Virtually every company has a professional website these days. Some websites are good, some are bad, and others are just plain ineffective.
The problem is that it’s not always obvious why a business website isn’t attracting visitors or generating leads. True, an ugly website is usually a strong indication of sub-par design, but the reality is that aesthetics are just one part of overall website performance. In order to help business owners go a little bit deeper, we’re going to share four tell-tale signs that a professional website isn’t up to snuff. Check them out here:
Unrelated Domain Name
A good domain name is hard to find. Hundreds of millions of websites already exist, which means that securing a domain name that reflects what your company does can be extremely difficult. What’s more, modern companies also have to deal with domain squatters who purchase domain names at low prices in an attempt to sell them for inflated figures later on. Nevertheless, startups need to acquire a domain name that is appropriate to their industry and, ideally, contains a keyword related to their brand.
Slow Loading Times
Though internet loading times have increased exponentially over the past 20 years, the reality is that very few consumers have the patience to wait for a website to load. In particular, websites that take a long time to load on mobile devices will contribute to low traffic and irritated consumers.
Lack of Compelling Content
A business that doesn’t have a blog is missing out on the many benefits professional blogging affords. Yet, a blog that lacks meaningful content –– i.e. articles that consumers actually want to read –– is unlikely to provide much value at all. Content for the sake of content is a waste of time, energy, and resources. So if you make a commitment to maintain a blog, do so with gusto.
Poor Engagement Stats
Websites that have high bounce rates don’t capture consumer attention. Bounce rate, though, is just one way to measure lack of engagement. Websites that fail to generate quality responses from leads, that don’t produce high click-through rates, and that struggle to reach target markets have fundamental issues that need to be addressed. Remember, these stats don’t lie!
Final Thoughts
Whether a company uses its site to promote a new type of 1536 well plate or to answer FAQs from customers, quality web performance is integral to business viability. Without a strong web presence, modern businesses will find it next to impossible to attract leads, make sales, and grow in any substantial way. So keep these tips in mind the next time you’re working on a web development project!
Photo by John Schnobrich on Unsplash
