Do you feel a sense of dread, every time you’re checking over your site? Are the results you’re getting, not to your liking? If not, then the first thing you’ll want to do, is accept it. You can’t fix a problem, if you don’t acknowledge its existence.
The marketing strategies used in the digital sphere are forever changing, and in life, you’ll get those who will catch on to this, and grow with it, and those who won’t, and will inevitably sink and burn. If you want to ensure that your website is up to scratch, then you really need to take a hard look at it, at least once every 24 months. Is your website delivering on all the things you set out for it to do, or is it lacking behind, not meeting your expectations?
If you want to know the main reasons why your site may be failing, then I suggest you read my synopsis of the most popular reasons.
1. You’re Not Regularly Monitoring Your Site
You can’t properly manage a website, if you’re not monitoring it. If you’re not taking the time to monitor your traffic, to see where your traffic is coming from, and how well your site is converting, then how can you know how well your site is actually doing? At the very least, you should be using some kind of website analytics tool, so that you can keep track of whose coming and who’s going. There are many free website analytics tools that you can use, like Google Analytics, which is amongst the most popular. Using one of these tools, will ensure that your site will never drift away from you.
2. No Conversion Strategy Exists
Your website should have some kind of purpose that extends beyond it being simply a virtual brochure. You want your site to be a place that is inviting to your potential clients, a place where visitors can learn more about you, which will eventually evolve into a lead. In order to do this, you will need to put a call-to-action (CTA) into your site, this will ensure that your site converts. You need to know what kind of offers you can present on each page of your site, some may be best suited for revenue-driving offers, while others may be for creating leads or collecting emails. This is basically how a conversion funnel works, as it turns your visitors into potential customers.
3. Your Site Is Not Mobile Friendly
To put it bluntly, if your site is not mobile responsive in this day and age, then it’s in trouble. Stats currently show that over 50% of all web traffic comes from users on mobile devices.
If you have a website that is not optimised for mobile devices, then it becomes a nightmare for these visitors to navigate through. Your site text may appear too small, or too large, visitors will be forced to zoom into specific areas of your site to read text, or click on a navigation link. All in all, you can expect the visitor to leave as soon as they realise how painful a process it is.
In addition to that, most of the major search engines give a ranking boost to mobile friendly websites. So that should be another incentive for why you should go mobile with your site.
4. No Social Media Presence for Your Site
You don’t post links of the many articles on your website to social media sites like Twitter, YouTube, and Facebook. Is it possible to get by without having an active social media presence? I’d have to say yes, but it’s very difficult, and you’ll be missing out on a great amount of potential traffic. Today, almost everyone who uses the internet is signed up to one of these social media services, and these people use them for regular communication with their friends and family. As a result, the search engines also use them and assign authority to specific websites based on it.
With social media, you can send out content that can be shared across many different social networks, bringing in backlinks, and immediate visitors to your work. So it’s a win-win for you.
5. No Content Strategy in Place
A website isn’t a website without content, but just any content isn’t always the right content. You need to ensure that you’re making content that is detailed, targeted and readable. Posting content to your site is easy, but doing it on a regular basis, with highly targeted and focussed content, is another thing altogether. However, before you can do this, you must first have some understanding of your target audience and their buying habits. You also want to have an SEO plan in place, so that your content is properly distributed, once it’s created and published. You want your content to be the kind of content your visitors crave for. Remember, when it comes to any website, content is always king.
Uchenna Ani-Okoye is a former IT Manager who now runs his own computer support website .