Your company website can enhance brand exposure, gain new customers, improve reputations and increase conversions. However, these boons and benefits will not come to fruition if traffic numbers are poor or paltry. Therefore, the need for a coherent, comprehensive and compelling online portal is paramount. Even so, there are certain things that will damage your website traffic, which could then have harmful consequences for your business.
- Poor user experience
Let’s face facts, if a prospective client or customer visits your website and doesn’t enjoy the experience, chances are they won’t be returning, let alone convert. Therefore, the overall user experience is incredibly important.
From finding out the latest company news and browsing goods or services to getting in contact and making a purchase, every aspect of your website needs to be geared towards the customer’s browsing experience. And the professionals concur, as 95 per cent of leading digital marketing figures agree with the statement that ‘good user experience just makes sense’.
- Lack of SEO
Unless your website URL is widely known by each and every existing or potential customer, you’ll need to be easily found on search engines. This is where a staggering 93 per cent of online experiences begin, so a lack of SEO will significantly impact on your website traffic.
Even though SEO might seem like a complex and complicated world, a few simple steps can make all the difference. Therefore, make sure you’ve covered the basics such as page titles, meta descriptions, headers, keyword density and inbound links.
- Poor design
If website visitors are greeted with an unorganised layout and a substandard design, traffic is bound to decline rapidly. Although you might want to prioritise the user experience, your website still needs to be aesthetically pleasing. After all, it takes less than two-tenths of a second for an online visitor to form an opinion of your brand once they’ve visited your website.
So, stay away from loud or distracting colours, large or bold fonts, visually unbalanced pages, spelling and grammatical errors, inconsistent styles or themes and bad formatting. You may also want to re-think Flash content too, as this isn’t always accessible or agreeable for all users.
- Lack of social media
Failing to recognise the influence your social media profiles have on website traffic is a big mistake. Both of these have the power and potential to work hand-in-hand, benefitting each other to increase visitors and improve conversions.
Today, 92 per cent of marketers indicate that social media is important for their business and while the techniques of driving traffic to external links are varied, they are almost always very effective. Think about writing original content and using visual assets extensively.
- Poor load time
Nearly half of consumers expect a web page to load in 2 seconds or less. What’s more, 40 per cent of people abandon a website that takes more than 3 seconds to load while a 1 second delay in page response can result in a 7 per cent reduction in conversions. For these reasons, load time needs to be looked at in great detail.
Get rid of any unnecessary images, graphics or animations that take a long time to load and concentrate on delivering what the customer wants to see straight away.
- Lack of content
High-quality content that adds value to the user’s experience will ensure traffic numbers remain high. On top of that, it can also enhance SEO and social media strategies too.
61 per cent of consumers say they feel better about a company that delivers custom content and are more likely to make a purchase too. In addition to written word content, think about other mediums such as images, infographics and videos, as these will increase time on site.