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February 20, 2015

5 Reasons Your Site is Failing to Convert

So you’ve built a website, you’ve chosen some generic photos from a generic online photo dealer, thrown some content on there, and boom. You’re done!

Right?

Not anymore. Nowadays, it’s not enough to have an online presence; your website must be clean, personal, well-written, streamlined, and responsive. If that sounds like a tall order, that’s because it is—but invest in building a superior site, and you’ll see superior results.

If you’ve been wondering why your site isn’t receiving the traffic or conversions you’d like, consider the following:

You still haven’t optimized for mobile

According to MarginMedia, nearly 50% of users say that if they arrive on a business site that isn’t working well on mobile, they take it as an indication of the business simply not caring

imagine a worldThere’s no way around it: your website needs to be responsive. In the US, according to Hubspot, 25% of internet users only access the internet on a mobile device, and more than 60% have a better opinion of brands when they offer a positive mobile experience. If you’re still unsure what “responsive design” means, check out these GIFs featured in Fast Company. They explain it simply and clearly.

How do you access the internet? How do you check your email, or search? Probably on your smartphone or tablet—a lot. So it makes sense that you’d want your website to be able to adapt to all types of devices too. Do this and you’ll reap the rewards. Econsultancy notes that 62% of companies that designed a website specifically for mobile had increased sales!

Your customers don’t feel like waiting

Your website needs to pass the famous three-second rule: if it takes more than three seconds to load, 40% of people will abandon it.

We’re living in the age of instant gratification. Slow site load time, as we’ve talked about previously on our blog, not only turns off consumers, it irritates the Google gods, who will penalize you, kicking your site further down in search rankings.

If you haven’t stopped to consider site load time, it’s possible yours is an issue. But you can start now. Many changes are simple! Optimize image sizes (Smush.it from Yahoo will compress your large images to 100kb), install a WordPress caching plugin, or limit the number of download requests per page.

You’re doing content wrong

Content is king—when you do it right.
One-day-i-will-find-the-right-words

The average user might only read 28% of the words on a page, but you have to make them count. Is your site text heavy? Is it stuffed with keywords but saying nothing of meaning? According to B2B Marketing Insider, 87% of buyers say online content has a major or moderate impact on vendor preference and selection, but 43% say “blatantly self-promotional” content is a major turn-off.

Your goal is to write compelling, meaningful content that engages and connects with visitors. And you have to be lean and smart in what you post. Known for his endless scrawling, Jack Kerouac once wrote, “One day I will find the right words, and they will be simple.” If he can pare down his words, so can you.

And don’t forget to incorporate images. Most of us are visual learners, so find places between your (thoughtful, well-written) words to convey information in eye-caching ways: infographics, videos, and pictures are great places to start.

Your photos are generic

Even as consumers continue to search more, shop more, and buy more online, they still want to feel they’re interacting with…real people. While it’s quick, easy, and relatively cheap, stuffing your site with stock photos of nameless men and women wearing headsets is a mistake.

Just don’t do it. Instead, show your customers who you are. Be transparent. You like transparency, we like it, and consumers like it. It’s a building block of trust and loyalty. Be honest not only in what you write but what you show. You’ll stand out (from all the other sites using the same stock photos you once did) and consumers will feel compelled to connect.

Online as in life, authenticity wins every time.

contact_heroThere’s no contact information to be found

You’d be surprised how often businesses forget to place their contact information in a prominent location.

Don’t make visitors go looking for it! Every site should have a “Contact Us” tab, and it should include a physical address, email address, and phone number. Do you have social media accounts? Include those too! And please—place it prominently where we can see it!

 

 

What are some topics you’d like to see us cover? Let us know! We’ll write about them here or in The Talk Bubble, our monthly newsletter!

 

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  • advertising, buyCalls, consumer behavior, content, content is king, content marketing, customer behavior, infographics, marketing, marketing companies, optimize for mobile, responsive, responsive design, site load speed, site load time, web design,

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