Your website is the first point of contact with your business for many potential customers. But is your website causing you to lose sales?

That old adage holds true: You don’t get a second chance at a first impression. That’s why it’s so important you make your website the best that it can be.

But what exactly does “best” mean? Here are 6 ways your website might be losing sales:

  1. Your website is unattractive
  2. Your website is hard to navigate
  3. Search Engines such as Google can’t find your website (SEO)
  4. Your website is too slow
  5. Your website doesn’t have clear calls to action
  6. Your website’s content is unclear or disorganized

Sometimes, it’s difficult to look at our own websites objectively and decide whether they’re good or bad – especially when it comes to attractiveness or the user experience. Other times, you may not have the time or technical ability to make those website updates yourself. That’s why it’s always good to get an objective and professional third-party website assessment.

More on that in a moment. But first, let’s look at the 6 ways your website might be losing sales.

1.Your Website is Unattractive

Sketch of an organized, attractive website.

The first thing your website visitors will notice is how visually appealing your website is. If they don’t like what they see in the first second or so, many will click right out. Visual appeal is instant and lasting. People have to know that they are in the right place and feel good about being on your website. In many ways, it’s the first test for people. If your website comes off as unprofessional or muddled, people will assume the same is true for your business. Their first contact with you might be their last.

Attractive doesn’t have to mean eye-popping graphics and Hollywood-production movies (though those can help, depending on what business you’re in). But your website does have to be neat, professional, and organized.

2. Your Website is Hard to Navigate

One of the most important features of any website is navigation. How easy is it for your website visitors to get to your Home page, your About page, your Contact page, and all the other pages that go into your website?

If the information and navigation links on your website are confusing, disorganized, or non-existent, your website visitors will get frustrated and leave. That means you need:

  • Short, clear navigation labels that describe what type of information website visitors will find (About, Products, Return Policy, etc.)
  • Sub-menus to break up information as needed
  • Menus in multiple locations in some cases, if your website is large

…among other things. Every website is different, which means that a link system that works for one website may not work for another. (Another reason why it helps to get a professional eye!)

3. Search Engines Such As Google Can’t Find Your Website (SEO)

Person lying in the park reading about SEO and digital marketing.

Website visitors won’t be able to find your website if it’s not listed in Google or other search engines. Search engine optimization or SEO helps you categorize your website to make it easy for Google to understand what your website is about so it can list it appropriately.

For example, let’s say your restaurant serves the best ribs in St. Louis. So you might say, “We have the best ribs in town!” But if visitors to the city Google “best ribs in St. Louis”, you may not get the page rank you deserve. Ensuring you are describing your business correctly is vital for getting ranked by Google.

There are other factors to consider besides content to help make your site rank well in search results. Professional input is vital for this.

4. Your Website is Too Slow

We’ve all been there – you click on a link to a website, and it takes so long to load that we just click away before we even get in. Is this happening on your website?

The thing is, what is “too long” of a wait is quite subjective. Some people will wait  several seconds while others want nothing less than immediate. So the faster your website is, the fewer people will click away.

It’s important to note too that websites that are not optimized for mobile devices can take even longer to load on a cellphone. This is a double whammy because (a) most people visit websites via phones these days and (b) most people on phones have less patience for slow websites. Ensuring your website is optimized for mobile is incredibly important.

Since 2018, Google says speed is also a factor in your website’s SEO. The faster your website loads, the higher you’ll tend to rank.

5. Your Website Doesn’t Have Clear Calls to Action

Mac with an inspirational message for the small business owner.

What do you want your visitors to do? Contact you? Buy something from your site? Visit your brick and mortar store? Download a free brochure?

This is the first thing you need to decide. You may have more than one thing you want your visitors to do, and that’s okay too. However, above all else, you have to make it easy for them to do what you want them to do:

  • List your phone number in several places including the navigation, footer
  • Add big “Contact Us” buttons
  • Make sure the online store is clearly visible and accessible
  • Provide a map and directions to your storefront (along with your hours of operation and anything else they need to know)
  • Inform them of downloadable material – and make sure they can access it.

You’re literally directing traffic – website traffic. Make sure your customers can get find the way.

6. Your Website’s Content is Unclear or Disorganized

Content is the most important part of your website. Make sure your messaging:

  • Captures readers and inspires them to buy from your business
  • Provides the reader with all the information they need to make an informed decision on your business and products/services
  • Sets you apart from your competition, providing clear reasons (emotional and intellectual) why your business will give them what they want

Obviously then, your messaging is important. Is the messaging on your website clear, well organized, and making a connection with your website visitors? If not, it’s time for a rewrite!

These rewrites are also a good time to review your content and ensure all the information is still relevant. For example, perhaps you reference a product or service that you don’t offer any more – or maybe it’s missing something you do. Now’s the time to add it to your website!

The All-Important Third-Party Website Assessment

Woman showing a client how they can improve their website to boost sales.

These are all reasons why websites in general might be losing sales. But how do you find out if your website is losing sales – and why?

Elite Marketing + Promotions offers a free website assessment including a 30-minute phone or Zoom consultation. We’ll go through and identify what’s working with your website, and what could be improved. Then, we’ll put together a proposal to help you fix it.

Elite’s Free 26-Point Website Assessment

Elite Marketing + Promotions uses a 26-Point Website Inspection checklist to evaluate your site on many different points including:

  • Visual Appeal (does the site look professional and attractive?)
  • Ease of Use (can I find what I need easily?)
  • SEO (will Google and other search engines rank me highly?)
  • Speed (does the website load quickly enough so that I’m not tempted to leave?)
  • Calls to Action (is it clear on what I should do next and easy enough to do it?)
  • Content (is your content easy to find, easy to read, engaging, and informative?)

This comprehensive and deep-diving checklist will show you what your website is doing right, and where improvements can be made. The goal is to increase your sales by ensuring your website visitors:

  • Find the information they want
  • Know what your call to action is
  • Make it as easy as possible for them to take that next step

Contact Elite to Schedule Your Free Website Assessment and Consultation

Stop worrying about whether or not your website is causing you lost sales. Elite Marketing + Promotions can help you improve your site with our free website assessment and consultation. We’ll show you what’s working, what’s not, and how we can fix it. Contact us right now and mention you want the free website assessment in the Message portion of the contact form. Let’s get started on making your website the best it can be!