Here's a true story for you. A potential customer is referred to your business by a friend, family member or past client. Before they call, they do a quick google search for your website to learn more about who you are and what you do. Then something happens. The phone doesn't ring, they don't email. You never hear from them. Your warm lead just went ice cold. What happened? Your website scared them away. What's worse is you're not even aware that you lost a slam-dunk new client. This scenario happens every day to small businesses across the country. In fact, you've probably done it to a company. We're told from a young age, "don't judge a book by it's cover". But in reality we do it everyday. What does your website say about you? If you're a custom integrator selling services that range from $500-$40k+ and your site looks like a child made it, what does that say about your business?
- Does it say that you don't care what people think?
- Does it say you're not serious about your business?
- Maybe it says you don't invest in your business? Possibly because of bad money management?
What makes a good website?
Rather than pop off at the mouth and give you my opinion, I broke out the Google machine, gathered the data from reputable sources, and here's some food for thought.
Just Say No: 7 Website Design Mistakes That Can Hurt Conversion
by Maricel Rivera
Food for thought:
- 75% of consumers admit that they judge a business’ credibility based on their website design.
- Poor website loading speed can be extremely harmful to businesses. Most consumers expect a web page to load in 2 seconds or less. 79% of shoppers reported that they would not return to purchase from a slow loading website.
- Websites must be mobile-friendly and optimized to adapt to various interfaces. According to comScore, the number of users accessing content online through their mobile devices has surpassed those who use a desktop.
- Website clutter is a a huge deterrent. Ex: Too many Flash animations, ad prompts, auto-play videos, background music, etc.
- Once again, site navigation is a factor that hurts conversion. Confused, frustrated prospects don’t buy.
- A missing or confusing call-to-action. You must let your visitor know what you want them to do next. Don’t assume they’ll know. Be direct and specific. Gently nudge them where you want them to go.
Local Consumer Review Survey
- 97% of consumers looked online for local businesses in 2017, with 12% looking for a local business online every day
- 85% of consumers trust online reviews as much as personal recommendations
- Positive reviews make 73% of consumers trust a local business more
- 49% of consumers need at least a four-star rating before they choose to use a business
- 68% of consumers left a local business review when asked - with 74% having been asked for their feedback
- 79% of consumers have read a fake review in the last year, but a worrying 84% can't always spot them go.
- Yelp & Facebook are local consumers' most trusted review sites, followed by Google & BBB.org
- People are becoming less likely to visit businesses' websites after reading positive reviews - a 17% drop from 2016
- 32% of consumers read local reviews on mobile apps this year (a growth of 14% from 2016)
- Consumers read an average of 7 reviews before trusting a business - up from 6 last year
Take a long hard look at your website, ask your beta testers what they think.
- Are your product images fresh and up to date?
- Does your logo need a refresh?
- Is it easy to understand the services you provide?
- Can a visitor find your contact information quickly?
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