Why do you have a website? Does your website work? How do you know?
At the base of many under-optimised websites is a lack of clarity around why the website was created in the first place. This lack of clarity around core purpose is then reflected through token measurement efforts that, at best, tell facts with pretty pictures. More often than not people never read analytics because they do not understand them in relation to website purpose.
I am often asked to review websites and there are a 2 key mistakes which can be easily avoided.
Fatal flaw 1 – Creating a page without clear purpose.
When people land on your website they need to know 3 things within 5 secs – 1) “Am I in the right place?”; 2) “Do I trust this website?” &; 3) “Does this website have what I want?”
Failing to answer these 3 questions immediately results in a hit on the “back” button = high bounce rate. Look at your pages. Are they clear? Do they have a stand out message? Do your pictures (esp banner style pictures) tell me what you want me to think – a picture of a tractor in a field could be used to highlight tractors, attachments, soil quality, farm management, drone and technology integration, and so much more. Tell people what message you want them to get. Be clear on each and every page – is it a funnel/leading page taking me to a set category, is it a sales page taking me to a shopping checkout, is it an informational page leading me to make an enquiry?
Having got me to your webpage is it clear what action you want me to take? Your webpage could be very clear in it’s purpose – e.g. and informational page that is intended to lead me to making an enquiry. Does it, however, actually have a clear call-to- action? Phrases like, “Find out more here”; “Request more information”; Enquire now” all work well.
Look at each and every one of your web pages and see if the ‘call-to- action’ is clear. Your page should be structured with a clear purpose and all the content should lead to the “next step” – this being, of course, your call to action. This clarity makes the surfing experience much easier and more enjoyable.
The easier you make it to do anything, the more people will do it.
Is it easy to surf your website? Is it easy to navigate, purchase, enquire, comment, engage with you?
If you are interested in finding out more, give us a call.