Like your company’s lobby, customers and prospects see your website as an expression of your values and a reassurance of your professionalism. Of course, far more people will see your website than your lobby.
Is your website up to the task?
1. Website makes you cringe
Gut check: your website should be something that you are proud to show off any chance you get. Send a new prospect to it and feel confident they’ll learn something that’ll help you win their business. Send as much traffic to it as possible, not just to generate leads, but because you’re proud of it and want everyone to see it. It is a source of pride within your team, and a rallying cry for your brand values. It shows off your good taste and looks sharp.
Does this describe your website? Is this how you feel about it? Maybe you don’t even need to read the rest of this list – you already know the truth.
2. Doesn’t capture attention quickly enough
You have approximately 3 seconds to ensure that your potential customer, client, or connection has the information they need to make the snap decision to either continue browsing your website or to head back to their search engine and try again. Is your website enticing enough to draw the viewer in and keep them there?
Make your website pack a punch. A bold punch with a clear design and a summary of your brand in no more than 7 words. A snapshot of your brand. So simple that the viewer doesn’t even really have to think. You’re doing all the work for them with your distilled visuals and values.
3. Doesn’t show up on page one of Google
What are your customers looking for? Go ahead and type it into Google. Are you there on page one? Over 90% of customers who search Google will wind up clicking on a business that shows up on page one. That doesn’t leave much foot traffic for the people on page two.
The art of ranking in Google for the searches that matter to your business is the essence of smart SEO. It begins with researching your customers and their search terms. Then building a website that uses those terms in a way that’s helpful, informative and well-structured. And finally, you need to make sure other websites are linking to your great content because Google counts those links as votes, and sites with great content and lots of votes ultimately rank best in the search results.
There’s more to it than that, but that’s the heart of SEO. No point having a great website if nobody sees it.
4. Not mobile responsive
You may have a fantastic website that looks perfect on a desktop computer, but what happens when you try looking at it on a mobile device? You’ve heard it all before, but at this point it’s no longer hypothetical -- no industry or area of business is immune from the mobile revolution.
With approximately three-fourths of the US population owning a smart phone and 50% of searches taking place from a mobile device, it’s safe to say that mobile has officially overtaken desktop Internet usage so ensure that your site looks just as good on a smaller display.
According to this CMS Report study, 57% of customers say they won’t recommend a poorly designed mobile site. Don’t lose over half of your potential viewers because your website isn’t optimized for a mobile device.
5. Content is difficult to update
If we had to guess, a good portion of you probably feel somewhat stuck with your current website because it is so difficult to update. You don’t know how to code and/or have a developer at your beck and call, right? If this is the case, we’re here to tell you that that no longer needs to be the case.
With easy to use and update content management systems available (like ours!) you can – and should – update your site often. Being able to update your offerings, products & services, pricing, photos, and blog can be as easy as clicking and editing. Clunky, difficult CMS is a thing of the past. Make your life a whole lot easier and choose a new CMS to edit your website at your will.
6. Uses Flash
Flash is actually dead now. It happened. No one using an iPhone or iPad, Kindle, newer Android phone, or new mac can see that flash animation on your homepage. It needs to go.
Animation isn’t dead – there are ways to do it right so it shows up and looks awesome on almost any screen. But if you still have Flash on your homepage, it’s time to replace it with the more modern and compatible options available.
7. Not generating any leads
A website’s entire purpose in life is to bring in leads for your business. Some websites sell directly. Some are designed to inspire customers to call you. Others are created to motivate customers to come in and see you in person.
If your website wasn’t designed with lead generation and conversion optimization in mind, prospective customers are slipping through your fingers.
How to do it depends on your line of work. In some industries, it’s okay to have a big, flashing “CALL NOW!” button. In others, you simply make sure to end each page with a courteous opportunity for visitors who are interested in hearing more to give you their contact information – perhaps in the form of an email signup.
Studies show that simply asking makes a huge difference. And if you don’t, you are running the risk of never seeing or hearing from these people again.
8. Outdated images/content
Your prospective customers spend a lot of time online. They’re used to seeing beautifully-designed things.
Unless you are trying to sell Beanie Babies or America Online, your website should not look like it was made in 1995. Comic Sans has no place. Styles change fast on the internet, and just because your site looked amazing five years ago, that doesn’t mean it looks good today.
A clean, modernized website helps to ensure trust and credibility for your viewers. It shows you care. Your website is your ‘first impression’ so get it right.
9. No social integration
Social media is a huge opportunity. If you’re not making use of it, you are missing out on a way to allow your users to connect with you and provide them with even more great content than your what is on your website. Integrating social buttons into your web design –especially above the fold — can bring new life to this solid communication channel.
While it may seem counterintuitive to direct people away from your website, a healthy social presence with lots of happy followers provides social proof of your credibility.
10. Outdated blog
Your customers love you because you help them solve a particular problem, and you do it well. Simply put, they view you as a trusted authority.
When you add a blog to your website, and keep it fresh, your customers and prospects can see that you’re engaged in your industry, that you stay at the forefront in an ever-changing world, that you care enough to share your expertise.
When it comes to marketing, content is king. SEO trends highly emphasize having a website with current and regularly updated content. Providing your users with relevant information can not only improve your SEO rankings, but it also establishes your authority and dominance in your respective field.
If having a blog makes sense for your business, it is essential to publish new content fairly frequently. If you haven’t updated your blog since 2014 and have no immediate plans to begin posting to it again, the blog needs to go. Having an abandoned blog can be destructive to your business’ overall image. So, while it is recommended to have a blog, only pursue this option if you are going to fully commit to it and keep it current.
Your website is a reflection of your company’s values and success.
Maybe it’s up to the task – ranking in Google and bringing you new customers every week. Or maybe it could use a little help.
Make your website a priority this year to ensure a strong foundation for your business’ online presence. By hiring a creative service agency (cough cough, Bizango) you can add a whole team of experts to your in-house brain trust – writers, strategists, marketing pros, designers, SEOs and more – all working together to support you, ensuring that your website is truly out there every day working for you.