Is your website harming your ROI?

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Written by David Belich

July 9, 2019

Is your website harming your ROI?

Whenever you are developing your organization's web presence, don't forget the most crucial fact in the project… you are building this page for your target audience, NOT for your internal teams.

Pretty straightforward, right?

Not so much. Developing a good website is more than just adding some pretty graphics. You need to develop the site with your visitors in mind! What do they want? What are they looking for? Is the layout confusing? Answering all of these questions and more are crucial to the marketability of your new website, and to ultimately increase your ROI.

Ready to start improving? Here are 7 tips to follow to ensure your website will attract and retain your consumers.

  1. Make your website visually attractive. It takes about 50 milliseconds for someone to judge your website. If your website feels too cluttered, or overwhelms with poor color palettes, chances are your visitors will write you off, and your SEO bounce rate will reflect that. Keep the site clean and simple, with pleasant aesthetics. No one likes a million flashing gif's, banner ads or text jammed into every corner. That was 1999… it's 2019 now and clean is the way to go.

  2. Decide what's important. Not everyone will dig through all your content, so making a list of what you want visitors to take away is important. Once you have your most important items, make sure they are prominently featured and easily accessible. A good clear Call to Action (CTA) will immediately tell your visitors what action they should be taking. Don't make them hunt and wonder - make it clear and obvious!

  3. Make specific landing pages. If you use Adwords or online marketing, create a specialized page for each of your campaigns to help track conversions. If you are advertising a new class or product, making a unique landing page that features the campaigns CTA along with other pertinent info. Again, the more you force your visitor to search and hunt for what they are interested in, the higher the chances are they will leave without engaging your brand. 

  4. Keep the site updated. If your site features old content, past events, or outdated articles featured prominently, it gives the impression that no one cares enough about the website to actually pay attention to it. If the business itself doesn't care enough to keep their site updated, what does that imply about their dedication to helping their customers? 

  5. Make sure to use visuals to engage. We are a visual society, and photos are one of the easiest ways to engage with people. Post photos of your products, classes, and business to give people a sense of connection to your brand. Similarly, videos are an excellent way to engage with your visitors. Short, engaging videos introducing your brand can enable visitors to connect and engage with you in an organic way that supersedes the written word. 

  6. Write compelling copy. Clearly written copy, that's proofread and uses proper grammar and syntax, is the best way to communicate information. Don't use insider jargon or phrases that visitors will be unfamiliar with. The more people have to think about what you are trying to say, the greater the chance they will leave your website, harming your ROI. Also, don't overcomplicate your site with descriptions and stories about every little thing that happens. People would rather leave your site than figure out what's important in a sea of information. 

  7. Conduct a small focus group. Once your site is done, sit some people down and see how easy it is for them to find information. Don't rely on your own perceptions - after all, you've been working and developing this site for quite some time. See how a group of impartial customers navigate your site, and what they get hung up on. If it's hard for your focus group to find things, it's going to be even harder for paying visitors.

Improving your website isn't rocket science, it simply requires some careful planning and attention. Start by setting aside some time to look over your website with these 7 guidelines in mind, and make a list of what you are excelling at and what needs some work. Then, systematically go through and begin to address each item. Make sure your website's content is an accurate reflection of your brand, and ensure any action you want your customers to take is painfully obvious. With a little time, attention and effort, your website will be attracting new visitors, increasing your profits and ROI.

Are you tired of losing opportunities through a poorly developed website? Contact us today and find out how we can help you build a strong foundation for your future growth through Drupal!