10 Reasons Your Website May Be Failing

10 Reasons Your Website May Be Failing

It’s not something I like to discuss much. No one wants to hear the ‘F’ word. However, it is necessary. So here goes…

No matter how hard you think you have worked on your website, it might still …FAIL.

All of the time and effort you take into building your website may not get you anywhere. It occurs all the time and like it or not; just because you build a website you are not guaranteed success.

Some companies invest ₤10,000 in a brand-new site, and some companies pay less than ₤100.

It really does not matter. It still might fail.

Throughout the years, we have seen that there are 10 factors that can have a crucial impact on the success of your website. I want your website to be a success, so read on and make sure you are not making any of these mistakes.

1. Your Website Is Too Busy

Just try to see your website from the customers perspective. At first glance what does it look like?

Poorly designed websites are often full to the brim with text and images. Any spare space is taken up with content. There are also usually lots of ‘special effect’ animations. In a nutshell, it is just too much! Just check this site out for chucking in everything, including the kitchen sink!

So what can you do about it?

Effective websites keep things simple and that includes the design and layout.
For a WordPress website to be effective it should:

  1. Tell visitors what you’ve got (describe your product or service).
  2. Tell visitors what it will do for them (What BENEFITS will they receive).
  3. Tell visitors what to do next (make them an offer they can’t refuse).

Your potential customers are looking to do all three of the above points quickly and easily. When your website is too busy, it sends a message that your business isn’t very credible. An excessive amount of content will mean your potential lead will leave your site just as quickly as they arrived.

2. Your Website is ‘Weeing’ itself!

When potential clients visit your website they are not interested in you. They are interested in how you can help them.

So why do most websites overuse ‘we’, ‘our’, ‘ ours’ etc. in the words used to try and persuade people to take action?

My answer to this would be they haven’t thought enough about their clients wants and needs and don’t understand that you are ultimately writing to them one at a time (even though many people can view a site at the same time).

Are you guilty of this?

So what can you do about it?

Go to your home page and if you’re using a PC hit Control F on your keyboard then enter the word ‘we’ with a space at the end and see how many times it’s used on the page.

Repeat the above for any other impersonal terms like ‘our’.

Then look at how many times you or you’re is used. The ratio of you to we should strongly favour the former.

If it doesn’t it’s time for a website rewrite!

3. Your Website Is Not Mobile Friendly

Put simply, in 2019 if your website is not mobile responsive, then you are in trouble. Recent stats have stated that 52.2 percent of all website traffic worldwide was generated through mobile phones.

When your website isn’t optimized for mobile it can be a user experience nightmare for a visitor that is not on a desktop or laptop. Your site layout will be distorted and very hard to read. Navigation will be a nightmare and your visitors will just leave.

In addition to this, a mobile-friendly website might help enhance your ranking on Google. Mobile-friendly websites get boosted in the search listings over those who aren’t.

So what can you do about it?

Speak to whoever built your website to ask about responsive design. If you need help we are experts at producing Responsive Mobile Friendly Websites.

4. Your Website Is Unclear

Having clear concise navigation is one of the most important parts of a successful website. No new visitor to your site wants to have to think too hard about how they should move from one page to another.

So what can you do about it?

Page navigation that is easy to use, will massively increase your visitors time on your site. It ought to be easy to find pages on your website and navigate to them, quickly and easily. Ensure that all of your content is within only 2 or 3 clicks from the homepage.

5. Your Website Is Tacky

Above all, a website must look professional. You wouldn’t go to a meeting looking like a tramp, you would be dressed smartly and give a good impression, so why would you take that risk with the image of your companies brand?

So what can you do about it?

Your logo is the ‘face’ of your company. I see so many brands that do not invest in this very important element.

DO NOT buy a logo off the internet or try to draw one from your program on your laptop. Get it done professionally. If you need help with your logo design we can help.

Imagery can add so much to your website, but keep away from using tacky stock images–or images that are pixelated or blurry. These will instantly make you look like an amateur and harm your credibility.

Where possible, use your own photography or at the very least, some well-researched and quality stock photos.

6. Your Website Has No Social Proof

You can shout about your amazing product or service on your website, but if there is no social proof, then potential customers are less likely to take you seriously.

Simply saying “we are the best” isn’t sufficient anymore. Backing up your marketing speak with cold hard facts will definitely boost your companies credibility and conversion rate.

So what can you do about it?

You should use well known social proof identifiers – customer testimonials, any awards you may have won and trade bodies that you are a member of. If your business has been around for a few years, then you should also promote this.

7. Your Website Is Just Too Vague

When potential customers visit your website, they often have a goal in mind. They need to know more about what you are selling and that information needs to delivered as quickly as possible. Don’t make matters worse by making them work hard to find out the info they want.

So what can you do about it?

Display your phone number and contact info prominently on each and every web page. Make it clear where you’re located and what areas you serve. Most importantly, be sure that your pricing is easy to find and easy to understand.

A visitor ought to be able to visit your website and get the information they require in no less than 30 seconds. If they cannot find what they came for, you can bet they will be moving on to a competitor instead.

8. Your Website Has Low-Quality Content

Top quality, helpful content is an important factor for increasing your conversion rates and for SEO. By creating powerful, actionable content, you can become an authority in your niche and help spread the word about your company.

We still see an awful lot of business websites that simply think by popping on a few basic pages with the bare minimum of info is enough. It really isn’t and in this day and age where content marketing is king, if you don’t get involved you can forget about getting on page one of Google.

So what can you do about it?

Make sure you have a blog on your site and update it regularly. Make sure it has useful news and tips about your industry, as well as how-to articles, interviews, lists, and tutorials.

Also, bear in mind that nothing will destroy your content sooner than poor formatting or bad grammar. Your content needs to be clear, compelling, and straightforward to read.

For search engine optimization purposes, try placing just a few key phrases and hyperlink to other relevant pages on your site. This is called ‘Internal Linking’ and will boost your rankings in Google. Just be certain you don’t over-stuff key phrases or hyperlink to too many sources.

9. Your Website May Be Great Buy No One Needs Your Product Or Service

Your site will simply NOT make up for a crappy product. Not even a massive site choc full of bells and whistles.

If what you are selling is not fit for the market, your business will fail.

Yep, I know that sounds harsh, but if you have a product that no-one cares about, then what is the point?

So what can you do about it?

Be honest and ask yourself if this is genuinely something that people really need, or is it just an idea you came up with then you ran with it.

If it is the latter, then I would recommend that you do some proper market research before bringing any product or service to market.

There is a great book on this subject. It’s called Will It Fly. It shows you ways you can find out if your idea is something that can be turned into a viable product or service.

10. Your Website Has No SEO

SEO or Search Engine Optimisation is one of those things that seem like a dark art and impossible to get your head around. Companies still do not put much effort or trust in this really important part of your website. Let’s face it, as long as people use search engines to find things, there will always be a need for SEO. So if you have not put a little effort into learning the basics of SEO you are going to be missing out on a huge amount of potential traffic to your site.

So what can you do about it?

SEO is really not all that complicated once you get to grips with the basics. The Moz SEO Beginners Guide is a great starting point.

Alternatively, let us do the heavy lifting, whilst you do what you do best, which is running a successful business. SEO and Online Marketing is one of our key services.

In Conclusion

A poorly thought-out website is the quickest way to scare away a potential customer to your website. Turning visitors into paying customers is already a hard enough task already, why make it any tougher?

Let Us Help You…

Brothers Creative works in partnership with businesses all sizes to create some of the best WordPress websites in the U.K. We are a WordPress Agency you can rely on.

If you are searching for an experienced WordPress Web Designer then please do get in contact with us – we would love to be involved in your next project!

Jason Brothers

Jason Brothers is the owner of Brothers Creative and his mission is to make your business more successful online. He has been in the design and marketing industry since 1996, working with brands such as Sotheby's, Royal Mail, American Express, and BP. Jason is from Northampton and currently lives there with his wife and three children.