Original article authored by Barbara Zaccone was published in the Summer 2016 Issue of the New Jersey Association of Women Business Owners (NJAWBO) Bottom Line Newsletter.
Poor First Impressions Lead to Visitors Abandoning Your Website
Visitors abandon websites for any number of reasons, including poor design, outdated content, crazy colors, poor quality images, images that don’t relate to the message, and of course, content (messaging) that has visitors guessing about what your company offers. The list goes on and on—but to keep things simple, let’s focus on the top four telltale signs that your website is hurting your sales.
Website Suffering From Old AGE
Let’s start with the most basic question: How old is your website? If it’s five years or older, you’ve already crossed over into the “my site is hurting my business” zone. So much has changed in five years. Just think of the cell phone you were using five years ago (hint: slide out keyboard or Blackberry). Besides, in April 2015, because of a strong mobile marketplace, Google announced that search results on mobile devices would favor mobile friendly websites. Now mobile friendly websites are getting the attention they deserve. If you are not sure if your site is mobile friendly, give it the ole Google mobile friendly test.
THE FIX: Build a new website and make sure it’s mobile friendly.
Cluttered Home Page
You know what a cluttered home page looks like when you land on one because you want to get out of there—fast. So, if your home page contains 10 or more tabs, call out boxes, small pictures,
lots of text, side bars, sliders with buttons, and way too many choices—this is a sign of an old and cluttered website. Because too many choices confuse visitors, they’ll hit the back button. Today’s style is modern, clean, and uncluttered. Large meaningful images should complement the content. For easier home page navigation, cut down on the number of tabs and choices. Today’s sites are lean and mean, and the eye is always drawn to a clear CALL TO ACTION.
THE FIX: For a cost-effective and professional design, you can choose from hundreds of popular WordPress premium themes. A theme can be customized by a professional developer, giving you a site that is true to your brand.
No Social Media
You can argue until the cows come home that you don’t feel social media applies to your business, or you don’t have the time to do it. But businesses are run by people, and people spend more time on social media then ever before. Social media influences buying decisions, broadens your reach, and is an important part of your overall online presence. If you don’t have any social media sharing icons or feeds on your website, here’s what it says about your business: “Don’t connect with us. We are unapproachable—not friendly. There is nothing new going on in our company. We have nothing to share. Leave us alone.”
THE FIX: At a bare minimum you should have a company LinkedIn profile. Then, depending on your audience, pick one or two other platforms. Top choices include Facebook, Twitter, Pintrest, and Instagram. Go narrow and go deep.
Imagine what a professional, lean, clean, and mobile friendly website can do to add credibility to your organization and showcase your capabilities. A different user experience could get that phone ringing. There’s no better time then NOW to get started.