An under-performing website is unfortunately an experience that is encountered by a lot of small business owners. A small business spends a lot of time and money building their website, contracting a web designer, a web developer, and consulting various SEO experts, all with the aim of increasing the volume of leads for their business.
However, sometimes new business does not increase as rapidly as you had hoped and the return-on-investment (ROI) from your website is negligible. If your business’ website is costing you money instead of delivering new business, then here are 5 changes you should make now to begin seeing a tangible ROI.
1. Make Over Your Design
Web design may be a major factor in the poor performance of your website, for 2 reasons:
- The aesthetic is off-putting. Even if you are into the bright red background with bolded black writing, it will most likely frighten off many of the visitors to your site. Use colours that comfort and compel and are a good fit with your brand’s personality. Always select a basic design so that visitors are drawn in and can locate things easily.
- It loads slowly. If you have a beautiful looking website, the loading time may be so incredibly slow that visitors to your website become annoyed and depart. Employ a different web designer to see if they are able to tidy up the excess coding that is causing your website to be so slow, or think about finding a different hosting company to get more rapid speeds. You could also ask your existing web designer if they can reduce the size of the image files on your website.
2. Track Metrics and Apply Search Engine Optimisation
For this change, you should contact an expert in SEO. The expert will optimise your website for search engines, in order for your site to appear at the top of searches for strategic focus keywords. In addition, they will submit your business website to online directories, and they will often edit your existing website content to make it more SEO-friendly.
You should also track your SEO and your website metrics. You can do this by signing up to Google Analytics, or you could check if your SEO expert also knows about analytics and the analysis of website metrics. By examining your metrics, it will be possible to see what is blocking conversions on your website, and you can then adjust accordingly.
3. Include a Call-to-Action
It is possible that you are failing to convert website visitors into customers because you are not instructing them on what it is they should be doing. On every page of your website, add a call-to-action button or link that tells visitors what they should do. Point them to your website’s ‘Contact Us’ page if they have queries they want to ask about. Lead them to the product listings so they are able to investigate their options. Suggest that they check out the ‘About’ page if it’s likely they would want to find out more about you. These instructions will assist visitors to decide if they want to become customers.
4. Add Links to Social Media
The best way to turn your website visitors into long term customers is to communicate and interact with them via social media. By including social media links on your business website, you give visitors to your website the opportunity of getting to better know your business. On social media, you can chat with potential customers, deal with any customer service issues, and reply to any queries prospective customers have in regard to your business. Also, they can share your posts and help your business garner more exposure.
5. Optimise for Mobile
As the majority of internet access is now from mobile devices, you must ensure that your website is optimised for mobile. Be sure that your website design is mobile-friendly and works intuitively on both mobile and desktop devices. With nearly 85 percent of consumers intending to buy via mobile during this year, you must have an option for them to do so quickly and easily on a mobile.
Having a successful website doesn’t have to cost your business a small fortune. But understanding how users interact with your website and optimizing their experience does take some reflection and subsequent planning. Make sure you implement changes that are going to directly benefit your customers and you will see a direct impact in your websites’ conversion rate and lead generation.
This article was contributed by Magicdust a website design company and web developer who specialize in WooCommerce and WordPress.