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Why Your Website Sucks and How To Fix It

Part of what we do here at Digital Giants is assess websites for clients and potential clients. After reviewing hundreds of sites in the past few years, we can quickly determine why a website is lackluster. Then we dive into analytics to prove why it’s not doing what it should be doing… and of course, how it can be improved. Because that’s the beauty of a website — it’s measurable and fixable, often with just minor tweaks.

Digital Giants has compiled the top things we notice first when evaluating a website.

Your website is outdated.

Do you have a responsive website design? If the answer is no, your website is absolutely outdated – you need a new site, yesterday.

Most customers today expect a clean and modern style website that they can view on any device: phone, tablet or desktop. If your site looks like it’s from 2005 or your site is overwhelmed with content, it’s time for a new site.

Website speed is slow

Time is money and no one has the time or patience to wait for a slow loading website, especially potential customers. If you want people to visit your site again make sure it loads in under 5 seconds.

Your website is confusing.

Navigation and user experience are two of the most important components of a successful website. Visitors should be able to immediately determine that they are on the right website and find what they are after. If you have different customer sections make sure each path is clearly distinguished and the information is easy to find without going through several pages.

Ask yourself this question: Is your website easy to use for the average person? If you’re unsure, ask the least tech-savvy person you know to use your website and provide feedback.

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Your website text is too painful to read.

It’s important to have a good description explaining what you’re offering but, you don’t need to explain everything you do, especially not on multiple pages. Figure out what the bare minimum of content you need is and please, I’m begging, don’t bore us. Always remember, a picture is worth a thousand words. And if you have more to say, save it for your blog where you can be more wordy, informative and educational.

Your website was not spell checked.

Who wants to do business with a company that hasn’t taken the time to check for spelling or grammatical errors? No one! Please use spelling and grammatical tools before launching your site.

There are no call to actions.

Customers might be visiting your site but if you aren’t receiving phone calls or emails, chances are, you’re lacking clear calls to action. From your homepage and again throughout your content ask your customers to take some kind of action where you are capturing their information or having them contact you directly.

Your website doesn’t look professional.

If your website does not look legitimate, customers will leave. Consider adding a testimonial page or an area where customers can see your reputable partners.

I don’t know how to contact you.

Do not rely solely on your “Contact Us” page. Your phone number, email, and address should be clearly defined on each page. Some customers still or may need to contact you via telephone, it’s important to provide them with that information.

Social engagement is a must.

Use social media platforms to build online networks and connections and listen to what your customers are saying about you and your industry. Social media works in real-time, this gives you the advantage to interact with consumers immediately following a question, concern or positive comment. When done right, social media will contribute to your bottom line.

It’s time to make your website amazing!

Now that you know why your website sucks, it’s time to make your new site amazing! Start by using your “old” site data to understand where your audience was coming from, what content they are engaging with and where they decide to leave the site. Hopefully you have been using Google Analytics or another analytics package that can show you how visitors found you and what they have been doing on your site. Knowing what makes visitors become a lead or sale and what turns them off is knowledge that you need when building your new website.

Now, let’s talk Search Engine Optimization (SEO), the art of having your site come up in search engines when your target audience types in keywords relating to your products and services. Before you launch your new website, or update your current one, you must understand what your audience is typing into a search engine, you should be building your content on the site around these search terms.

A helpful exercise in finding keywords is to think about the questions your audience is asking and answers those questions. This will help to drive the keywords that you use on your pages, and then you can test them and make changes. Before you launch your new website use our SEO checklist to ensure your pages are well optimized.