Poorly functioning websites weaken your brand, harm your overall capacity for success and diminish cherished customer trust,
which is more important than ever in today’s digital world we live in. Just because you have a website doesn’t mean it’s functioning properly and fulfilling its intended purposes.
In this article, we will try to explain how websites fail and what can be done from the best of our knowledge to prevent it, in order to give a great user experience to your visitors.
First of all, you need to understand that, a website gives your audience a first impression of you and your business. It should express professionalism and competence, which in turn will promote confidence in your brand.
This first impression depends on many factors: structure, colors, amount of text, fonts, and etc. But above all, the better the first impression is, the longer the visitors will stay on your page.
Before anything else, for the great first impression your website needs to load fast. It is not a secret anymore that internet users expect a site to load in 2 seconds or less, and they tend to abandon a site that isn’t loaded within 3 seconds. Moreover, Google has indicated site speed is one of the signals used by its algorithm to rank pages. Accordingly, longer loading times not only negatively affect your conversions but your SEO score too.
Then comes the design and mobile friendliness. Today, more people use mobile devices to view websites than desktop or laptop computers – and your website design needs to reflect that.
Due to the strong growth of the smartphone market in recent years, this is no surprise that in 2018, 52.2 percent of all website traffic worldwide was generated through mobile phones, up from 50.3 percent in the previous year. Mobile currently accounts for half of all global web pages served.
So, considering above mentioned numbers you can see how important a mobile-friendly website can be for any small business. Doesn’t matter if you sell online or not it’s only natural to take the extra care to ensure the website is mobile friendly.
For those who sell online, you need to understand that mobile shoppers have little patience for an elephantine website and one-third of them will leave a transaction if the website isn’t optimized for mobile. Furthermore, as we all know mobile purchases are often impulse buys and mobile users spend more money per purchase than customers do on desktop websites so don’t let your website become a leaking bucket for your sales.
The third point that we want to clarify is Social Media. Nowadays some businesses think if they have a great Social Media account they don’t need a good website. Yes, you may sell something on Instagram but remember all social roads lead to your website.
There always will be social media tools, but the popularity of specific tools will change over the years. Your website, however, is here to stay and it is yours.
On top of this, Facebook or other sites can always choose to change the look of their site or their policies — and your opinion won’t be considered.
With your website, you are in complete control. You determine the navigation; you define the page structure, and you create the look and the feel. With social media accounts and pages, you’re at the mercy of these platforms.
Your website is your public branding platform. Of course, I’m not suggesting any business should ignore their social presence and social marketing campaigns. But you need to realize that your website is uniquely valuable and integral to your social media efforts. Facebook and Instagram can be powerful satellites of your company’s website, but they should never replace it. After all, social media efforts like Instagram advertisement campaigns end up driving traffic somewhere, right? So your website should pull everything together and serve as a central reference point that sets the tone and content of the brand message for all other channels to follow.
And finally, in addition to everything said above, we want to point out that having a website should provide real returns on your investment and help to drive your business towards its goals – and if yours doesn’t, it’s time for a rethink.
Websites are one of today’s most powerful digital marketing tools. So make sure yours is performing well, and not only supporting but helping drive business value. Because your awesome website isn’t that awesome if it doesn’t help you to put your services and products into the hand of people who need them.
Don’t settle for a website that doesn’t deliver for your business and if after reading all this you want to get started optimizing your website for better sales you can get a professional support from our team.
Don’t just assume you have a flawless website performance. We offer a free website audit, just drop us a line and we will send you your website performance report for free. It is our mission to empower every small and medium-sized business with the knowledge and support in digital marketing they need to achieve more.
Unlike other SEO companies, we don’t use cookie cutter software to analyze websites. Your website will be reviewed and analyzed personally by a member of Gummy Bear SEO team. Although our process takes a little longer, the end result is far superior to any automated report – we guarantee it!