You’ve done the work, paid a fortune and expected a large return on investment on your website. So why is it not working out the way you planned?
When creating your online presence, some people might convince you that you need a website. You may also know that a lot of businesses have websites that work for them. So you follow the rest of the sheep – Spending a lot of money and energy getting one too. 6 months later you call to your website developer with one question; “Why haven’t I gotten any leads off my website?”
Your Clients Do Not Visit Your Site
The most common answer to this question is often simply that no one visits your site. Contrary to popular belief, Google doesn’t just majestically find and add your site to the first page. Not only does this require some input and action from your developer and marketing department, it also takes time. And you will find that even with some action from an SEO specialist, your site might still take a while before it appears on the first page of Google’s search results. You need to understand that this is not your fault – This is how Google does it. With so many people on the internet, Google needs to prioritize. Ensuring that the wealthiest companies don’t get a spot first, but those who have been around for a long time and have a good reputation.
So how do you ensure that people go to your site? Through marketing, of course! Print your web address on your flyers and business cards or post it on Facebook – Just get it out there! Alternatively, you can also look at using Google AdWords in order to get new clients to your site from the search engine.
A great tool to monitor the amount of visitors to your site, as well as find out more about them, is Google Analytics. Not only is this a great tool to see who your visitors are, but you’ll also be able to see which marketing idea got them there!
Your Users Don’t Enjoy Your Website
Once you’ve gotten people to your website, you might see a high number of people leave too quickly and never return. Ultimately if you don’t have at least a 30% conversion rate from your visitors, something is once again wrong.
UX can be your biggest enemy here. UX, which is short for User Experience, basically defines how easy it is for people to use your website. Ask yourself things like: “Is my website appealing to look at?” and “Is it easy to go from one page to another?”. Take a look at your site from a user’s perspective! Would you enjoy using the site if you were a visitor? The speed of your website is also critical here. Would you enjoy using a site that takes forever to load? A good tool to monitor the speed of your site, is Google’s Pagespeed Insights.
50-75% of your users will be using mobile devices to access your site, so mobile compatibility is important. Your site needs to work well on all devices. Users should not have to zoom in or out to view your site on their phones. A good way to check this is to use Google’s Mobile-Friendly Testing Tool.
People Do Not Trust Your Website
With a large increase in online scams the last couple of years, there is no doubt that the internet has become a scary place. This sadly means that people are less likely to trust your site (or company), at first glace. This certainly doesn’t help when it comes to making conversions. You need to ensure that your site (or company) is credible – Both online and offline. You can show people know that your site can be trusted by using testimonials and photos of your team and offices, on your site. This lets people know that you really exist and your services are legitimate. You can also make use of an EV Certificate on your site, which is a digital certificate shown to your user when visiting your site. This certificate shows that the site really belongs to your company and that you really are who you claim to be.
Your Business Model Doesn’t Work Online
Selling ice online and sending it to your user via overnight courier isn’t a good idea. Specialists need to ensure that companies know this, regardless of how obvious it may seem. If your client would prefer to see, touch or smell your products, an online store won’t work. You need to be 100% sure that you’re using your website for the right reasons and you should definitely discuss it with your marketing department if you’re unsure.
Your Expectations Are Too High
Once you’ve addressed the above issues, you might also need to align your expectations. Bear in mind that your site likely isn’t decades old and it won’t be as popular as Amazon or Google, so don’t expect to immediately make millions from it. Websites can take anything from 3 months to 5 years to start generating ROI, so it is wise to lower your expectations and just do your best so you can eventually enjoy the ROI, regardless of when it happens.