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10 Reasons Why Your Business Website May Be Underperforming

Business is difficult. You fight it out on a daily basis with your competitors, for a chunk of a finite market. The online arena is particularly cut-throat, and you’ll need to work to get noticed. If you feel that your site is underperforming, here are 10 factors that may be affecting the efficacy of your online presence.


10. Your Site Functions Poorly On Mobile Devices


People are viewing your website on a broader range of devices than ever before. From super-resolution 4K computer monitors down to older low-spec android devices, your website needs to look well on a huge range of devices. Responsive web design allows your content to arrange itself for readability and navigation according to the device’s capabilities, ensuring that your visitors do not decamp to your competitor’s site for usability reasons.


9. Your Site Looks Bad


If you’ve cut corners designing your website, it generally shows. Bad or non-existent colour schemes, poor typography, insufficient spacing and padding, insufficient imagery or overuse of bad stock imagery – all these factors detract from the appearance of your site. If your site appearance is suboptimal, many visitors will make unfounded assumptions about your business and may jump to your competitor’s site.


8. Your Page Content and Navigation Has Not Been Optimised


Content often gets less attention than it deserves, as even those who love to write tend to hate writing about their own business. Each page should serve a purpose and the content should reflect this. A page should be written primarily with the visitor in mind. It can then be assessed for SEO to ensure that it contains the relevant keywords. If in doubt, consult with a copywriter and an SEO professional. If you are not ranking for the important keywords, your customers won’t be able to find you.


Navigation is just as important, and should be supplemented by an onsite search function. The home page should direct you to the most important subpages of the site, and the navigation menu should be logically organised and easy to use on any device.


7. You’re Being Too Ambitious


Too often we see small businesses wanting to rank #1 in the search engines for a search phrase with thousands of competitors, many with far larger marketing budgets. You need to pick your battles. Identify a niche which you feel you can dominate. This may be something you specialise in which distinguishes you from the competition or it may be a location. Once you win a modest battle, you can pick a more ambitious goal as your next project!


6. Your Site Is Stagnant


Visitors and search engines want to see fresh content. “Where do I get this content?” I hear you ask. Write about your business – news, special offers, editorial content on industry news, hints, tips – anything that might be interesting to your visitors. Every visit to your site should be seen as an opportunity to do business.


5. You Don’t Gel With Your Web Designer/Developer


It is very important that you work well with your designer/developer. Sometimes you feel you are getting bad value or service. Sometimes you feel that your web partner doesn’t have the skills you need. Sometimes you just don’t click. It’s okay to move on, and if your site is built on a well known platform, it should be easy to find another partner to take over from where the old one left off.


4. Your Time/Money Budget Is Incompatible With Your Online Goals


You need to have a realistic expectation of what your website will do for you, based on good research. How much revenue do you need your site to bring in every year? Calculate the direct revenue (online sales, if any) and the indirect revenue (do you ask EVERY SINGLE NEW CUSTOMER how they found out about you? If not, you’re wasting your marketing hours and Euros!)


Now you need to ask yourself what is an acceptable cost per acquisition, based on your best projection of average repeat sales from new online customers. You need to speculate to accumulate, and acquiring customers online can be the most cost effective method. Keep this in mind when calculating your annual online marketing budget.


3. You Don’t Engage With Your Target Audience


Today’s audience uses the internet to interact with businesses, to shop around, to get customer service. If you’re not available for these interactions you’re missing a trick. Make it your business to check your emails, Facebook, Twitter, LinkedIn – wherever your customers seek you out, on a daily basis at least. Not doing so is the internet equivalent of leaving your phone off the hook.


2. Your Clients Can’t Pay Online For Your Goods/Services


If you sell products or services, there’s probably a way to do it online. If you don’t sell online, you are missing out on a potentially huge market. The volume of sales you stand to gain depends on you and your business, but you need to at least investigate the possibilities.


1. Your Site Does Not Engage Your Customers

Ever been to a business site and made a snap decision that you don’t want to do business with this company? Maybe it’s the design, the lack of contact information, the last new item dated 3 years ago, the generic stock photography, the spelling and grammar mistakes, or the lack of information. If your website doesn’t grab your visitor, you’re unlikely to turn them into a customer.