Your website is the showcase of your brand, the shopfront of your business. It’s the key to connecting with your customers and keeping them interested in your brand. That’s why it should be central to your digital marketing strategy.
Having all the essential ON-SITE SEO elements in place secures a high search engine results page (SERP) ranking, which helps to convert leads into clients. However, to improve website conversion, focusing on design and UX (user experience) is crucial.
A website not converting is a common issue for many businesses. So, let’s look at the most common reasons why, as well as key steps you should take to turn window shoppers into long-term loyal customers.
Your design isn’t enticing
Once you’ve taken the right SEO steps to bring organic traffic to your website, you need to engage them with your website’s layout. One of the main causes for a high bounce rate (when users click off your website straight away) is a poorly designed website.
A well-designed site should be eye-catching and intuitive, with low loading times. Images, colours, and fonts should capture the spirit of your brand. Menus should be easy to navigate and shouldn't overload users with options when they hover over a button. Also, your website should be mobile-friendly, as consumers make more purchases using a smartphone than a laptop or desktop computer.
If your website has a clustered design with a hard-to-use menu system, customers aren’t going to stick around and your brand won’t build a loyal audience. Entice them with good design to make your website convert.
Your messaging isn’t clear
Your website content should give your audience a clear idea of who you are and what you’re about. Through words, images, navigation and page structure, your website is a tool to convey your story using niche details about your brand, company size and what your product or service can do to improve the lives of your target audience.
A clear brand mission and vision are essential, together with brand guidelines that help your team understand how to follow them. That way, your website’s content and overall design will reflect the messaging of your brand.
Using an inconsistent tone or misleading narratives will mean that you’ll fail to connect with your customers and lose potential leads, a harmful consequence of mixing up your messaging.
The UX needs improving
The user experience (UX) is crucial to the success of your website. Factors like complicated checkout processes, long loading times, tangled menu systems and bad customer service are guaranteed to put customers off.
Giving your users a smooth, intuitive experience should be central to your website strategy. So, simplify layouts, implement responsive design and provide personable customer care. Above all, engage and inform your audience to successfully guide visitors through the sales funnel and improve website conversion rates.
Your CTAs are buried
Once you’ve dazzled your audience with great web content, it’s time to get them involved on a deeper level. A call to action (CTA) is your chance to captivate and motivate your audience, turning interest into action and moving them smoothly down the sales funnel.
Whether you’re asking your website visitors to call for more information or to make a purchase, a good CTA should have a prominent place on your website, shouting out to your audience loud and clear that now’s the time to act.
Without a short, sharp CTA, your audience could lose interest. Instead, make your CTA clear, big and clickable.
You’re not building trust
You might still be wondering: why is my website not converting? It could be a trust issue, which takes time to overcome. A pivotal part of digital marketing is developing credibility with your audience.
Through case studies and reviews, you can demonstrate how you helped previous clients solve similar problems, giving the casual visitor great insight into the benefits of your products or services. Without trust, potential customers won’t invest their time and money.
You can also create content that informs and resonates with your audience. Captivate them on social media. Communicate with them using clear consistent language. And, showcase expertise in the things you know, while being honest about the things you don’t know.
At Contese Agency, we will develop your website in a customized manner, including web content, design, development, and SEO optimization. Contact us to get started on our work.