How Your Outdated Website Is A Disservice To You & Your Audience

What's with the outdated website, dude? You have a great product or service, but your website makes it difficult for users to figure out what exactly it is you’re offering, and it simply doesn't look as nice as your competitor's. Maybe it's time for an upgrade.

Do you want visitors to find you on Google?   

There’s a good chance that consumers are finding (or trying to find) your website using search engines like Google. The Search Engine Optimization (SEO) algorithms used by Google are dynamic, which means that one of the most important factors these algorithms take into account when crawling the web in search of information is new information. Stagnant, outdated content will cause your search engine rankings to suffer. If you're not on the first page of Google's search results, chances are slim to none that users will actually find your website. 

And for those of you still using Flash files, you may want to reconsider. This can actually hurt your SEO efforts.

Are you on mobile?

Even if you have the world’s greatest content, it could mean nothing if you have an unresponsive website design, specifically because 80 percent of smartphone users search the Internet on their mobile devices. If your website can’t respond accordingly, that great and useful content of yours is missing out on a massive opportunity to drive traffic to your website.  

And if you didn't hear already, Google recently announced a mobile-friendly update that will boost the rankings of mobile-friendly pages.

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Image credit: lolfunnyhumor.com

Do you want visitors to be able to find what they’re looking for on your website?

Remember, first impressions count. If visitors get to your website and find unorganized, cluttered content, they’ll be hitting that “back” button faster than you can say User Experience (UX).

Your landing page should be clear, concise and intriguing. It should tell visitors who you are and what you do without paragraphs of tiny text. For example, are you a gym or fitness studio? Then make it easy for website visitors to find your class schedule and pricing information. Do you run a massage therapy clinic? If so, visitors should be able to book appointments on your website with ease.  

Let's put this into perspective.

A website that takes 4 seconds to load has a 25 percent abandonment rate, and that rate only goes up the longer the site takes to load. A mere 1 second delay in page response can result in a 7 percent reduction in conversion. This may not seem like much, but when you consider that an e-commerce site that makes $100,000 per day could potentially lose $2.5 million in sales just because of a 1 second page delay, that 1 second can no longer be ignored.

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Mint's landing page does a great job of telling visitors what the company does, how it can make its customers' lives easier, and includes a call-to-action with the "Sign Up Free" button. 

Do you want visitors to be able to read and enjoy your content?

Imagine the eyestrain you’re inflicting on your visitors if your website is extremely text-heavy. Use large enough font, good contrast and shorter line length. As well, please spare us the cursive font. Many people can’t even write cursive, never mind read it. Visitors shouldn’t leave your website wondering if their eyeglass prescriptions are outdated.

Images are important as well, and no, we’re not talking about standard, boring stock photos here. Your company is unique, so showcase that through your visual content. You don’t need an in-house photographer to snap some good pictures of your office, employees and the products and services you offer.

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Instead of focusing solely on text, show your website visitors how your product or service solves their problem(s). Image credit: Help Scout  

Do you know how your website is performing?

When was the last time you checked your conversion rates? Your landing page is a key component of your website and should have a conversion rate of 20 percent or higher. Track your bounce rate, the amount of time visitors spend on your page and the average pages per visit. If your analytics paint a grim tale of high bounce rates, low times spent on your site and low average pages per visit, it may be time to rethink your website design and content.

Research indicates that users distrust websites because of design problems, so why not invite them to stay a little longer with user-friendly design and great content? 

 

how to attract and convert website leads

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