There are lots of reasons why your website might no longer delight you. Most new clients I meet aren’t happy with their website. It’s usually because they got a web developer on board and gave them pretty much free-reign to do what they wanted. The web developers didn’t always take the time to explore what their business does, what makes their clients happy and also the role that the website will play in their sales process. It’s a real shame. But it is how it is. This is why I believe that the way websites are built today is largely broken and needs to change. My advice is build your message before getting on to the technical build.
This is something I hear all the time, so if you’re feeling like this, the good news is that you’re not alone. The bad news is that you probably invested cash in your website but not the time and consideration it required and deserved.
Your website is the only part of your business that some potential clients will see. They’ll go there to do their due diligence and will often be swayed by what they see. If they love it, they’ll move to the next stage of your sales process. If they hate it you may have lost them forever – even though face-to-face you’d have been the perfect fit for them.
If you’re not happy with your website, it’s more than likely because you don’t think it’s a good or accurate reflection of you or the reality of your business. This is a real shame.
There may also be technical issues with your site, but in some ways, they are easier to fix than the ‘softer’ more customer focused, communication issues.
Here are just some of the things that might be working against you getting engagement on your website:
1. Design and User Experience (UX): A poorly designed website with a confusing layout, slow loading times, or difficult navigation can drive users away. If your website lacks a visually appealing design or fails to provide a seamless user experience, it may give the impression of being subpar – inadvertently making you or your business seem subpar. This is a relatively easy fix with the right designer on board who takes time to ask the right questions.
2. Outdated or Inaccurate Content: If your website contains outdated or inaccurate content you really are missing a trick. Getting your content spot on isn’t easy, but if it doesn’t feel like a true reflection of you and your business personality, it’s unlikely to generate leads for you. In fact, I’d even go as far as to say if it’s not representative of what your best customers love about you, even the leads it does generate mightn’t convert because people will be disappointed when the reality isn’t what they expect. Regularly updating your website with fresh and engaging content is crucial for attracting and retaining visitors.
3. Technical Issues: Technical problems such as broken links, slow page load times, or compatibility issues with different devices and browsers can significantly impact the user experience. These issues may deter visitors from engaging with your website.
4. Poor Branding and Messaging: If your website fails to effectively communicate your brand identity or convey a clear message about your products, services or value proposition, it’s unlikely that you’ll be happy with/proud of your website and also unlikely that it’ll generate quality leads. When it comes to websites, less is often more in the sense that giving visitors a tiny flavour of your fabulousness online is better than boring them to near-death with irrelevant, inaccurate blurb.
5. Lack of Call-to-Action: If your website lacks clear call-to-action buttons or fails to help visitors along their customer journey (such as making a purchase or contacting your business), it can reduce conversions and hinder the website’s effectiveness.
6. Limited Mobile Responsiveness: With the increasing use of mobile devices, having a mobile-responsive website is crucial. If your website is not optimised for mobile viewing, it can lead to a poor user experience and potentially drive away mobile users.
To improve your website, consider addressing these areas, working on user experience enhancements, and regularly updating your content. It may also be beneficial to seek feedback from your target audience or consider consulting an online professional for further guidance.
Would you like help to ‘Get comfy and confident on LinkedIn’ or to ‘Get your website looking and sounding like the real you’? Yes? Then book a chat directly in my diary. That way we can have a virtual coffee together to see if/how I might be able to help you. The call will cost you absolutely nothing, you’ll be under no obligation to do anything further AND I GUARANTEE you’ll get value from our call – otherwise I’ll pick up the tab for the virtual coffees 😂