21 Apr 7 Roadblocks in Your Web Design and Strategy
You paid a big price for a pretty website. But, six months later you haven’t seen any returns on your investment. You don’t have leads rolling in and your traffic seems to have dipped since you launched.
You might be afraid to admit it, but your web design and strategy might actually be holding you back.
In order to see the ROI you want from your website and get those leads rolling in, then you need to eliminate these 7 roadblocks:
1. Poor Website Navigation
One of the biggest web design roadblocks businesses run into is poor website navigation. You may think including everything in your main navigation is helpful, but it actually just confuses visitors. With so many choices they just aren’t sure which page they need. Instead of including all of the pages in the top nav, use drop down menus and internal links to guide web traffic to the pages you want them to visit.
The navigation should be intuitive and simple. There’s no need to complicate the process. If the navigation is too complicated, then visitors will leave. Just because the web design looks amazing, doesn’t mean it’s user friendly.
2. Slow Loading Time
A big, beautiful, and robust website may look amazing, but it may also take a long time to load, which isn’t good for a couple of reasons.
The first reason it isn’t good is because Google doesn’t like it. In fact, a slow loading website can bring your Google search ranking down, which explains why your new site isn’t bringing in as much traffic as your old site did.
The other reason it isn’t good? The average visitor will only wait 2 seconds for a website to load. What?!?! Yup. 2 seconds. That’s not a long time, so if your site is taking longer, then you need to solve that issue ASAP.
3. Bad Content and Missing CTAs
You paid a web design company lots of money to create a website for you, but the content just isn’t good. It happens. Designers aren’t necessarily writers. But, your website content needs to be clear, free of grammar errors, and impactful in order to be effective. Google now recognizes good content from poor content, so make sure your message is getting across the way you want it to.
Something else that may be causing issues in your web design is missing CTAs. Ultimately, CTAs direct your web traffic to wherever you want them to go. If you’re using buttons that say, “click here” or “learn more,” then visitors aren’t really compelled to click on the buttons. Instead, use custom content that drives visitors to take action.
4. Unfriendly SEO Practices
If your website has keywords stuffed into the content, no links to deep pages, or a crawlable link structure, then search engines won’t rank your site. In fact, those things are going to hurt your search rankings.
Instead, you need to use SEO best practices that work for you. Keywords need to be used throughout great content without overuse. The links found on your site should point to the pages deeper in (ie. not the pages on your main navigation). And search engines need to be able to understand the structure of your site based on the links you’ve used.
5. No Visible Offers in the Web Design
Your website is a powerhouse salesperson. Or, at least it should be. A salesperson can’t sell without products or services to offer. Your website offers draw potential customers into your sales funnel. By providing something like an e-book or a checklist, you provide visitors value. In exchange for the content you are providing, visitors will pay you with their contact information. Now, you have a lead.
If visitors can’t find or see these offers, then you won’t end up with any leads. Use headlines, links, CTAs, and buttons to steer traffic to landing pages and offers.
6. Inconsistent Branding
Your website should be part of your overall branding. That means your messaging, images, offers, graphics, and everything else on your site needs to be consistent from page to page. It also means that your branding, no matter where it is, needs to be consistent.
If traffic is coming to your site from an ad, like with a pay-per-click campaign, then your site needs to match the ad campaign. Otherwise, visitors will be confused. The same thing goes for social media, printed marketing materials, and anything else that has your brand on it.
7. Misplaced Links and Icons
Contributing to a poor user experience, links that don’t take users where they think they are going will quickly result in a user leaving the site. Anchor text for links need to be specific enough that users understand what type of content they are going to be viewing. If the anchor text says “download our e-book,” but actually takes users to the About Us page, then you’ve got a huge roadblock.
Another thing that could be causing issues for your site is links to other sites. For example, the social icons at the top of your website could be distracting to users. They’ll click on those to view your Facebook page, notice they have 4 notifications, get caught up in their personal news feed, and never make it back to your site.
Removing The Roadblocks
If you want to start climbing the Google rankings and bringing in leads, then you need to remove the roadblocks.
They’re holding your website back from doing its job, which keeps you from doing yours.
A strategic marketing team can help you remove the roadblocks with strategic web design in mind, meaning you’ll see that ROI instead of wondering where it is.