Most websites fail. In fact, nearly all of them fail when trying to drive business. There are millions and millions of websites, and only a small fraction do their job correctly.
Websites look easy, but when they are required to do the job of marketing and sales, they become really difficult. Trust me, after over two decades of creating websites, I know how to create a website that supports a business and what is involved in delivering it.
When I run my WordPress Training sessions, I hear this all the time: "My WordPress website doesn't bring me any business."
Then, during the WordPress training, we assess and action a range of things to help turn this around. With over 20 years of experience creating websites, I can usually spot what needs to be done in a few minutes.
There are many factors why your website doesn't send you any business.
Many factors are subtle and nuanced, and only a seasoned website designer with SEO and digital marketing experience can identify them.
Here are five of the most common issues with WordPress websites that don't convert. If you can address any of these, you should start to see some changes.
#1 It's not clear what you do and why you are different
You know what you do. You know all the benefits and expertise you provide. But most businesses need more clarity in communicating these points effectively to visitors, in words they understand and can see the benefits to them. Copywriting for the web is a critical part of this.
Your website needs to immediately address:
- What services or products do you offer: Provide clear descriptions, avoiding industry jargon or confusing terminology.
- What's the first thing a visitor sees: keep above-the-fold messages and headlines clear and simple, tell me what you do and the benefit to me in as few words as possible - entice the visitor to stay and explore.
- What makes you different: Highlight your unique selling points (USPs). Do you have industry certifications, years of experience, or proprietary methods? Make these clear to your audience.
- Why they should choose you: Provide social proof such as testimonials, case studies, or client logos to build trust.
#2 It's not clear how I get in touch and what happens next
Visitors to your site may be interested in your offerings, but if they don't know how to contact you or what steps to take next, they might leave without making a move.
Make sure to include (on most of your pages):
- Clear contact information: A phone number, email, or contact form should be prominently displayed on every page.
- Clear calls to action (CTAs): Guide visitors to take specific actions, such as "Get a Quote," "Schedule a Call," or "Download a brochure."
- Outlining the process: Help potential clients understand what to expect after contacting you. Will they receive a follow-up email, a call, or a consultation?
#3 The site looks dated or unprofessional
The design of your website significantly influences how your business is perceived. A dated or unprofessional design can lead visitors to assume you are not investing in your own business, making them nervous about investing their time and money in you.
To improve this:
- Keep the design fresh: Update your theme or layouts to look fresh, professional, modern - even cutting edge!
- Use high-quality visuals: Ensure your images, videos, and graphics are clear and professional.
- Don't copy your competitors: Make sure your website is unique and stands out, especially in competitive sectors.
- Ensure responsiveness: Your website should be mobile-friendly and adapt seamlessly to different devices. With clear layouts.
- User experience is critical: If a visitor is struggling to find what they need or signs and feedback on interactive elements are not clear, they will leave your website and possibly head over to your competition.
#4 It's all about you and not about me
Visitors are primarily interested in how you can help them solve their problems or meet their needs. Many websites are too inward-looking, talking about themselves and their history, whilst this is needed, the priority should be helping the visitor.
To ensure your website focuses on the user:
- Address common pain points: Clearly articulate how your services or products solve specific problems or add value.
- Use customer-centric language: Frame your content from the perspective of the customer's needs and desires.
- Highlight benefits: Focus on the benefits users will gain from your offerings rather than merely listing features.
Do you need help with your WordPress website?
If you need help with creating a website that visitors will love and convert like crazy, why not ask about our WordPress Training sessions and fast-track to a better website?
#5 I don't understand the terminology or what you are saying
Using complex or industry-specific language can alienate visitors and drive them away. It may be clear to you, but is it clear to the visitor?
Make sure to:
- Use plain language: Keep your content simple and easy to understand.
- Avoid jargon: Provide explanations or glossaries if you must use technical terms.
- Include visuals: Use infographics, videos, or diagrams to complement and simplify complex concepts.
- Show as well as tell: People understand images faster than text. Photography or graphics that support the text will help visitors to understand quickly.
#BONUS - people can't find you
Even if your website is perfect, it won't drive business if people can't find it.
To improve your visibility:
- Optimise for SEO: Ensure your content is optimized for relevant keywords, includes meta tags, and has a solid internal linking structure.
- Promote on social media: Share content and updates on social media channels relevant to your audience.
- Leverage email marketing: Use email campaigns to drive traffic to your site, offering valuable content and promotions.
- Embrace digital marketing: Everyone is online. Your business needs to take advantage of the many digital marketing tools designed to help businesses drive sales.
The Takeaway
If you struggle with these issues, consider booking a WordPress training session. Together, we can assess and action the necessary changes to get your website driving business.
There may be some quick wins that you are missing, get in touch to find out more about our WordPress training.
Belinda White | WordPress Consultant | WordPress Trainer
Image credits: Adobe Stock
