Your website is often your company’s first introduction to potential clients and customers. As an online representation of who you are and what you can provide, your site needs to draw visitors in and convince them to work with you. Unfortunately, it’s easy to make a few crucial mistakes that can turn people away instead.
If you’re struggling to attract new customers, your website might be to blame. Poor design, boring content, or confusing navigation can cause visitors to click away from your site before the first page even fully loads. On the plus side, there are some simple fixes that can help you create a more professional website in no time.
In this article, we’ll explore four mistakes you might be making on your company website. What’s more, we’ll provide you with some tips on how to fix these issues. Let’s get started!
1. Your Website Is Outdated
Outdated websites can cause a lot of problems. Not only do they look unprofessional and out-of-touch, they can also be difficult for visitors to use. While you don’t need to add all the latest tools and features to your site, having a design that looks fresh, clean and modern can improve your digital first impression with potential clients.
There are many ways your website can become outdated, and each can hurt your service business’ credibility. If a potential customer visits your site and sees that you’re using old designs, you haven’t uploaded new content in months, or your page doesn’t adjust properly to their mobile device, they may make some negative assumptions. They might even think that the poor quality of your site will be reflected in your work for them.
On the other hand, maintaining an updated website can improve your professionalism, boost your authority, and improve your image. If your site’s design is outdated, consider hiring a professional to bring it up-to-date, or look into building your own new site on a platform such as Squarespace or WordPress.
Once the immediate problems are addressed, you may also want to create an update schedule that reminds you to revisit your content, design, and features every so often. Making small changes on a regular basis will prevent your site from becomming irrelevant.
2. Your Pages Are Slow to Load
There’s no doubt that the internet has made people impatient. When they click on a link or type in a web address, they expect your site to load almost immediately. If it takes too long, they’re likely to click away from that page and open a different site instead. A website that is loads too slowly can push potential clients right into the arms of your competition.
Webpages can be slow to load for a number of reasons. For example, one of the most common mistakes companies make with their websites is using images that are too large or not optimized. These unnecessarily large files can take a while to load, causing the entire page to stall. Your pages may also be slow if you are operating too many plugins, your website platform is outdated, or you have an unexpected boost in traffic.
If you’re worried about your website’s loading speed, there are a number of tools and tests you can use to determine if you have a problem. Pingdom is one convenient, simple-to-use option. By simply entering your website’s URL, you’ll get a performance grade that tells you where you can improve and how you stack up against other sites. In addition, you’ll be provided with various tips on what you can do to increase your score and help your site load more quickly.
3. Your Homepage Looks Cluttered
Your homepage is usually the first page a potential client will see when they’re researching your service business. As the landing page for your entire website, it needs to be accurate, direct, and helpful to visitors looking for information. However, if your homepage is too cluttered or difficult to navigate, visitors may become frustrated and leave.
Some companies become so focused on creating a unique or interesting website that they forget about the importance of user experience. They put their navigation bars in unexpected places, include too many distracting videos and images, or fill the page with features, pop-ups, and tabs so that the site begins to feel overwhelming. If your visitors’ attention is being pulled in a dozen different directions, they won’t know where to begin – so they may just leave.
When to comes to your homepage, remember that less is usually more. Think about what your visitors will be looking for when they land on your homepage, and provide them with the resources and links to find what they need. Instead of treating your homepage like a dumping ground for all the information and content you could possibly share, focus on what is really important and what will be most helpful to potential clients. The same rule applies to images and other visual elements.
4. Your Content Isn’t Compelling Enough
Sometimes, visitors are quick to leave your website for reasons other than its design or usability. Even if you have a beautiful website that is easy to use, potential clients won’t care enough to get to know you if you aren’t posting engaging and interesting content. A stellar website without compelling content is like beauty without brains.
In the digital world, content is king. Not only does your content attract potential clients to your site, it can also encourage them to stick around. The longer visitors spend engaging with your site, the more they’ll learn about you and the services you can provide. If you’re able to establish a strong connection with your visitors through the text and media included on your website, you’ll have an easier time converting them into paying customers.
To find whether your content needs improvement, take a look at how your audience is currently engaging with it. If you’re getting a lot of visits to your blog and shares on social media, your content is probably strong. But if visitors are leaving your blog posts quickly or your bounce rate is high (which means they aren’t clicking on other pages), you may need to create more compelling content. It’s also worth considering the types of content you’re creating. Blog posts, videos, infographics, and more are all great ways to keep your visitors’ attention, and variety will keep your site fresh and interesting.
Your website isn’t the best place to make mistakes. Since many potential clients and customers will interact with your website before ever connecting with you in person, you need to be sure you’re making a strong first impression.
Let’s recap the four things you can do to avoid major website mistakes that can turn potential clients away:
- Consistently update your website so it doesn’t become outdated.
- Remove large images or other features that cause your website to load slowly.
- Keep your homepage clean and easy to navigate.
- Create compelling content to feature on your website.
Do you have any questions about how to avoid common website mistakes? Let us know in the comments section below!