You’ve put a lot of time and effort – even money – into your website design for your Alabama business. It can be frustrating then when you find you’re getting traffic and you even have great visibility locally on the web but it’s not producing any sales, activity, calls, etc.
There’s a good chance it has nothing to do with your product or services, but everything to do with your web design and your copywriting. Here are 5 reasons why your customers are likely to turn up their nose once they engage your site and how you can fix it.
Web Design Mistake #1 – One of the worst mistakes you can make when you complete your web design and load it with content is to leave out the direction. Many businesses are so focused on writing about how great they are that they neglect to leave bread crumbs for customers. Make sure you provide immediate direction and clear guidance when they land on the page. A “do this first” call to action is really important to the conversion process
Web Design Mistake #2 – While quality copywriting isn’t typically provided by web design companies, it is a part of the design and marketing process. When it comes to your copywriting, you need clear benefit statements laid out in your content. These benefit statements tell the customer why they should be doing business with you, and what they get out of the deal.
Web Design Mistake #3 – Overusing stock photos is a major mistake, and savvy customers can tell the difference. That same tired group of professionals shaking hands, posing in a group together, or a woman with a headset looking like she just won the lottery do nothing to paint an accurate picture of your company. Graphic/visual stimulation is important, but not at the expense of credibility.
Web Design Mistake #4 – Navigation is key to closing sales. You should keep clicks to a minimum – 3 or less – in order to guarantee people contact you or buy from your site. If your web design buried your contact information, product pages and check-out options then fix it. Make these things clearly visible, otherwise you have the web design equivalent of automated answering services when you call customer service, and it’s maddening.
Web Design Mistake #5 – Having a call to action is important, but it’s not enough. It needs to be obvious and it needs to stand out. Your call to action should also accurately reflect what you promise. When you place your content, make sure your call to action is above the fold and clearly dictates what you want the customer to do.
From a conversion standpoint, these are critical points. If you find that you’re violating one or more of them, then it’s time to take a good hard look at your web design and consider retooling your sales funnel to improve sales and performance.