8 Things Wrong with Your Website
One of the hardest things for business owners to admit is that their website sucks. But let's be honest here. A lot of websites do suck.
If you had any hand in the design of your current website—even if it was just to give final approval or write the check—then it can feel like a personal attack when someone criticizes your site. Even if you didn't have anything to do with the site, you still may be offended because it's your business. It's almost like being told your child is ugly. Except it can feel a little more personal.
Luckily, you can fix that terrible website. You need to fix it. Your website is the face of your business. It's how many of your customers meet and interact with you. You can't afford to let these problems continue plaguing your bottom line. Even if you don't have the budget for a complete redesign, you can start working on some of these fixes now. Here are 8 things that are probably wrong with your website and need attention now.
1. Lack of Direction
What are your visitors supposed to do when they get to your site? If you haven't created an easy, idiot-proof pathway, then they aren't going where you want them to go. The internet isn't designed to be a maze. People want answers quickly so they can move on. One of the biggest mistakes you can mistake on your site is assuming your customers will figure out what to do. They won't.
2. Slow Load Time
How long does your site take to load? If it takes longer to load than it did for you to read that last sentence, then you're losing customers. The last thing anyone wants to do is wait for your site to load. We're living in the age of 1-hour drone delivery, instant streaming of everything, and tiny plastic devices that order products for you. Your site needs to be faster. Ditch the extra code, optimize your images, and get your site on the right server.
3. Hidden Contact Forms
How easy is it to find your contact form? Wait, don't answer that. You think it's easy to find because you know where it is. But what about that potential customer who's never been to your site? Yeah, he has no clue. You need the right call to action to get him there. And once he's on your contact page, the form better not be buried under a map that's 10,000 pixels tall. If you want people to contact you, make it as easy as possible.
4. Boring or Unhelpful Content
Can I read the content on your site without falling asleep? If I somehow make it through, will I learn anything or actually be compelled to use your services or buy your products? Or does it read like some generic garbage generated by a "copywriter" you found on Fiverr? Your content needs to engage. Believe it or not, people pay attention to what's on your site. And content doesn't just mean giant walls of text. People want to see readable text and engaging images. If you have a good product or service, then use your content to show it. If your product or service is lousy, then use your content to trick people into thinking it's not.
5. Bad or Deprecated Code
You don't know this because you've never bothered to check, but your site is probably loaded with coding errors. Sure, everything might look okay when you load the site, but that doesn't mean it's actually functioning the right way. These code errors might slow down your site or prevent certain elements from working. They may reduce trust in your site. Or they may even be causing your contact form submissions to get lost or your shopping cart to break halfway through a purchase. And if the bad code isn't causing any problems now, it will in the future. Don't assume your site's great just because you can't see anything wrong with it. Ignorance is not bliss when it comes to coding errors. Bad code is more like a ticking time bomb, and it will cost you a lot of money down the road when you need to put in an emergency call to a developer.
6. Outdated Design
You know what scares people off your website really fast? If you answered an outdated design, then you're right. Nothing says "I'm not a trustworthy business" like a site that looks like it hasn't been updated since 1998 (or even 2008). Do you think people are going to give their credit card numbers to a site that was built before they even got credit cards? Nope, and they aren't going to give you their phone number or email address either. If you want to compete, you have to look like you want to compete.
7. Incomplete Tracking
You think you know everything there is to know about your customers because you have Google Analytics installed. Good for you. But what would I find if I looked in your analytics account? Are you firing events on your homepage elements? Are you tracking those calls to action? Can I see your conversion funnels? Do you even have ecommerce tracking or goals enabled? Every action a user can take on your site is a piece of data you need. More importantly, it's an opportunity. This information can tell you exactly what's working—and what isn't. If you aren't tracking everything, you might as well ignore what your customers are telling you.
8. Not Mobile Friendly
If your site isn't optimized for mobile devices, you should just put up a sign that says "No Phones Allowed." Over 50% of all search traffic is from mobile. Mobile-friendly websites rank better in search results. Even if you don't care about search traffic, your potential customers are far less likely to convert if your site doesn't look great on mobile devices. Over 70% of today's online customers demand a mobile-friendly website. A mobile-friendly website is no longer an option. It's an essential requirement.
So how many of these things are wrong with your website? It's probably more than you think, and there are probably even more major issues that are keeping customers away. Don't let a bad website hurt your business. You may think a website redesign is too expensive, but a good design will produce a big return in the long run.