Making a website is not easy. Even with an API to help you, you still have to customize it to fit your business needs, add or remove pages, and edit the text. All of this can be overwhelming and daunting, especially if you don’t have any experience or knowledge in website building. So it is perfectly natural to not get the desired results in the first go. If you find this happening, you will have to investigate where you are lacking based on what KPIs are not up to the mark.
Here is a list of 6 reasons why your business website may not be working.
- No Sitemap
If you’ve designed your website yourself from scratch, you already know what a sitemap is, if not, it basically means exactly what it sounds like, a map for your website. This map helps you, your visitors, and even search engine crawlers figure out what is where on your website.
Which means that without the sitemap, people will be lost, which leads to people leaving your site very quickly. So if a high bounce rate is what you’re dealing with, maybe look into developing a sitemap. An absent sitemap also results in search engine crawlers marking your website as irrelevant to your niche because they can’t go far enough into your website to decide if you are relevant or not. So the root of you not ranking high up enough in searches can lie in your sitemap or lack thereof.
- Complicated/Confusing Sitemap
Probably the only thing worse than having no sitemap is having a complex sitemap. Having no sitemap will simply make them go away for the moment, maybe they’ll come back hoping for different outcomes. But a confusing sitemap leads your visitors to be lost, not finding pages they want, ending up on pages that hold no relevance to them, which leads to them being frustrated; frustrated people don’t come back, in fact, they go out of their way to avoid the things that frustrate them, which, in this case, would be your website.
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- Too Wordy
The real tricky part of writing content for websites is to convey all of the brand’s personality, the company’s mission and vision, and the goals of the person(s) behind the company as concisely as possible. If you get this balance of words wrong, it might act as a contributing factor to what drives your visitors away. The best way to avoid this roadblock is to cut down on literally any word that doesn’t contribute towards conveying your message, hold back on using too many descriptive words and keep the copy as minimal as possible.
- Too Fancy
You want your website to look sophisticated, obviously. But you need to understand that there is a (really, really) fine line between sophisticated and gaudy. No one likes to go blind with flashy colours or have to squint really hard just to read the menu. Basically, don’t go overboard with fancy layouts if you don’t want to lose visitors.
- Complicated Layout
It’s one thing to have a fancy layout, but it’s a whole different ball game when you have a complicated one. This is a lot harder to spot since its good-looking exterior usually hides the problems your visitors could be facing. If you focus too much on how your website looks, you might overlook its functionality. A hard-to-find search box, a misplaced or non-existent tab, no clear call-to-action button, too many CTA buttons, or links that don’t work all could be reasons why your site isn’t working as well as you want it to. So to weed out any such problems, you should open your site and go through it from a visitors’ perspective or have someone do it for you.
- Not Mobile-friendly
Did you know that mobile visitors are roughly 2 times desktop audiences in the aggregate? And the number just keeps growing. So, if your visitor count is low and your desktop website doesn’t seem to be the problem, you should look into its mobile version. Look for inconsistencies between the mobile version and desktop version like missing or misplaced buttons, broken links, disproportionate image or text sizes, etc.