It’s not uncommon for us to hear that back in 1995, you paid big bucks to get your awesome website. It’s also not unusual for us to hear that since 1995, that website hasn’t changed… like, ever! And the reasons have varied — maybe you feel like your brand hasn’t evolved that much, your products or services haven’t really changed, or perhaps it’s something as simple as you didn’t think it mattered. Well, guess what? It does, more so now than ever.
Think about it — brands are no longer competing locally. A company’s reach is now global, and so are the demands. Your website must be able to attend to the needs of someone across the country or, better yet, across the world. Don’t screw it up by giving them a site that stinks!
Take a look at these 4 reasons why your website sucks.
#1. I wanna talk about me!
Listen, we’re all about tooting your own horn, but if that’s all you’re doing… well, that’s a problem! Your website should be a reflection of your brand, your products, and why you’re fantastic. Consider designing your site with your audience in mind. It’s important to focus your website on the needs of your visitors and target audience. What are they looking for? What information would you need or want if you were in their shoes? And don’t forget, we’re not saying don’t brag a little, but let’s keep it humble. Include testimonials and sources from third parties to help build trust in your brand.
#2. Hit the snooze button!
Imagine sitting through a presentation at the office. You glance around and see everyone’s eyes getting heavy. The presenter’s monotone voice stops making sense, and you feel yourself slipping into a deep slumber. Now imagine how you would feel if you were the presenter.
Don’t make the same mistakes on your website. Much like that monotone presentation, having a website that’s dull and boring definitely won’t keep your visitors long. Spice up your site and offer a different experience. Bring the user into your world and make them feel welcome. Whether that means using real photos versus stock, or bringing charisma and personality to each page, make your site engaging. A great example of what that looks like as a finished product is the Huntsville Botanical Gardens website; a project that we designed and built.
#3. Uh…what do we do?
It’s great to have a well-designed website highlighting all your accomplishments, but to your prospects, that means $*Y% if they don’t know how you can help solve their problems. Bottom line: what’s in it for them? Don’t just talk about who you are and what do you — give people enough that you’re able to meet their various needs, regardless of where they may be in their buying process.
This also includes an effective CTA. Often, visitors need direction when visiting your site. Do they need to download your latest whitepaper? Should they sign up for a newsletter? How about a demo? If you want them to do something… tell them! Use colorful buttons and imagery to bring attention to where they need to click or look.
Remember, the user experience matters… so how about consulting the user?
#4. Ah, messy!
Have you ever looked at a website with various fonts, colors, and styles (come on, haven’t we all)? Didn’t it just make your OCD kick up a notch? It’s important to pick one brand message or style and stick to it! Keep your theme consistent throughout your site and keep your navigation clean. Make it easy for your visitors to get where they want to go.
Look, you’re in control of your website… the feel, what you want the user to experience, and what information is on your site. Take the time to have a careful review of your site both internally and externally. If you’re unsure where to start, consider hiring a professional firm to audit your site and make recommendations. Trust us, you do NOT want a sucky website!