Do you have an underperforming website?
A website is one of the most important tools in any business, and when done correctly, can take your online marketing to the next level. Are you concerned of the lack of hits your website is getting? I recently found out the importance of getting to know my websites better in order to be successful in attracting prospects to the sites.
The other month, I found out one of my websites was not performing – the statistics were very clear, there was no organic traffic. After researching and asking many people, and learning lots along the way, it was revealed that the way it had been developed was having a negative impact on any organic traffic coming to it. This meant google didn’t like a number of areas, and so it wasn’t going to promote this website.
Now I don’t know about you, but for me, websites are a very important piece of the marketing puzzle. In the past I have outsourced the development of websites, as it wasn’t one of my core geniuses, and I figured someone else will do a better job. This website was no different. However I decided to go down the route of one done on a lower budget and ultimately overseas. This was the websites total downfall.
Low google ranking
Poor user experience
As well as the low statistics within the site, I also recognised the user experience was poor, and that led me to look beneath the surface. So I asked a friend to help me out. They conducted an analysis and I received an SEO report that included recommendations for user experience, as well as about 50 points for the web developers to fix. One of the key areas that needed to be fixed was the theme they had created. This was causing issues in so many areas.
Now I don’t wish to bog you down with all the detail, so ultimately I ended up deleting the original website and starting from scratch. Was it a costly exercise? Yes it sure was. Was it a time waster, YES it sure was.
Then earlier this week I was talking about my situation to a web developer in one of my networking circles. Peter Butler from Smarter Websites (W: www.smarterwebsites.com.au). Peter builds websites, ones that work. So I was keen to share my story with him. He actually reflected that he sees it so often and in fact saw it just the other day when he was reviewing a website that was tendered out a few years back.
This is a tale he shared with me…
Websites are so much more than graphically gorgeous brochures online. The reality is what appears to be a great website, could actually be just be another bit of internet flotsam.
Peter and his firm recently vied for a high end website for a community CBD that had been impacted badly by a by-pass that had seen a dramatic drop in passing traffic. The project was backed by the local chamber of commerce, local business, and a government funding grant.
Unfortunately they didn’t get the gig. 12 months on he ran an analysis on the now completed web project and was horrified at the poor results the website is achieving. He said there was “Virtually no web traffic, seemingly little engagement, and more disheartening is the hope that the local businesses had in the success of this as a project, and likely very little business generated from it.”
Peter says “Website are so much more than an online brochure showcasing your business. You need a plan. Talk to someone who can map that out for you, even if it’s a stage 1, stage 2 and 3 to suit your budget.”
So for you, I totally recommend if you think your website could perform better, then perhaps you need to have it checked out. Peter does this for a living, perhaps he can help you.