Have you ever found yourself in one of the following positions before?
You’ve got a beautifully designed website that’s mobile friendly, but nobody’s visiting it.
All of your pages’ title tags, meta descriptions, and content are optimized, but you’re not getting the leads and traffic you want.
You’re flat-out not getting leads in general.
Ever wondered why this could be the case?
There are plenty of reasons why your website might not be converting visitors like you want it to. In fact, I can easily think of seven specific reasons why your website isn’t converting any of your visitors.
In this post, I will be covering these seven reasons. Without further ado, let’s begin.
Reason 1: Your website lacks a clear call-to-action.
What is a call-to-action?
Simply put, it’s an instruction for your website’s visitors. It tells them exactly what to do or where to go after they’ve looked through your website.
Anything along the lines of “Call us now!” or “Download this PDF” is a call-to-action. These instructions clearly tell visitors the next step to take once they’ve finished exploring your site.
So, as you can guess…
…without a clear call-to-action, your website will probably not succeed at converting visitors.
If you’ve got people clicking through and browsing your website, you need to tell them what to do. If they don’t know what to do, they are not going to act. If you have a form you want them to fill out and they don’t see a call-to-action telling them to do it, they won’t do it.
You get the idea, right?
If you don’t have a call-to-action on your website, place one there.
However, if you do have a call-to-action on your website and it’s tricky to find, put it in a more obvious location.
If you’ve got a hidden call-to-action, you may as well not have a call-to-action at all.
And when you’re working on that call-to-action, make it as clear and concise as possible. Don’t draw it out, don’t ramble—get to the point.
You want conversions now. Keep it simple so your website’s visitors do not waste their time.
Reason 2: Your website is poorly designed.
There’s nothing worse than a website that isn’t user-friendly.
And by this, I mean the following:
Your website might have a cluttered design. Maybe you have links all over the place, and sidebars that extend beyond the fold of the screen.
The color choices of the website may contrast too much, and they hurt your visitors’ eyes. It could be that you’ve got white text on a black background.
You could also be using a font that is very difficult to read.
Maybe you’ve got some 90s-looking sparkly animated images everywhere.
And above all, perhaps a visitor has no idea what to do when they get to your website. If your website has a ton of navigation items or links up and down the sides of the site, then your website’s visitors may feel overwhelmed and unsure where to click first.
If poor web design is the case, then you need to take action.
Clean up your website, and make it look more organized. Limit your navigation bar items to no more than four. In other words, pick out the most important pages on your website and place them in your navigation bar.
It’s always best to go with dark text on a white background. Make sure you keep a limited color palette for the website’s color choices and choose color schemes that won’t turn customers away or otherwise make their browsing experience more difficult.
Use a sans-serif font that is easy to read (the one in which this article is written is a good example).
Reason 3: There is no clarity around your product or service.
So, you’ve got a product or service that you offer. And you talk about its features a lot.
Despite this, you never directly state what this service is and what it does for people.
If you do not first define your product or service for your visitors, they will not understand it. And if your visitors do not understand what you do or how you will benefit them, they won’t want to pursue the call-to-action on your website.
Don’t beat around the bush. Clearly define your product or service. Tell your visitors exactly what you do or what your product is, and tell your visitors how this product or service will benefit them.
Be as clear as possible while being as concise as possible. Once your visitors are confident that they know who you are, what you do, and how you will benefit them, they will certainly be more willing to reach out to you.
Reason 4: Your website loads way too slowly.
This is a big one.
If your website loads slowly, people aren’t going to stick around. They’ll click to your website, and if your website hasn’t loaded in less than five seconds, they’ll leave.
We call this a bounce rate—the rate at which people click to your site and immediately click away.
Often, a slow loading time is the major culprit behind a high bounce rate for a website.
But I’ll let you in on another secret about site loading time:
It’s a page ranking factor.
That’s right. Websites that load more quickly are typically ranked higher than others that load at a snail’s pace.
If your website is slow, it’ll rank lower in the SERPs.
If your website ranks lower in the SERPs, people aren’t going to find it.
If people don’t find it, you lose business and potential leads.
Find ways to make your website load faster. Optimize any images that you have on the site, and resize them so they are smaller and take less time to load.
If you’re using WordPress, double check the plugins you’re using and make sure they’re running properly. Keep them up-to-date, and keep in mind that older plugins may make your website load slower.
Above all, keep your pages simple with a few images (resized accordingly) and some text, and with nothing too crazy.
Reason 5: Your website is not mobile friendly.
Another huge reason why your website may be turning away visitors.
It’s no secret that more and more people are using mobile devices today. Since many of these mobile devices come equipped with internet, people are obviously using them to browse websites.
Not all websites, however, have been created or adjusted to work with these mobile devices.
Additionally, the mobile friendliness of a website is a page ranking factor. And with Google’s mobilegeddon implemented earlier this year, the search engine has been giving ranking boosts to websites that are mobile friendly, as opposed to those that are not.
Make your website mobile friendly. Implement responsive design so the website will work across a number of mobile platforms, from tablets to iPhones.
If you don’t know how to make your website mobile friendly, reach out to a firm who can help you.
Reason 6: Visitors do not find your website’s content to be engaging.
You can have a lot of content on your website, and maybe your website has an amazing design.
However, if your website’s visitors find little to no value in your site’s content, they’re not going to stick around—let alone fill out a contact form.
Maybe your content is boring. It could be that your visitors don’t find it useful or helpful in any way—and maybe they’re fighting to keep themselves awake as they’re reading through it.
Or perhaps your content is riddled with spelling and grammatical errors? That’s certainly enough to turn anyone away, right?
Or maybe it’s the sheer look of the website’s content. Is it a bunch of blocks of text, or just one big ol’ wall of text? Those aren’t very fun to read, are they?
Take a second look at your content. Put yourself in your visitors’ shoes for a moment. Ask yourself, “Would my visitors find this content useful? Is this content informative, and does it provide value to them?”
If you answered “no” to both of those questions, do something about it. Find out who your visitors are and what they’re looking for when they visit your website. Know your audience so you know the exact type of content that they will find most beneficial.
Proofread your content. Make sure it’s free of spelling and grammatical errors. Poor writing, poor spelling, and poor grammar not only make your content more difficult and painful to read, but they also do not reflect very well on you and your company.
Try breaking up that content, too. Brian Dean’s got some excellent advice on how to do this, and I highly recommend looking at point number two in this article. It’s something that I’ve learned how to do since I started copywriting, and it can help you, too.
Reason 7: You aren’t advertising yourself enough.
Your website’s got useful content, and everything is optimized. You’ve cleaned up any navigational issues and you’ve got a design that can’t be beat…
…but nobody’s visiting your website.
Because nobody knows your website exists.
Obviously, if people don’t know that your website exists, you won’t get any conversions.
So this is where marketing comes in.
Get active on social media as soon as possible. Make a Facebook page for your business, and don’t stop there. Make a Twitter account, a LinkedIn account, and a Google+ page.
If you’re feeling very ambitious and if your company can advertise in a more visual and creative way, make accounts on YouTube, Pinterest, and Instagram as well.
Make sure all of your social media pages and profiles for your business link back to your business’ website. And make sure you’re actively posting to these social media outlets.
Maybe you can even have your family and friends help you advertise your business via social media. It certainly can’t hurt.
Aside from just making accounts and posting to them, see if you can figure out the best times to post to each social media platform. Use analytics programs to find out when most of your social media followers are online. Post around those times, and you’ll be good to go.
These are just seven possible reasons why your website may not be converting visitors like you want it to. If you’re experiencing any of these problems and you’re still struggling to get the leads you’re looking for, let us give you a hand. We’ll be happy to help.