Top Reasons Your Website Might be Failing You
A business’s website is one of, if not the most powerful tool at an entrepreneur’s disposal for growing an audience and gaining customers. Yet, countless websites are unattractive and difficult to use because they have been patchwork put together by DIYers and freelancers over the first few years of business.
Letting your site be piecemealed together is one of the most dangerous mistakes you can make in the digital age. There are five core benefits to having a professionally designed website, and that investment will pay for itself in the long term. If you haven’t had a professional site designed, these are the top reasons your website might be failing you.
🚨 Your Message is Confusing 🚨
You have eight seconds to capture a viewer's attention.
Do you know the phrase “don’t judge a book by its cover”? Unfortunately, that rule rarely applies to anything, ever.
We grab books from the shelf that catch our eye, buy products with attractive packaging, and spend more time looking at aesthetically pleasing visuals. Even the least design-oriented of us are subconsciously attracted to well-designed products.
The same principle goes for website design. How many times have you clicked a link and immediately clicked the back button? How many times have you tried to read an article where you have to cancel four different pop-ups and ads before reading a single sentence? How many times have you just wanted to find a phone number and couldn’t?
You have eight seconds to capture a viewer’s attention. If you don’t make a good first impression from the initial click, your potential customers will never read your content, see your awesome product, or become a customer
🚨 Your Design Doesn’t Work on Mobile 🚨
Your website must be beautiful and functional on desktop and mobile.
Even the best DIY website usually doesn’t capture full mobile and tablet optimization. In 2016, web-wide engagement marked the first year that mobile page views surpassed desktop page views. A critical principle for all entrepreneurs is to meet your customers where they are. That’s part of the reason why social media advertising is outranking traditional advertising—because on social media is where people spend most of their time, find new products, and click on new websites.
If your site isn’t mobile-friendly, you’re losing customers. Plain and simple. Hard-to-navigate mobile sites are all too common. You don’t want your potential clients to have to zoom in and out, squint their eyes to see small links and headers, or wait for images and links and ads and product pages to load. We can guarantee your customers will give up and move away from your site if your website is a hassle to navigate. (Seriously, look at your bounce rate.)
Professional designers know how to navigate this careful balance of information and ease. Even if you can’t afford to hire a studio right now, at least look into getting your website audited in a consultation. Trust us, we all have blind spots, and yours may be costing you more than you think.
🚨 You Only Use it to Attract New Customers 🚨
Websites are the ultimate passive customer service tool.
Imagine you have a salesperson who constantly answers questions, provides free value, directs customers to new products and services, and represents all the best elements of your brand.
Now imagine that this salesperson only had one upfront investment cost and then nominal year-over-year costs thereafter. This is the power of a good website. Even when you’re sleeping, your website is not.
If you’re busy in meetings, out on vacation, or having a sick day, your website is always putting your best face forward, but only if it’s well-designed and expertly architected.
Websites serve as the ultimate passive customer service tool, allowing potential customers to find you and engage with you at any hour of the day.
It lets old customers return to and get support from you at any hour of the day; it lets your clients easily refer you to others by sending along a link; it provides value to potential customers with a blog (like this article you’re reading!).
If you’re a small shop or a solopreneur, you can’t afford the risk of not having a professionally designed website. It’s customer service, marketing, brand positioning, and authority all wrapped up in a tiny URL.
🚨 The Design Looks DIY 🚨
Professionally designed websites provide instant credibility.
Our subconscious mind immediately discerns credibility and authority based on small visual elements on a website. A professional-looking website tells you it’s okay to trust its information. A recently updated website with a blog or press section tells you the brand is actively working in its respective space. An outdated or cheesy website tells you a brand is unfocused and lacking growth. A website with clipart — well, just avoid that one.
If your website doesn’t look professional, potential clients will assume you aren’t professional. Your website's design represents your brand. A flashy (literally) or outdated design will automatically dock your credibility in your industry.
However, if your website is simple, clean, and eye-catching, you’ll instantly gain the trust of potential customers. Well-designed websites show the level of care you bring to your business, and customers pick up on that.
🚨 The Content Isn’t Thoughtful 🚨
Your website is the best opportunity to showcase perceived and actual value.
If your website looks beautiful and feels easy to use down to the last detail, potential clients will assume your product is, too. Even if what you provide isn’t a physical item, clients still look at the perceived value in your design, your content, and the results you showcase. A professionally designed site lets them know it’s okay to invest and trust in what you’re selling.
With so little time to make a good first impression, it’s important to leave a lasting one to ensure you keep your potential clients on your website. You want them to invest in you, not someone else. That’s why it’s important to invest in good design — it’ll pay for itself in the long run.
