Web Design

10 Fundamental Reasons Why Some Business Websites Fail

10 Fundamental Reasons Why Some Business Websites Fail

Have you spent a lot of money on a website but have not seen a return on your investment? Well, if that is the case, you are far from alone. Indeed, many low-performing websites are languishing on the web achieving nothing. The reasons why these websites are not achieving results are often straightforward to fix. Here are ten reasons why some websites will never reach their full potential unless some changes are made.

Lack of Purpose

Some websites are developed purely because the owner knows that every business needs one. However, if a site is not designed with a specific purpose in mind, it will fail to achieve anything.

A website needs to be planned out in advance, with every page fulfilling a purpose. The target audience needs to be identified, or example. Product or lead-generating landing pages will need to be designed, and an about us page and a blog will need to be thought out to generate trust and engage with the audience. The crucial thing is to ensure that pages on a website do not exist merely to fill space.

Poor Design

A business website is highly likely to be the first contact a prospect has with a company. So, the site must give an excellent first impression. But, if the site is poorly designed or looks outdated, that will reflect badly on the business.

It is possible to build business websites for minimal cost. However, a website is the equivalent of a storefront. So, it is well worth investing some money to have a business website professionally designed.

Speed Issues

People with super-fast broadband expect super-fast responses from the websites they visit. So, if a website leaves people hanging around for something to happen, visitors will quit the site. And slow-loading websites will not rank highly in the search engines.

Ideally, every page of a website should load within three seconds. If web pages are not hitting that target, the site may need to be redesigned, or the hosting provider changed. There is also a range of changes that can be made to improve page speeds, including optimizing images and using a content distribution network (CDN).

Poor Navigation

Visitors to a site need to be able to find what they are looking for quickly. So, navigation needs to be straightforward, and there must be no dead ends. Menus, for example, should be easy to locate and use. And internal links should lead users logically from one piece of content to the next.

The best way to approach website navigation is to use the three-clicks rule. In other words, ensure that a visitor can navigate to what they need in three clicks of the mouse or less. And never leave a visitor scratching their head wondering how to get where they need to go. Instead, make navigation intuitive and lead visitors on their journey through the website.

Poor Quality Content

Poor quality content will reflect poorly on the brand, it will increase bounce rates, and it certainly won’t be helping conversions. So, it is always best to invest in professionally written web content if you do not have the skills or time to do the job properly yourself.

It is also vital to bear in mind that web content is different from other types of writing. For example, visitors to websites like to skim-read content to find what they need quickly. So, web content must be concise, easy to read, and broken up with plenty of headings and subheadings.

Lack of Clarity

A common fault of many business sites is that they fail to get to the point. So, visitors to the site are unable to determine if the company can meet their requirements. And, as people only spend a few seconds deciding if a site is what they were looking for, this lack of clarity can be disastrous.

A business website should state clearly what the offer is on the home page and landing pages. This includes what services or products are on offer and what geographical regions the company services. There must also be a description of the unique selling proposition that differentiates the business from its competitors.

Not Mobile-Friendly

Even today, many small business sites are not mobile-friendly. And, with more than half of all web traffic now coming from mobile devices, overlooking this aspect of web design can kill a website.

It is not enough to use a responsive template or theme for a website. In addition, the site’s content must be laid out in a way that makes it easy to read on mobile devices. Any plugins or widgets need to be responsive, too.

No or Ineffective Calls to Action (CTAs)

Another surprising omission of some business websites is that they have no clear calls to action.

As mentioned above, every site must have an objective. And, whether that objective is to generate leads or online sales, the user must be told how to take the desired action with calls to action. Without CTAs, users might be left thinking, “Yes, I’m interested, but what do I do next?” So, CTAs need to be easy to see and written with concise, persuasive words that inspire the user to take action.

No Search Engine Optimization (SEO)

The most cost-effective traffic a website can get is organic traffic from Google. And, to obtain that traffic, the site must employ both on and off-page search engine optimization strategies.

However, SEO is not as straightforward as some people think. So, unless you know all the relevant techniques, it is usually best to employ SEO experts to optimize a business website for the search engines.

There are other ways to promote a website, as mentioned below. But most people’s first port of call when looking for a product or service is Google. So, without good SEO, a website is unlikely to attract enough visitors to meet its objectives.

Lack of Promotion

Even with good SEO, a business website will likely need to be promoted through other channels. And, indeed, some types of website promotion will help increase a website’s Google ranking in addition to attracting visitors.

There are a variety of ways that a website can be promoted. Cost-per-click advertising, for example, will bring targeted traffic to a site. And sites can be promoted on social media, via guest posts on other sites, and conventional forms of advertising. However, the crucial thing to remember is that a small business website is unlikely to get found without SEO and promotion.

Conclusion

None of the above points is too challenging to fix. But it would be better to get the design of a site right from day one. So, a business website needs to be planned with a purpose in mind. And the content and the design features of the site need to be top class. But even the perfect websites will not achieve results if the site is not promoted. So, the work doesn’t end when the site goes live. You will then need to continue posting fresh content, improving SEO, and promoting the website on and offline.

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