So your website isn’t creating the traffic or revenue that you thought when you got into this business. There can be many different reasons a website fails to reach its potential. It could be that major issues like unclear direction for the website, some can be issues you are unaware of like broken links, or it could be that you utilize too much flash that distracts both your visitors and the search engines. The following is a look at common issues that keep your website from achieving success.
If you are reading this article for the latest search engine optimization tips then you are on the wrong article. The goal of this article is to take a look at your thought process and approach to your website that may be leading your astray. Your website is like fitness, the people who struggle with there weight are always reading the latest diet tip on the newsstand while the fit people understand that success is about a lifestyle more than any one technique.
We are going to approach this topic from the angle of starting a new website. This works fine for those who already have a website to take a break and start from the beginning of why you started your website to begin with.
Your website has to have a purpose. Right now if I asked you what the purpose of your website is could you answer quickly in a shot and to the point response? The following are examples of purposes for websites.
1. Informational: the website is designed to offer articles, videos, news, and more to inform people on a certain topic or topics.
2. Ecommerce: the website offers services or products for sale
3. Lead Generation: the website’s goal is to capture future customers for another purpose
Websites can obvious course have a combination of these purposes. You have to decide on the purpose of the website before you can adequately structure it. Just think how confused your visitors will be if you don’t know the purpose of the website.
Once you have a purpose you have to understand who will be interested in your products, services, information, or lead generating abilities.
Now is time to make your target audience more specific. I know you are on the web because you want to reach everyone. Well getting just anyone to your site might look great from a traffic stand point though it doesn’t mean anything if they don’t convert into your purpose.
Does your website cater to your target audience? If your website is designed to sell women’s clothes do you have a site that appeals to the wants and needs of women? Often most websites are designed not around who the audience is; they are personality of the owner or the IT guy that developed it.
Going into keywords and how to use them in your website is a longer discussion then the point of this article. I have a question though would you like 1,000 visitors that don’t convert or only 50 visitors that convert at a high percentage? You might think that the question is obvious since the 1,000 visitors didn’t get your any traffic. So, often people are count up in large words that can drive lots of traffic either organic or paid instead of clearly defined keywords that are targeted to their purpose and audience that have less traffic though more conversions.
What are digital cobwebs? What is the first thing you think of when you read the word cobwebs? If you are like me I think of a rustic old attic full of cobwebs and haven’t been visited in years. As it relates to websites it is using old techniques to achieve modern results. The most common is flash intro to a website. They look great in the beginning only to totally annoy the second time you visit. Plus, search engines hate them as they don’t have anything to index. You will not find a highly optimized websites that achieving its purpose and converting its target audience that has a flash intro or flash video as its main message on the home page.
Google takes into account your site’s structure especially broken links as it rates the importance of your site. Just think if you have two options one with tons of broken links and one with not which site would you rather visit to get your information? This is also important about links to external websites where they may have changed a page to make it no longer available.
Both of these issues and more means your site is not being updated or cared after on a current basis. The web is about current. If your site sits dormant no matter how great it once was it will be come irrelevant.
When updating and writing the content you have to keep your visitors in mind instead of yourself. Keep in mind you want your visitors to read your content and follow your path to converting into your purpose. Visitors don’t convert for your reason they convert for their reasons.
This is often the case because in many circumstances you are the expert in your field as it relates to your website’s content. What you consider to be information everyone understand I can promise you they do not. I am not saying to write the content to insult the intelligence of your visitor only when you use jargon and thoughts that people have to be in the know to understand you are going to lose your visitor.
How you organize your content is essential. This is all based on your target audience and your purpose. Yes, everything alphabetical makes it easy for you to find the information though alphabetical only supports those who already know what they are looking for. Most people think in categories of information like home or business, men’s or women’s, ect. Your visitors have a purpose too, and the greater your website is setup to match their purpose the more success yours will be too.
The last thing and probably the best part of websites for those who take advantage is the ability to change rapidly. It is ok that you may not have every answer to the items listed above though you need to start. Testing is an essential part of your website. If one item isn’t working then you need to make changes until you get your desired results. This also goes back to #1 if you don’t know your purpose how do you know it isn’t working?