12 Dec 3 Reasons Why Your Small Business Website Isn’t Converting
I’ve seen it a bunch of times and maybe you’re experiencing this problem yourself right now. You’ve launched a new website because you know that you’re “supposed to be online”. However, you don’t understand why that effort isn’t translating into new leads and customers for your business. What happened? It’s probably not that online marketing doesn’t work for your business – you might just need some help polishing up your strategy. Here’s 3 big reasons your business website isn’t converting and some ideas to start turning it around.
1. You’re Not Getting Any Traffic / Visibility
This one is pretty obvious – you can’t convert traffic into leads and sales if you aren’t getting any traffic or visibility to begin with. The “build it and they will come” mantra isn’t relevant when it comes to digital marketing. You need an actual strategy to get potential clients onto your website or into your store. Here’s a few of the most popular marketing channels for small and medium sized businesses to drive traffic.
You already know that your customers are going online to search for your products and services. That means a local seo strategy can be a valuable investment to get more in-market shoppers to your website. If you’re a local business then you want to start building quality content, links, and local citations to start outranking the competition. Check out how a local seo strategy can help you get more customers. Studies suggest that 75-80% of organic clicks occur in the first 3 positions so showing up on the second page isn’t going to cut it.
SEO isn’t the only way to occupy the valuable page one search real estate on popular search engines. You can show your ads to customers at the exact moment they’re searching for your products and services with a platform like Google Adwords or Bing ads. You can also get cost-effective attention from a targeted audience by running ad campaigns on social platforms like Facebook, Instagram, and Snapchat.
2. Your Website’s User-Experience Is Falling Short
A professional looking website doesn’t have to break the bank but if you start cutting corners then your customers are going to notice. Website visitors have a 6th sense for which websites are trustworthy and without trust – you’re not likely to have much success. If you have a $5 logo, a website that looks like it was built in the 90’s, and a generally out of sync brand presence then you might want to stop and consider how that bad first impression is affecting your revenue. As a small business owner you might not have thousands to spend on the most beautiful website and branding, but if you do your homework you can get the job done for under $1500. There’s plenty of quality web designers and developers that specialize in affordable solutions like Shopify, Squarespace, or WordPress.
A good quality theme or custom development on any of the platforms I mentioned will help ensure your site delivers a solid user experience. Google recommends responsive web design to make sure your visitors get an A+ experience regardless if they’re using a computer, tablet, or mobile device. Mobile-friendliness is also an SEO ranking factor and you can check out Google’s mobile-friendly tool to analyze your site. Another thing that can scare your customers away in a hurry is a slow-loading website. Studies have shown that bounce rates start to increase dramatically if your page load time starts to exceed 3 seconds. You can use the page speed insights tool at Google to test your website right now and see how you’re doing. You’ll get a page speed score and recommendations for changes that you can make to improve your speed.
One more point I’m going to talk about here is HTTPS. A lot of websites still use http ( hypertext transfer protocol ) and https is a more secure version of that. Not only is it a Google ranking factor but recent changes in Chrome will now show an insecure warning to your visitors when they try to fill out forms on your website. It’s basically Google saying “Hey, you might not want to give these guys your personal info because they’re website isn’t secure”. If you’re a business that relies on website leads then that’s a huge problem for you. HTTPS is also essential if you’re doing any kind of e-commerce.
3. You Need Better Quality Content
Ok you’ve got some traffic flowing to your site ( check ). Your website looks professional and works across all devices ( check ). However, your website is still struggling – what gives? Well, I never said this was going to be easy did I? Shoppers are on your site because they’re looking for information or they’re looking to buy something. They expect that you’re going to deliver the high quality and original information they need to proceed down the sales funnel. I think we can agree it’s in your very best interest to aid them in that quest. Does your website have unique content that effectively outlines and sells your products and services? Does your content build trust? What types of questions are customers asking about your products/services, are you answering them? What makes your store better than the shop down the street, why should they buy from you? What’s your unique selling proposition? Sure, that’s a lot of questions but they’re questions you need to have answers to if you want to start converting website visitors into buyers.
Are You Getting Conversions Without Knowing It?
One more possibility is that your online strategy is actually generating opportunities and you just don’t know it. If your customers simply prefer to call your or visit the store directly do you have a way to track those behaviours? According to a Bright Local study less people are actually visiting your website and opting to visit the store directly after reading positive reviews about your business online. Using a combination of your Google My Business insights, Google Analytics data, and call tracking software like CallRail you can get a more holistic view of how your marketing efforts are generating more customers and revenue opportunities.
Are you ready to put these tools and tactics together into a cohesive strategy to start growing? What has been your biggest challenge with getting results from your website? Leave your questions and feedback in the comments!