Every time you hear of a brand, where do you check it out? 75% of you will visit its website first and make an opinion of the brand through that.
As a brand, therefore, your website should get equal, if not greater attention. From its design, and UX, to its copy, your website needs to be appealing, informative, and actionable. Your website is the online face of your brand and serves as a powerful marketing tool to reach a wider audience, build credibility, and generate more leads and conversions. While you’re already aware of the importance of having a website for your brand and the benefits it can provide, you should be ready to face the lack of traffic and other problems of your website. So, what happens when your website isn't gaining the traction it needs to drive traffic and increase conversions? Following are five possible reasons why your website isn't gaining the right traction and what you can do to fix it.
Your website isn't optimised for search engines
Search engine optimisation (SEO) is essential for ensuring that your website appears at the top of search engine results pages. If your website isn't optimised for SEO, it's likely that potential customers won't be able to find it. According to a study by Moz, the first page of search results receives 71% of clicks, while the second page only receives 6%. That means if your website isn't ranking on the first page, you're missing out on a lot of potential traffic.
To fix this issue, start by conducting keyword research to identify the keywords that your target audience is searching for. Once you've identified these keywords, optimise your website's content, meta descriptions, and titles to include them. Also, make sure your website is mobile-friendly, as Google now penalises websites that aren't mobile-friendly.
Your website's design is outdated
Your website's design is the first thing that potential customers will notice when they visit your site. If your website looks outdated or unprofessional, they'll likely click away and never come back. In fact, according to a study by Stanford University, 75% of users make judgments about a company's credibility based on its website design.
To fix this issue, invest in a professional website design that reflects your brand and appeals to your target audience. Make sure your website is easy to navigate, loads quickly, and visually appealing. You should also ensure that your website is responsive and works well on all devices.
Your website's content is not engaging
Your website's content is one of the most important factors in attracting and retaining visitors. If your content is boring or irrelevant, visitors won't stick around for long. According to a survey by HubSpot, 55% of website visitors spend less than 15 seconds on a website. That means you have only a few seconds to capture their attention and convince them to stay.
To counter this, focus on creating engaging and relevant content that addresses the needs and pain points of your target audience. Use visuals, such as images and videos, to break up text and make your content more engaging. Make sure your content is easy to read and scan, and use headlines and subheadings to help visitors quickly find the information they're looking for.
Your website's load time is too slow
Your website's load time is another critical factor in attracting and retaining visitors. If your website takes too long to load, visitors will likely click away and never come back. According to a study by Google, 53% of mobile users abandon sites that take longer than three seconds to load.
As a solution, start by optimising your images and reducing their file size. You should also minimize the number of HTTP requests your website makes, as each request adds to the load time. Additionally, consider using a content delivery network (CDN) to speed up your website's load time.
Your website's navigation is confusing
Your website's navigation is the roadmap that visitors use to find the information they're looking for. If your website's navigation is confusing or unclear, visitors will likely become frustrated and leave your site. According to a study by KoMarketing, 47% of website visitors expect to see a company's products and services listed in the main navigation.
To resolve this, simplify your website's navigation by using clear and concise labels for your menus and submenus. Use dropdown menus.
Over and above the aforementioned pointers, ensuring that your website is mobile-friendly, appropriately informative, and neat is a necessity. The generation today is on mobile, and a website that’s not optimised for a device of their choice is a turn-off. If your website does not tick even one of the mentioned practices’ boxes, it’s not too late to revise or revamp it.