5 Reasons Why Your Site Doesn’t Convert

Do you get the business you want through your website?

If you’re like many business owners, you would like a little more business coming through yours. 

What could be wrong?

There could be many things wrong that scare customers away or attract the wrong type of customer.  Here are a few reasons this could be happening, and what you can do:

1.      Your design turns visitors off – For most businesses, this means the design looks old, or it’s hosted on one of those build-a-website-for-free domains.  Visitors can tell if your web design wasn’t done by a professional.  If a professional or firm does the work, however, customers take notice and are much more likely to buy.  See Are You Making this Catastrophic web design Mistake? for more about this topic.

2.      You wrote the written copy yourself or had one of your staff do it – You or your staff may be able to get words to flow together well, but that’s not enough to get visitors to buy.  To get them to make that phone call or online contact, you have to motivate them by showing the benefits you offer and why you offer the best solution to the problem they have. 

If your home page reads “Welcome to Our Company” or “Our Company’s Mission is…” then you can rest assured people won’t be motivated to buy.  Have a professional copywriter handle this for you instead.

3.      You don’t target a specific niche market – What are the pain points of your ideal customer?  Your website must show how you solve the problem of a well-defined market.  If you speak to everyone, you sell to no one. 

4.      You don’t offer proof or social proof – From a marketing perspective, people are much more likely to buy when they have “proof” something works.  On a website, this means including things like your BBB rating or awards you’ve won.  You can also show how many social media followers you have.  You might also include a script that shows the most recent online reviews you received on various business directories like Google Places, Yelp, Angie’s List, and others.

Testimonials work too, and they work best when you include the first and last name of the customer, and make sure they discuss in detail the specific result you achieved, such as raising their sales by 58.5%.  The more specific, tangible, and verifiable you can be, the better.

5.      You didn’t establish a USP – A “unique sales proposition” is how you solve your market’s problem different than any of your competitors.  Many niches are filled with tough competition, and if you don’t have a USP, you’re forced to compete on price or pray that your competitors go under. 

Create a USP around your customer’s pain points.  If you find your competitors have poor customer service, develop a 5-star customer service guarantee or give your customers their money back.  The possibilities are limited only to your imagination.

Now That’s a Ton of Work…

It’s tempting to take your website for granted, but rest assured, your market is looking for your business online, no matter what type of business it is. 

The more you put into it, the more you get out of it.  If your website isn’t converting the way you want now, follow these tips, implement them, and watch your website change for the better. 

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