Your website is the face of your business. It's not there just to provide information or sell a product. Your website represents your company, your brand, and your values. It's important to take the time to ensure that your site is as polished as your products.
Failing to do so not only hurts your image but may also send customers to another competitor. Below is a list of reasons that your website could be driving away customers and ultimately, damaging your reputation.
1. Misspelled Words or Bad Grammar
This is something that will stand out instantly. Don't let it be a distraction. Failing to correct misspellings and grammar issues will make a customer assume you are lazy, or that you don't care about your company's image. They may also question whether you care about your product and your customers. These things may seem minor, but correcting them will go a long way towards showing your customers that you truly care about your company.
2. No call to action
If you haven't invited the customer to do something, what is the point? You want them to take an action, right? Whether it be signing up for your newsletter or buying something, you need to make it easy for them to interact with you. Be sure that you have a clear call to action and that it is easily visible to the customer.
3. Poor Search Functionality
Believe it or not, some customers do value the search function. Rather than having to search through your menus, they may prefer to do a quick search to find their item. If they can't find it easily, they will get it elsewhere.
4. Confusing, Vague or Misleading Messages
Your customers come to your website to get answers to their problems. If the answers you are providing them with are confusing, vague, or misleading, they will immediately lose trust in your brand and quickly move on.
5. You Aren’t Speaking Your Customer's Language
Big technical words that are used around the office may not be all that familiar with your customers. Make sure the verbiage on your site is easily understood by your target audience, and rework your messages to include definitions or links to resources to help customers that might need more information. Not only will you keep customers engaged, but you will see a jump in SEO, too!
6. Your Offers Seem “Spammy”
As a general rule of thumb, try to stay away from all CAPS. Although you may just be trying to emphasize your trustworthiness, you end up doing the opposite. Your customers will begin to question your authority when you say things like “100% CUSTOMER SATISFACTION GUARANTEED.”
Instead, you should offer a prominent link that says something like: “Have an issue with your order? Let us make it right. Contact us here.” In doing this, potential customers are willing to trust that you will make it right if they do end up having a bad customer experience, and it seems 100% less “spammy.”
7. "Oops! Sorry that page doesn’t exist!"
It’s 2017. If you have broken links on your website, you can pretty much ensure that your customers will find what they need elsewhere. Nothing will frustrate your customers more than a broken link or 404 error, especially for a mobile user. Get those broken links cleaned up ASAP!
8. Your Copyright Information Is Out of Date
Yep. That little message in the footer that tells everyone exactly what year your site was built (because hardly anyone ever updates it). Believe me; your customers notice it. Keep that sucker up to date. Leave yourself an annual reminder, automate it, make it a priority.
If you expect to collect any information from your customers, you better make sure your website looks modern and updated, and that’s part of it. Do whatever you need to do to keep your copyright info up to date.
9. Your Website Design Hasn’t Been Updated In 3 Years
Since we are talking about keeping things modern, let’s talk about design. If your design is over 3 years old you can pretty much guarantee you aren’t standing out from the competition, and you are probably just frustrating your visitors. Website design best practices are constantly evolving, so your website needs continuously managed and updated.
10. The Silver Lining of All of This…
The good news is that your website is never a finished product. You should develop a strategic action plan to continually make updates and improvements so that your company can stay ahead of the competition.
If your current website is beyond repair; don’t panic.
Get in contact with a digital marketing consultant to find out what the best course of action is to fix your website. You will save a ton of money and frustration by getting advice from someone who already knows what strategies will work and what changes will be necessary for your business’s success.