Investing in a website is a step in the right direction. The operative word in our preceding statement is “investing”. It implies that you expect your investment to pay dividends in the future. Indeed, the website has come a long way.
Before broadband, businesses set up websites to function primarily as online marketing brochures. The website has evolved since then.
Today, the website is a facility that can provide amazing user experience with the power to convert simple interest into a stream of revenues for your business. Properly managed, a website can help you achieve your business goals.
You can use the website to generate leads, streamline business costs, acquire followers, expand your market base, improve the efficiency of business operations, provide top-notch customer service, enhance your business reputation, or increase sales.
In contrast, improperly managed, your website can drive away customers, tarnish your business reputation, and affect its ability to generate revenues.
Do you feel that your website has not contributed to the growth of your business? Are you under the impression that your website has not performed according to expectations? Do you think your website has not delivered quantifiable results? Are you starting to think that starting the website was not a good investment?
Is your website costing you business?
If you answered “Yes” to any of these questions, read on! We will discuss the possible reasons why your website could be costing you business and what could be done to fix these issues.
Don’t give up on your website! It remains a good investment and a viable tool to help you take your business to the next level. We will show you how to maximize its strengths so you can turn it into a money-making machine!
8 Reasons Why Your Website is Costing You Business
The factors we listed as possible reasons why your website is under-performing are basic, fundamental requirements for an effective, fully-functioning website.
If you have a webmaster, he/she knows that these factors should not only be in place. They have to be routinely checked, evaluated, and updated.
A website should be dynamic. It must be allowed to evolve and change with the times. If your website remains stagnant, it will be left behind and ignored on the Internet. The beneficiaries will be your competitors.
1. Your Website is Not Mobile Responsive
Mobile responsiveness has been a ranking factor in Google’s search algorithm since 2015. If your website is not mobile responsive, get your webmaster on the line this very second. Google could well be punishing you in the search rankings for it.
If you can confirm that your website was mobile responsive when the webmaster turned it over to you, can you confidently say that it remains highly responsive to mobile devices today?
Mobile technology continues to evolve. Screen sizes and resolutions change to give mobile users better experience. There is also a great demand for the latest mobile devices. Consumers will pay top dollar for the latest iPhone or Android smartphone with the most innovative features.
Your webmaster has to constantly test the responsiveness of your website. It should be able to set up effortlessly in different screen sizes. Keep in mind that when mobile devices evolve and become more advanced, they will require more information.
You can read up more on why you should update mobile responsive design in our article “What Does My Website Look Like To Mobile Users?”
2. Web Page Loading Speed is Very Slow
According to a study conducted by Akamai, slow loading web pages are bad for business:
- 47% of mobile device users expect a web page to load in under 2 seconds.
- 40% of mobile device users will discontinue the search if a web page does not load in under 2 seconds.
- For every second that your web page is delayed in loading, you lose 7% in conversions.
Again, your website design and its features have to be updated. It has to conform to the demands of today’s mobile community.
Your webmaster should check which of its features are no longer be supported by mobile devices particularly the images you use. You may also have files that are uncompressed.
3. Customers Perceive Your Website is Not Safe
All you need to do is read today’s news headlines to learn all about the latest hacking attempt. 2017 was a banner year for hackers and it doesn’t seem like these cyber-criminals will be slowing down their nefarious activities any time soon.
Consumers are becoming more cautious about their online activities. A survey done by Blumberg Capital showed that hacking has affected the online shopping behavior of American consumers. It will not keep consumers from shopping at their favorite e-Commerce retailer, but they will be more selective of the sites they visit.
Google has seen this. For the reason that the biggest search engine on the Internet is big on User Experience (UX), Google has required all websites – not just e-Commerce websites – to get SSL Certificates.
SSL or Secure Sockets Layer is a program that encrypts data that is transmitted from browser to server. You can read more about SSL in our article, “SSL: What Is It And Why Your Business Needs It”.
If your website does not have SSL certificates, Google will mark it as “Not Secure”. Those two words can have an impact on the decision of a site user to explore your website. Ask yourself, “Would you proceed your search with a website that Google has marked ‘Not Secure’?”
In view of this, consider getting SSL certificates for your website. The cost of having your website covered by SSL certificates is negligible considering the size of the business that you might lose.
4. Design Looks Old; Outdated
Do you have a favorite neighborhood bar? It may have been there before you were born. And yes, age does add character.
However, what would you do if another bar opened right beside it and it had 60” HDTVs mounted in key locations so you can watch the latest sports events wherever you are seated? And what if it had wi-fi, comfortable modern-designed furniture, and 18 barrels of self-serve craft beer?
Goodbye to the old and hello to the new!
Maybe the classics are timeless but when you are engaged in the digital age, your design must conform to the times. Your customers will appreciate a newer and better experience. Often that includes your website’s design and functionality.
Always keep in mind that your audience’s online behavioral patterns can change. They can be influenced by other websites. The changes in the functionality of their mobile devices will likewise have an effect on how they interact with websites.
Make it a point to have your webmaster audit your website. Come up with ways to update its look and functionality. The website may be for your business but its value is to your customers.
5. Poor Quality Content
Search is the number one online activity. People are constantly looking for content that provides the information they are looking for. In your industry, there could be thousands of businesses publishing content on their websites. The one that publishes great content on a consistent basis will be patronized the most.
If your website offers content that is not relevant, useful, or informative to your audience, they will not find value in it. Worse, your brand can take a hit. Prospective customers may view your website as “incompetent”, “outdated”, “poorly managed”, “unqualified” or “uncaring”.
Content must always be kept current. In order to get the best results from your content marketing strategy, you should blog at least 16 times a month. Studies show that businesses that blog at least 16 times per month generate 3.5 times more leads than businesses that blog fewer times per month.
And it’s not just the quantity that matters. You must assure your audience of high-quality blogs every time. This means blogs that are:
- Well-researched with links to reputable references.
- Easy to read; short sentences and short paragraphs.
- No spelling and grammatical errors.
Here’s a valuable tip: When writing blogs and other forms of content, always keep in mind you are writing for an audience that needs your expertise. You are the expert. They are on your website to learn from you. Do not make the learning experience difficult by using technical terms.
6. Absence of Testimonials or Product Reviews
Do you remember those weight-loss supplement ads that showed users lose weight after using the product for only a few weeks? It created a huge demand for those weight-loss products. Consumers thought they could experience the same results and lose weight by taking the supplement.
In an expose years later, it was shown that instead of “Before” and “After”, those pictures were really taken “After” and “Before”. By this we mean, the supplement companies got models who were already lean and fit, to begin with. The models were described as “actual users”.
Then by having the models eat potato chips and other processed foods, they got their bodies to fill out and look heavy and bloated.
It was a scam but it worked. The “fake ads” were a huge success and made those companies millions of dollars.
Our point in mentioning this is not to encourage you to scam customers. Rather, we want to emphasize the power of testimonials and product reviews. This is called the power of social proof.
Social proof is a type of behavior whereby the decisions or actions of one person are influenced by the decisions or actions of another. You can read more about social proof in our article, “Social Proof: The Natural Way To Build Trust And Reputation For Your Website”.
In our previous example, consumers were influenced by the decisions of supplement users to give the product a try in order to lose weight.
Testimonies and product reviews have that kind of influential power. When you go to Amazon and are faced with hundreds of selections for the latest fitness tracker, how would you arrive at your decision?
Chances are you would check out the product reviews section. You will probably click on a few of the four and five-star reviews. For purposes of establishing a check and balance, you should click on a few one and two-star reviews as well.
If your website does not have social proof from your customers, you will be undermining its opportunities for success.
Invite customers to share their experiences with your products and ask them if you could publish them as testimonies on your website.
The website is your office on the Internet. This is the place where your customers go to find your products and services. The biggest advantage a website has over a traditional brick- and- mortar office is that it is open 24/7. Anyone, anyone on the Internet can visit your website at any time of the day.
Unlike a brick- and- mortar office, you don’t have to place a manager on 24-hour duty. Therefore, you have to be 100% sure and confident that your website can accommodate anyone who visits a page and is interested to learn more about your products and services.
Your webmaster knows this. Rather, your webmaster should know this.
Managing a website is a big responsibility. However, it is doable and with proper planning, it can be done effectively without inconvenience and issue to the website owner.
Failure to manage a website effectively is a sign of irresponsibility that will cost your business customers and potential revenue.
Managing your website is the job of your webmaster. If you don’t have one, find one that can do the job properly.
Or you can sign up with us. Allow us the opportunity to manage your website.
We have managed hundreds of websites and our customers are very happy with the results so far. Do you own a WordPress website? Sign up for our Extreme WordPress Care Plans. Clients who have signed up are glad they did!
We are managing their WordPress websites for them so they can focus on the day-to-day demands of their business.
Our clients no longer spend time checking on their websites. They no longer have sleepless nights thinking if their website is being hacked or infiltrated by cyber-criminals.
We have amazing people on our team. Our content has been cited multiple times by the digital marketing community website UpCity as among the top 25 marketing- based articles on the Internet.
Do you have 30 minutes? Consult with us for free! We will let you know how we can help you get the most out of your website.