Your website is more than just a digital display of your products, services and contact info. When done right, your website is your exhibition to the world - a digital footprint of all you have to offer in an easy-to-find way for your customers. When marketed right, your website serves as a silent salesperson working in the background to bring you relevant, worthwhile leads. Who wouldn’t want that?
In part 1 of this 2 part series, we discuss the matter of, to put it frankly, is your current website any good? Or is it tired and out of date? Is it using old web development practices that are no longer supported by modern browsers? Is it user friendly? Is it just simply not working hard enough for your business? Is it appealing in the eye of the customer?
Our marketing managers and web developers weigh in on the key critical questions you should ask, in order to establish if your website is any good
It’s time to see whether your website is up to scratch. Let’s get started!
Signs that your website is NOT working for your business:
- Your website is only easy to understand to you. For any outsider viewing your site for the first time, it’s not always immediately clear what it is your company does, your purpose, why the customer should choose you, and how they can get in touch with you. For instance, using industry jargon only your business niche understands or simply just by being too vague and unclear in your content.
- The structure of your site may not be standardised in how it flows usability-wise or navigationally. While you may find it quite natural after witnessing its development, others will only know about the sites they’ve visited previously, and upon their arrival your website may seem to deviate quite heavily from those commonalities if it doesn’t follow those same standards.
- There’s no call to action on your site and your company's overall goal isn’t clear. There doesn’t seem to be any clear motivation for me - the customer - to engage.
- The call to action for the client must be clearly visible, and more importantly, it must answer the ‘why’ for the client. What’s the benefit in signing up and why is it so important that they choose your business? For example: Do you sell something you’d like them to purchase? Do you offer a service and want them to book an appointment? Do you run a non-profit and want them to donate?
- Your website is stagnant and hasn’t been updated in a while. Old, forgotten links are broken. Your website isn’t user friendly, non-device compliant, or looks reminiscent of a popular decade-old WordPress theme, or worse, Yahoo! GeoCities. All of these are clear indicators that it’s time for change.
- Your website was created with your own preferences in mind - not your customers’. It’s all well and good if you’re fond of your own website, but you won’t be purchasing or rendering services from your own business. So yes, it needs to portray your business authentically, but always with the customer’s experience in mind.
- You aren’t monitoring and observing your website’s performance, nor updating and learning from what works and what doesn’t.
- Your website isn’t easily found. Your work is done, your website is live, and you now hope people and potential customers will find your site. You know what they say - “the best place to hide a dead body is page two of Google search results”. You’ll most likely need a marketing strategy or an SEO plan - preferably both. That is, if your goal is in fact that of attracting new clients to your site and converting.
If you can relate to one or more of these points, congrats! Identifying the issues your website is facing is the first step to fixing them. In part 2 of this series, we break down how you can tackle this.
Here are some previous articles we’ve created with a wealth of info on web design and development tips that can help you improve your website:
Signs your website is in a rut
Steps to make your website your hardest working salesperson
Understanding what all the very best websites have in common
Are you ready to update your website or build a new one that’ll leave a lasting impression on your customers? Email us on firstname.lastname@example.org today! You can also follow Arc Interactive on Facebook, Twitter or on Instagram.