Everyone wants a great website experience. You put a website up online with the intention that it is going to attract customers and get you more business. That is not what happens in reality though. So why is your website driving customers away? Here are the six top reasons that your professional services customers will leave you like a bad date.
1. Your Website is NOT Mobile Friendly (Responsive)
Google just recently updated their search algorithms to prompt you to get on the wagon train. Consumers today want every website to be mobile friendly. According to search engine land approximately 40% of mobile search queries have been impacted by this recent update. If you ignor this update, you stand to loose a significant organic segment of search rankings. But that is not all. Mobify says that it’s even worse, if you are running an e-commerce site then approximately 30% of your customers are going to abandon the transaction because the experience is just too difficult. It’s not just an option anymore, consumers want a mobile experience and without it, you lose a large percentage of your customers because of it.
2. You Have Over Promised to Your Customers
Great, you put a great offer out there on Google Ads or Facebook advertising to your professional services customers. But wait: When the customer arrives on the landing page they don’t get what they were expecting. Your viewers got excited thinking they found what they were looking for only to find just the opposite. The first thing they are going to do is click the back button or leave your site. Don’t over-promise and under-deliver! This will kill conversion rates and get you a very fast reputation for bait and switch.
3. You Don’t Have a CTA (Call-to-Action)
What is a call-to-action? Your potential customers won’t take action on your website unless you prompt them to go or do something. Prompt and send them to a landing page, blog post, product page with a compelling and relevant CTA. It seems like a no-brainer, but you a just rolling the dice and hoping that they are going to do something without a CTA. You simply need to ask for the sale. That is what a CTA does.
4. My Products / Services Benefits aren’t Clear
Great you that products or services listed on your website! Who are they tailored to? Did you write a description about each one from your point of view? If you are not focusing on how your products / services clearly benefit your customers you won’t compel them to move down the sales funnel.
Identify what you customers care about. Don’t just focus on selling them the features of your products/services, but focus on selling benefits. Customers want to know how your products/services will benefit them.
5. Your Website Takes Forever To Load
Website load time is one of the most overlooked aspects of designing and building a great website. According to Kissmetrics load times matter when it comes to a great performing website.
- 47% of consumers expect your website to load in 2 seconds or less.
- 40% of consumers abandon your website if it takes more than 3-5 seconds to load.
- 16% of consumers think that waiting even one second more is too long.
Choosing the right hosting company and programming your website properly will provide your customers with a fast loading website -- effectively keeping them there.
6. Your Website Has Poor Navigation
The number one rule of building a great website is make your navigation simple and consistent. When it comes to navigating through your website, think like the customer. Is it simple and does it make sense? Bad navigation makes your customer frustrated and will drive them to leave. If you are not sure how to arrange your navigation in a manner that makes it easy for the customer use a service like UserTesting or DrunkUserTesting to uncover potential problems they might face.
Don’t just build a website based on your preference. Design and build with your customers in mind. Reverse roles and think like your customers and address the major factors listed above for a great website experience. Here is what you should walk away with in this article:
- Keep your navigation simple and clear.
- Use a super-fast server to host your website.
- Focus on the benefits to your customers regarding your products/services.
- Get Mobile Friendly NOW! The longer you wait the more potential customers you will lose.