You have put up a website for your business in the hopes of spreading awareness and interest for your brand and/or boosting sales, yet you are getting insignificant traffic to your website. What did you do wrong that caused your website to fail?
Avoid these common reasons that may cause websites to fail.
1. Too much, too Little
Think of your website as a virtual shop window that visitors peer into from their computer screens, or their devices such as their Smartphone or tablets. That window is the portal they look into to be interested and go into your shop.
That said, having too much on your “window” might cause visitors to see only what you put up, without giving them an idea of what you can really offer. Do not force too much information on one page. Sure, you might have a good-looking and stylish website that looks good on a desktop screen. Have you thought of what it would look like on a Smartphone or tablet?
Sure, images can relay messages you want to impart on your visitors, but using too much imagery is off-putting that can turn away visitors. It is best to avoid using too many pictures to get those valuable clicks. One factor to consider is that the images increases a website’s load time, more so if you are using high-resolution images, or heaven forbid, loaded it with music and flash.
If you really must provide information or need to place more images, provide other pages where visitors will be directed to and have access to this information and/or those images. Adversely, too little information may tend to make your site uninteresting and may cause visitors to navigate towards your competitors instead.
2. Style and Substance
It is not enough that you aim to have a stylish website. You have to consider that function is much more important if you expect your website to perform what you expect it to do.
Consider what information your visitors go for accessing your site and put this information right smack in their sights. Avoid using language they are alien to them that might put them off and navigate away.
Another flaw to avoid is having dead or faulty links, a common mistake careless web designers make. Nothing frustrates a web surfer more than finding a link or button on a page for the information they are looking for, to their dismay, the link is not working, or they are redirected to something useless to them.
Do not incorporate your latest company news on your home page. Reserve those for your social media accounts or place them on a separate section on your website. Always consider that it is important for visitors who come to your site to determine how your website can be of use to them.
3. Content and Structure
In this modern age of information and ecommerce, a website does provide more than ample benefits for any entity to put up. Another pitfall you must avoid is to expect the website to do magic for your business and do everything you want it to. It simply does not work that way.
Putting up a website and expecting it to draw people to your business would be a foolish enterprise, if no one even knows it exist. It is necessary that marketing strategies have to be in place, inclusive of promoting the existence of your website. Add to that, formulating SEO strategies to increase the chances of being found by users looking for answers, products or services.
The one thing that users and visitors go for in a website, no matter what it is offering, is content. Before contemplating on putting up a website or even before designing it, you should already have all materials and content on hand. Content is your online ammunition for search engines to take notice and put your content upfront in their Search Engine Results Page (SERP).
However, before creating loads of content, start with keywords that will be of great use to you. Research is vital in this process to determine the weight of these keywords and how often they turn our searches or queries. It would be of no use being at the top of SERPs if nobody toggles your keywords.
For more cohesive content, you must have:
• Volumes of keywords and keyphrases that are extensively used by users.
• These keywords must be relevant to your business, whether you offer services or products.
• Your content must match these keywords or keyphrases.
• There has to be a logical group order to your content.
• Your navigation keys must reflect the headings of these groups.
Oddly, there is a similarity to how search engines and people behave online. We use terms that are significant to what we are searching for, and then we look at the clues that are shown to us via suggested websites that match our searches.
It is therefore essential that your website conform to this process both for search engines’ spiders and for people. To effectively target potential clients and search engines, it is vital to group your content, navigation and then generate URL’s that echo these properties. To emphasise, as mentioned above, avoid using language they are alien to them and unique to your company. Chances are they won’t understand it and might put them off and navigate away.
The structure of your URL should be well thought of. Therefore, it is of high import that your website should be structured as logical as possible and conforms to your target keywords. It is also important that you use these keywords in your URL.
Remember that you must include in your budget of putting up your website, its maintenance and upkeep. This is another factor wherein websites fail. Websites must remain fresh and relevant to remain useful to users.
Remember that your website is an integral part of any modern business, most especially if you are into consumer goods. Setting aside a budget into your site helps in its upkeep and improvement. If your website dwindles or no longer optimised, you will lose and/or not gain new traffic. Adversely, your marketing will eventually be affected.
Lastly, it is logical to market your website and have professionals build it. The small cost would be beneficial in the long run and cause you no headache than deciding to use a cheap DIY website builder that might not be able to provide what your business website actually need to be built.