Raising a healthy, well-adjusted website is not easy even for the best of parents. Sometimes it’s difficult to see the problems our beloved websites are having, but then we overhear our friends talking about them with concerned faces, furrowed brows, muffled voices, and yes, even stifled laughter. So, in an effort to help you understand your website better and hopefully overcome some of its proble… I mean issues… no, I mean CHALLENGES… here are a few behaviors you may want to look for.
Fear of Change
Copyright 2007? Last updated when? Okay, I realize you may have spent countless hours finding that oh-so-perfect stock photo to put on your home page, but don’t you think it might be nice to change it once in a while? The truth is, if you haven’t updated your site in a long time, you’re probably losing eyeballs (i.e., viewers or CUSTOMERS) because they hit your home page and see nothing new so they move on without looking any further.
Fear of Public Speaking
In my experience, it is rare to find someone who can write compelling copy for their own website. A site that reads like every other site you see, or worse, like your filled-with-meaningless-business-jargon mission statement, will do nothing but cause your visitors’ eyes to glaze over, their minds to go numb, and their fingers to rush for the back button. If you are not a professional copywriter, please consider hiring one to craft the kind of copy that can transfix your visitors and have them looking through the pages of your website for more.
If your head spins and your heart goes all a-twitter just thinking about tweating, facebooking, linking-In, instagramming, and pinterest-pinning, then you are among the throngs of people who struggle with the plethora of social media and their superpower ability to suck your time into an ever expanding vortex. Relax. Turn off the vacuum. Breathe. Look yourself in the mirror and say, “I don’t have to do everything. I can get someone to do this who is good at it.” Feel better? Good. Now get back to work.
Lack of Mobility
Unless you’ve been living under a rock for the past few years (and some of you have… you know who you are), you realize that mobile devices are not only here to stay, but their use is expanding faster all the time. How does your website look — and more importantly WORK — on a tablet or smartphone? Have you even checked it to see? Shame, shame, shame. What does Google Analytics say about the number people viewing your site on mobile devices? How long do they tend to stay and how many pages do they view? All of this is important information to consider in this age of expanded mobility and always-on technology. A site that is responsive to the device it’s being viewed on is critical to your website’s success. Don’t let lack of mobility send your customers somewhere else.
Now we come to the lynch pin of business — making the sale. Your e-commerce website has to make buying your goods or services easy-peasy. If your site is plagued with endless navigation menus, unflattering product photos, too-busy or confusing descriptions, and too many clicks to get to the final BUY NOW button, then maybe it’s time to think about re-architecting that beacon of mass confusion. Your customers will thank you and so will your bank statement.