Why Do You Have a Website?
Before we begin, let’s take a moment to think about WHY you have a website in the first place.
There are a million and one reasons for a business to have a website, but all of them take a backseat to CONVERSIONS. Creating new clients and increasing revenue is your website’s main purpose.
Everything you read below is centered around addressing issues that hurt your website conversion rates. If you fix them, you’ll bring in more business. Plain and simple.
1. Your Website Isn’t Responsive
Without having a responsive (mobile/tablet-friendly) website, your chances of a smartphone user choosing you goes down by 40%! Talk about website conversion rates going down the drain. You can’t afford that!
Depending on your industry, average mobile users on your website can be anywhere from 25–70%, and that number will continue increasing for the foreseeable future. Truly responsive design WILL increase revenue and website conversion rates. Bank on it.
2. You’re Focused on You
Your website should be customer-centric. If you scan your website content, and it uses “I” or “we” more often than “you,” this indicates to your clients that you don’t put them first. It instead gives them the sense that you want to seem impressive but haven’t really thought about what THEY need.
Showing you understand their problem and can solve it should be your first and ultimate priority. Altering your copy to fit this model also reduces the “salesy” tone of your website and helps clients see that your business is run by people who care about those they work with.
3. You Serve All 14 Courses at Once
Don’t overwhelm your customers. Your home page shouldn’t explain everything you do and how it’s done and why you do it and how you do it better than your competition and what products/brands you use and—make sense yet?
Don’t stuff your web pages so full of images, opt-ins, animations, icons galore, and unnecessary Calls to Action (CTAs) that users can’t tell what the main point of the page is. Throwing everything at the wall hoping something sticks doesn’t work. Want to increase website conversion rates? Focus on ONE main objective for each page on your website.
4. You Aren’t Directing Customers to Click Anything
Yes, we just told you not to have too many visual elements on your website. They can be easily overdone, BUT…
Users need buttons and clickable CTAs to guide them to the solutions you have for their problems. They’re often looking for CTAs, so they know what page to visit next or how to get in touch with you.
5. Not Enough Contact Methods
Let’s not pretend that phone calls aren’t still one of the best ways to get new business. Most businesses still rely on calls (including Eiffel Sites!). We’re not trying to introduce new revelation here.
That being said, expecting customers to call you doesn’t always work as well as you’d like. The percentage of people hesitant to make a phone call is increasing, and some just feel more comfortable with a less direct method of contact.
If you want to grow with a changing market and boost website conversion rates, meet your customers where they are. Adding a few of the alternative contact methods below can catch the clients who aren’t ready to hop on the phone right away, and these methods come with a few other benefits you might not have thought about.
Some of these will be obvious, but you’d be surprised how many websites don’t have any of these contact methods available for clients.
- Chat Windows or Chatbots
- Appointment Calendars
- Facebook Messenger
- Text Messaging
6. You Have No Way to Capture Visitor Information
If you can capture information about a visitor, you can use that to further your marketing efforts. A website that’s simply a digital business card can’t do this.
You want more. More than that, YOU NEED MORE!
Here are a few examples of the ways visitor info benefits your business, moving from the least to most specific in terms of what kind of data you’ll collect and how you’ll be able to use that to directly market to your audience:
- Analytics Tracking like Google Analytics, which gives a lot of demographic and behavioral data
- Facebook Pixel, used for targeting with Facebook Ads
- Email Opt-Ins, which give you direct access to those interested in your business and who have already shown interest in your material/services
Wait a minute, though. How would this cause clients to go elsewhere? Think about how you get some of that info: by providing value.
Offer a free 30-minute call to help your clients do [blank] better. Offer a free mini recipe book. Offer a coupon for their next service. And in exchange, you get a name and an email.
Are clients in a hurry to give out info? Not necessarily, but if you give them something THEY value, you pursue those leads with email or phone calls and build brand awareness to keep them from going to your competitors.
7. It’s Unattractive and Full of Stylistic and Grammatical Errors
There are quite possibly too many ways now to present content on your website. You can pick and choose anything you want, but sometimes too many choices can make it too easy to make the wrong one.
Below are some of the most common mistakes we see that hurt the user experience, tank your website conversion rates, and drive clients elsewhere, simply because they don’t want to be on your website anymore.
- The contrast between your text and background is too low. If your content is difficult to read, you’re losing customers.
- Inconsistent styling or colors hurt your branding efforts. They give the sense that you don’t know what defines your brand, and a poor sense of brand identity hurts client confidence in your ability to deliver.
- Text style and formatting are more important than you might think, but think about it: If users can’t read the text on your website, whatever you wrote is worthless to them. On paragraph text, avoid shadows, outlines, wide lines, and overuse of capitals.
- Typos also hurt your credibility and website conversion rates. Correct spelling communicates competence. Typos communicate the opposite.
- Relying on images alone, and neglecting copywriting, also hurt you. Not only does it make ranking on Google more difficult if you don’t have text on your pages, it also shows that you expect your client to interpret a picture to know what you do and provide rather than using text to explain WHAT you do and WHY you are the right choice for them.
8. Your Website is Slow
Websites that take more than 3 seconds to load lose up to 57% of users.
That’s a ton of lost revenue!
If your site is fast (i.e., less than 3 seconds load speed), you will have much higher website conversion rates than slow sites (check out a load of other statistics here). If you think you can’t afford a new website, think again. If your website is slow, you can’t afford not to have one.
Here are a few tools to check your load speed:
Even one of the above issues will cost you clients and revenue, and it will slow your growth.
If you have any of these issues, our solution is pretty simple:
You’ll start seeing more visitors, higher conversion rates, and less distractions (like unqualified leads) if you do.
We want your business to grow, and we’re here if you need help addressing any issues you have with your website.
Not sure if your website is built to convert? Let’s talk about it! We’re more than happy to go over your website with you and give you a few immediate, actionable tips to begin increasing your website conversion rates.
Click here to get in touch with our team!