There’s nothing more frustrating than taking the time to build out your website and implement call to actions that aren’t getting you any opt-ins or conversions from your efforts. Before you abandon your conversion strategy, altogether though, it’s worth taking some time to figure out why your website isn’t converting since there could be a number of issues impacting your success. The flaw could be in your website design and marketing strategy. Both will need a closer look to find out why this is happening.
Here are 7 reasons why your website isn’t converting, and what you can do to fix them. Follow these steps to boost conversions on your website:
1. Your Website Has Been All About You
Your website is not just about you. It’s about your clients finding your website and answering the question, “What’s in it for me?” You’ll want to focus on helping your customer. Take the spotlight off of you and understand a business website does not solely exist to fulfill orders.
After all, the main reason for having a company website is to attract visitors you can market to and convert into a lead and customer. Allow your content strategy to focus more on how you can overcome your customer’s challenges and put their needs over your own. Providing simple, real solutions can make a difference in their day or lives, so much so that they stay tuned to whatever else you have to say.
Yes, although it does help establish your brand, a website primarily assists in building relationships with customers. So if you’re not using your website to connect with your prospects then unfortunately, you won’t be converting any into customers.
How to Fix:
Educate and qualify your leads over time until they are ready to buy. Create an effective content strategy utilizing blogs, ebooks, how-to’s for instance, to either help solve a customer’s problem or ease one of their biggest pains. Remember, it’s less about you and more about the customer.
Then use lead generation to collect client information. Your business website is the primary tool to capturing a lead’s name and email in order to begin an ongoing dialogue. Offer something meaningful to your reader in exchange for their information and you’ll see higher conversion rates.
Satisfy a need that makes life a little easier or better for your lead. The more helpful you are, the more resourceful and likable you become, making it easier for your customer to trust you and more inclined to say yes to an offer. If you continue to nurture your leads with content they like, people are more likely to share, earning you the opportunity to be regarded as an expert in your field. Over time, readers will see your brand’s product or service as a clear solution to their needs.
2. Not Having Goals and A Strategy
Be clear on your website’s primary goal. What action do you want customers to take on your website? If your strategy is vague, your website won’t be converting.
Please don’t say “to buy my products or services.” Wrong. By now you should know this isn’t realistic and things just don’t work that way. People won’t buy something after spending only a few seconds scanning through your website. Converting isn’t sales. Selling or pushing products is sales. Marketing with your website is not the same thing, so don’t just try to jump right into your sales pitch.
How to Fix:
Establish Goals and Form A Strategy. Step back and ask yourself, “What’s the real purpose of what I’m doing here?” “How can I help my customers?”
Capture contact information and provide readers with amazing content quality to educate, entertain or assist your readers. Help them solve one of their problems. Let them learn from you so they will like you. When people like you they will want to connect with you. If you can help them they will trust you. This is how you ultimately build customer relationships with your prospects. Send quality information through advice, helpful tips, or useful strategies. Do this and you increase the chances of converting leads into clients. Do you want your visitors to click for more info, to read your blog post, join your email list, to contact you, or to receive an offer? Prioritize customer relationships and branding over making sales if you want your website to start converting.
3. Weak Content
Connecting with your readers and helping them get to know and trust you is the primary reason for marketing your website’s content. How else do you expect your website will get more conversions?
When your copy is more about you and less about your prospect, you’ll lose their interest quickly. Your website isn’t a place to spout out features or praise about you. So, create content they will want to read or see. Content should be informational or entertaining, and most importantly, not promotional. Remember, instead of developing copy to sell, your goal is to create meaningful content that helps your customer, and establishes a relationship between the both of you.
I wrote more on the importance of why you should focus on content. You can find it here. It is crucial to place yourself in the shoes of your readers. Try to see the content that you’re creating through their eyes. If your copy sounds impersonal, like you’re just trying to sell to them, tweak it a bit because you don’t want to come off as the business owner who’s always promoting.
How to Fix:
Create Content that Converts. Build trust and aim for amazing quality with blog articles, guides and videos on your website. Focus on having something meaningful to say in order to engage and grow your customer base. If you give people something they understand and want, they’re more likely to stick around to becoming a client which will bump up your conversion rate.
4. Unclear or Lack of Communication
Focus on continued contact through every means of communication available (by phone, email, live chat, etc.) Your contact information should be clearly available on your homepage before your prospect delves deeper elsewhere on your site.
How to Fix:
Make sure you’re clearly communicating who you are and what you do. The whole experience of your website should be a process that’s simple and straightforward for your customers.
Also, don’t be a stranger. Staying in contact with your readers through regular interactions ensures you will be kept in mind.
Whether it’s through educating your reader with blog posts or responding to their comments and questions, it’s creating these opportunities to interact with customers that nurtures your relationship. There’s so much truth behind “Take care of your customers and they will take care of you.” Providing relevant content to your reader increases the likelihood that those interactions will eventually lead to a sale.
It’s all about using your website to create connections that builds trust in you. Provide ways to help your readers solve their problems and they will value whatever your offer is. And if your readers like you they will most likely buy from you. This is when you begin to see your website truly converting, when you’re turning prospects into clients.
5. Vague Calls-to-Action (CTA)
Is it clear what you want your viewer to do, once they arrive on your website? Once your readers finish consuming your content, their thought should never be “Ohhhhkay…well, what do I do now?”
For example, if you’re using your website to gain more clients, make it easy for people to:
- Contact you
- Sign up for a free trial
- Make an appointment
How to Fix:
Make your calls-to-action clear. Put yourself in your client’s shoes and take a walk through your website. There should be a clear path laid out for current and potential clients to take action. Be strategic about the placement of these CTA’s as well. Take for example, your average blog reader, if you want to send them to a related post elsewhere on your website, place that link at the end. If you want the reader to sign up for your newsletter, place a contact box at the far right side of your website page.
Getting that prospect to reach out to you may very well be the most challenging part of your marketing strategy. So make it easy for online visitors to contact your business upon arriving on your website. Your website must be designed and built around encouraging readers to take action.
6. Bad First Impressions
Although it takes an effective marketing strategy to drive customers to convert, websites are valuable to making a good first impression on customers.
It takes less than two-tenths of a second for an online visitor to form an opinion of your brand once they’ve scanned your company’s website. That’s why first impressions still matter and reviewing your website’s design should be one of your first priorities.
People will always judge a book by its cover. Make that first impression positive by not letting clients see a website design that looks amateurish, or as if it was created by a child. The majority of online searchers expect to land on a professionally laid out website. Making a good first impression increases the rate of your site converting. A well-branded website is designed to convince people to contact you, whatever their interests may be.
How to Fix:
What do you think when you look at your website? It’s better to have someone look over your design as well. If they say it’s great, ask someone else. You want to hear honest feedback to give you something to improve upon. Your website’s design should reflect the qualities prospective clients are looking for. Online visitors won’t invest their time exploring a website that is designed poorly.
7. Do You Have Live Chat Bots?
If you don’t, consider offering your online visitors a live chat option integrated with a well-structured contact form on your page. This makes it easy for viewers to reach out to you with questions at any time, even after hours and helps narrow your audience into higher intent (quality) leads that you can convert later.
Some of the ways your small business website can utilize live chat bots are:
- Answering frequently asked questions
- Sending reminders to those who booked an appointment
- Offering a giveaway or discount that people can get after doing a certain task, like giving their email
- Signing up for a promotion like a free trial
..and much more!
Whatever you offer, live chat bots is a great tool that automates interactions with your prospect, saving you time and helping your website get better conversions.
A website is a reflection of your brand, of who you are and how you operate. It exists to support your small business, is a place for you to communicate with your clients and grow your customer base.
If you can give your viewers real value and help them overcome a problem and reach their goal, they will be more engaged and fully committed to your brand. Taking measures to achieve this will get your website on the right track to converting.
We’ve gone through a lot of information to help your website because we understand a well executed converting strategy can get complicated quick. If you think you need help on your site’s design focus and content writing to help increase your website’s conversion rates, then reach out to us here.