When we start a business, we know that a website is vital for generating traffic and conversions. The problem that many businesses face is that they become too busy and no longer have the time to update their site and it stops performing the way that they want it to. An underperforming website can heavily impact on the success of your business, so we’re taking a look at the most common reasons for poor performance and how to avoid them.
Your site can’t be found
Website success will rely on your site being found by search engines and customers. Your website should be optimised for SEO if it isn’t then that’s where you need to start. Typically, this means that your content needs to be relevant and include keywords and phrases associated with your industry. Your site should be fit for purpose and provide a unique customer experience. The majority of customers will not look past page one of search results, so if you fall onto page two, three or below then chances of you gaining any significant traffic are slim. Algorithms are constantly changing so to find out how your site can be improved, contact Bitlab.
Slow to respond
Nothing is more frustrating than a website that takes a long time to load. In an impatient world, if a site doesn’t load within a second you can see a significant drop in conversions. There are several ways to improve your website’s speed, we take a look at them on our blog, but one of the main reasons is that your page is too crammed with too much information. Remove any unnecessary media from your pages and make sure the remaining images and videos are as small as possible without impacting quality.
It’s mobile unfriendly
Mobile devices are being used to search and purchase online now, more than ever. That’s why there is now a much larger emphasis placed on mobile-friendly websites when it comes to organic rankings. Your website needs to appear perfectly, and all of the features need to work, if the site doesn’t work properly, then your visitors will not use it. They are also unlikely to view the site on a desktop at a later date
If your website is fussy, disorganised or poorly laid out, then you will encounter low traffic and conversions. Navigation should be simple, headers should be clear, and it should be obvious what each page is about. Content should be well organised and relevant, there should be no spelling, punctuation or grammar errors. Content is responsible for most of your conversions, if it is of poor quality, then customers will question the quality of your product/service. Check your site for broken links; they can cause frustration amongst your audience. You should have a site search option, and it should work, nothing will deter your customers more than searching for an item and getting irrelevant results.
Unfortunately, in the world of digital, appearances do matter. The quality of your design will reflect the quality of your business. Your design should be in-line with your brand, your goals and your target audience. Use relevant images, try and use original images where possible, stock images can make it seem that you’re not putting in much effort. Using images of your team can help to build trust in your business too.
If you take any personal information from your customers, then you need your website to be secure. In a time where fraud and security breaches are a major concern, security has never been more important. An SSL certificate is easy to obtain and can mean the difference between a customer choosing you or a competitor.
There are many reasons that your site is underperforming; these are the most common mistakes that our clients are making. At Bitlab, we take the time to understand you, your business and your customers so that we can design a bespoke website that exceeds your expectations. To speak to our team, contact us on 0330 041 4564, use our contact form or email firstname.lastname@example.org.