5 Reasons Your Turning Potential Clients Away From Your Site
If you’re reading this it's probably because after making some strides in your business you finally have an opportunity to come back to tackle your website.
Before we get into how you are currently turning visitors away, I want to talk about the types of websites that there are. Fortunately, there are only two.
There are pretty websites and there are strategic web sites.
The real question is which one is yours? (chances are you may be saying “neither” if you're under the impression your site is an all around hot mess).
The difference is simple, pretty websites are visually appealing, but they do little to guide your visitor to where they want to go and what action you want to take. One of the best things you can do is to ask yourself why you want a website. Why do you want a website? I’ll give you a hint. There should only be one reason. That’s to make sales or convert your visitors to clients. Yes, your website can serve as a place to show off your expertise, yes it can serve as a way to show off your brand aesthetic, yes it may be the home of your blog or the home to where you give your visitors value, but ultimately you want them to come to your site to learn about who you are, what you offer, and to book a call with you. Clarity on why you have a website and its function is one of the quickest lessons to learn and most helpful in turning your website around. The good news is that you are here, receptive and ready to make your site more strategic.
Your website is more than just a space to show how aesthetically pleasing your brand is.
Here are 5 ways that your website is turning people away and 5 tangible ways you can make a change today:
Your photos are sketch
Now, I know that I just said that pretty websites aren't the end all be all. But as you know, we are visual creatures. High quality images are one of the few areas that can make or break your website. Great photos can serve to connect with your ideal client, showcase your brand effectively, and effectively set the tone for what type of business you run. On the other hand, photos that are of poor quality can also send a message that your business has the same value. Stock photos are great alternatives to selfies from the last conference you attended, but if you have the funds in your marketing budget investing in a brand photographer can really do wonders, not to mention that they last and can serve as social media content. Personally, I love pexels.com for free stock photos they have a great selection of stock photos of women of color.
Your copy is about YOU and not them
it’s not clear and therefore not concise - their pain points their goals or addressing their fears and how you can support their journey or process. They don’t hear you identifying their problem, a solution and why you’re the right person. Far too often, I visit a website and I’m not sure who the business is talking to. For small entrepreneurs and influencers, it's easy to use a space that has your photos and branding to talk about yourself, but it isn't about you. It is always about your potential client and what you can serve them. Speak to them, about the pain point they have and more importantly how your service serves as a solution to it.
It takes them too long to figure out how to contact you.
People are trying to pay you money, but they don't know how to contact you. I get it, there are just too many emails, subscriptions, invoices and requests, but making it difficult for a potential client to contact you is the easiest way for them to look for someone else to contact. Make it simple, place your calendar and a form on your contact page.
You don’t list your prices or services
There is no way for them to know what your services are. I’m a big fan of packages, what is your signature offer. List clearly and concisely what you can offer. It may be that you only have one package to offer or you may have (4 is the absolute max). Package your services and be able to write in two sentences who the package is and isn’t for.
Difficult navigation
You don’t tell them where to go next, Every section and page should have a CTA or call to action. Your visitor should not get all the way down the site page without having a button to direct them to where to go next. No button, means that they are stuck and if they are stuck they are going to force quit your page and find someone else. It is just that easy. You have 4 seconds to keep someone's attention and the time that our heads continue to stay down on our phones increases so the time lessens.
BONUS: Home page design
Your homepage serves as the intro, chances are if you don’t nail the above mentioned items on the home page they probably won’t get to the other pages of your site.
Curious to know if your homepage actually converts? Download your free copy of 7 must haves to a client winning homepage to get the exact layout of what you need for a homepage to grab your dream clients attention and what you can do to make sure that happens today.
