Why Your Website Isn’t Making Money & What To Do About It

Laura English

Laura English

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Online is where it’s at. The most lucrative marketing avenues are all online and most of them rely on your website. Your website is the most crucial aspect of your business. But just owning a website isn’t enough. It needs to look good and appealing to the user, it needs to supports the marketing and sales funnels and it needs to guide your potential customers to actually buy.

You need your potential customers or clients to be able to find your website, stay on it, and then choose your product or your services. So, how do you do it? For starters, be sure to avoid these annoyingly common and cringey website blunders.

Complex or unpleasant design

Let’s face it, humans aren’t that different to goldfish. We have short attention spans and we aren’t willing to spend too long on one thing. That’s where UX comes in. UX or User Experience design is using our knowledge and data-backed evidence of how people interact with things like websites, softwares, even documents — and tailoring our platforms to it. We make sure that whatever the user is looking for, is immediately accessible, because the data tells us that if we don’t, the user isn’t going to go looking for it.

Your website pages like your ‘About Us’, ‘Products’ or ‘Services’, and of course, your ‘Contact Us’ page should all be so obviously there it hurts. If your user has to go looking for your products, why would they buy them? Especially when your competitors made it so easy for them to find. If you send your customers on a wild chase, they’ll give up before they’ve found anything.

Not optimising for mobile

A really common mistake in web design is having an amazing desktop website; flawlessly designed, seamless transition between pages, content that’s written and organised perfectly. But, it doesn’t work on mobile. The pages won’t load properly, content is skewed.  Think about how how potential customers are using and viewing your site… web users browse on their phones more than their computers. Particularly when it comes to finding somewhere to eat, shop, get a haircut, these sort of searches take place on the go or from the comfort of our couch or our beds.

It’s a rare occurrence for someone to come across a website on their phone, find it isn’t optimised for mobile, and jump on their computer to view it — they’ll just go find one that is.

The other aspect to this is that Google doesn’t like desktop-only websites. Google is all about the user so because users want mobile friendly websites, they now immediately rank higher than those who aren’t.

In 2018, 58 per cent of website visits came from mobile phones — and that isn’t counting tablets.

Poor content

Being a copywriter and content writer, this is kind of a touchy subject, but it needs to be said. Content on your website does get read and the quality of it does matter. Sometimes people mistake content as just being a filler on their website. Kind of like, it’s only there because it’d look weird without words. Having poorly written content on your website does you absolutely no SEO favours and it’s honestly no better than having lorem ipsum all over your site. The bounce rate would probably be the same.

Copy on your website with typos, misspellings, or incorrect grammar isn’t just painful to read. It scream unprofessionalism, shortcutting, and can represent your company as unreliable or untrustworthy. It’s the same as landing on a website and being greeted with a “you’re the millionth visitor, you’ve won!” pop up. You immediately don’t trust that website. 

Plus, if you’re not paying close attention to detail for your own business… what will you do for them?

A lack of information on your website can be really concerning. Your potential customers should be able to find out the basics about you. Who are you? What do you do? What makes you different?

Too much information can be tough too. People are lazy! You have to give them what they want, where they want it, and when they want it. If you’re displaying loads of information on your website, make sure it’s relevant. Be sure to use headings so any skimmers get the context too.

Users shouldn’t need to CTRL+F to find what they’re after. Any information they should need should be above the fold (where users can see down to without scrolling). Some companies do require a lot of content, the more complex, expensive, or industry-specific your products or services are, the more content you need. The thing is that no one wants to read an essay about the many fine details of a legal process, so breaking it up is crucial — contextual headings are the way to go. 

Unclear contact information or no CTA

The whole point of your website is conversions. A strong call to action and the right contact information is the most valuable asset your website can have.

If someone makes it through all of your pages, reads your content, browses your products and services but then can’t find where your store is, how to contact you, or doesn’t what the next step is — then the website is kind of redundant. Be sure to let them know what to do next — whether that’s adding something to their basket, calling your store, or filling in the form. 

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Ready to make more business through your website? Let’s talk about it, get in touch today.

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