A lot of small business websites have the same problem. They look decent. They have the right information on them. But they don’t actually do much. People visit, have a look around, and leave without getting in touch.
This isn’t always obvious because most business owners don’t look at their website traffic. But if you did, you’d likely find that a big portion of visitors are leaving without taking any action at all.
Here are the most common reasons that happens, and what to do about it.
It’s not clear what you want people to do
Every page on your website should have one clear next step. Call us. Book a time. Fill in this form. If someone lands on your site and isn’t sure what to do next, they’ll do nothing.
Check every key page on your site right now. Is there a clear, obvious action for the visitor to take? Is it easy to find?
It takes too long to load
If your site takes more than a few seconds to load on a phone, people leave. Most web traffic is on mobile, and a slow site kills conversions before anyone even reads a word.
It doesn’t answer the questions people actually have
Most small business websites talk a lot about the business and not enough about the customer. What problem does the customer have? How do you solve it? How much does it cost? How long does it take? What happens after they get in touch?
These are the questions visitors want answered. If your site doesn’t answer them clearly, they’ll go find a competitor who does.
It doesn’t build enough trust
Reviews, case studies, photos of real work, a clear picture of who is behind the business. These are the things that make a stranger feel comfortable enough to get in touch. A website without them feels thin, even if the business is excellent.
There’s no follow-up for people who aren’t ready yet
Most people who visit your website aren’t ready to buy or book right away. If there’s nothing to capture their interest and stay in touch, for example an email signup, a useful download, or a retargeting ad, they’re gone.
A good website doesn’t just inform. It moves people forward. If yours isn’t doing that, it’s worth looking at.
Want us to take a look at your site and tell you honestly what we’d change? Get in touch.