to generate a return. More than often, the main reason is due to their website.
If your website traffic is steadily increasing but visitors are not converting, you have a problem.
In today’s day and age, the average page visit lasts less than a minute. In other words, your website literally has seconds to make an impression or risk visitors quickly leaving.
This is perhaps the most important aspect that drives all other website objectives.
We have listed the four factors that typically cause your website to fail and recommended solutions.
1. Your website is lacking trust
If your website doesn’t express a trustworthy and professional relationship with your visitors/customers, they are less likely to stay on your pages.
The real solution is to work with a professional designer to build a website that establishes trust. Common features to help boost trust include:
- Real customer testimonials
- Secure payment options
- Detailed business contact information
- Optimising navigation structure
- Using company logos and branding
2. Your website isn’t Engaging
When we talk about bounce rates, we refer to the percentage of visitors who leave your website without viewing any of the other pages. Bounce rate information can easily be accessed within Google Analytics for individual pages.
When looking at bounce rates, a high rate is a strong indication of poor engagement.
3. Low Value
One of the main reasons why most websites fail is due to the lack of value. Remember, your website needs to provide a compelling reason for visitors to stay and the best way to do that is to create engaging content.
- Blog articles
- Product reviews
4. Can’t be found
What good is your website if people can’t find it. You need to ensure your website is visbile in search engines like Google, Yahoo! and Bing.
While most people use search engines, it is paramount to have your website show in Google Maps, Facebook and other social media networks.
As we reported earlier, Google have started their mobile-friendly roll out and if your current website isn’t responsive or has a mobile version, prepare for your search rankings to drop.
Your web presence shouldn’t just be a website, but should include a network of sources that link to your website.
If your website isn’t benefiting your business, it may be time to upgrade your website. Contact a OnePoint team member today and let us help you!