Why Your Website Sucks (and how you can fix it)
A 7-minute read, by Will Chan, Last updated 30 Sep, 2017
So the title got your attention? Good, it should.
Which is actually part of why your website sucks. It doesn’t get the attention of your perfect prospect.
I’m sorry that I have to be the bearer of bad news, but someone had to tell you the truth.
Like most savvy business owners, you probably understand the importance in having a website to get more clients.
Your website can be a very powerful tool in your marketing program. It acts as the “headquarters” for your online presence. All of your traffic from social media, email newsletters, and ads should be leading to your website.
But maybe you have noticed something is off.
People have mentioned that they can’t find your website using Google.
Clients say they can’t find what they need on your site.
People visit your site from Facebook, Twitter but then they leave.
Nobody is signing up for your newsletters or promotions.
The problem is simple: Your website sucks.
#1 – Your website sucks because it’s invisible
This doesn’t actually mean your site is not visible. It means that people can’t find it.
If no one can find it, it might as well just be invisible, right?
You don’t have to be an SEO guru to make your website more visible, but you do need to know some basics.
Most people know what SEO is because they get 20 emails from India every day in their spam folder talking about it.
First, SEO stands for Search Engine Optimisation. That’s a fancy title for the act of making your site friendly for search engine websites to crawl and index your site; that is, for them to read and list it.
But if you don’t know, SEO stands for Search Engine Optimisation.
That’s a fancy name for the act of making your site friendly for search engine (we all know mostly Google) websites to crawl and index your website for them to read and list it in the search results.
SEO allows users to enter search terms (keywords) that are relevant to your website, and your site will show up in the search results.
The more relevant your website is to the search term, the higher your website will appear in the list (rank) of results.
While ranking for competitive keywords is a kind of art form in which many SEO experts specialise, there are a few things you can do right now to improve your SEO. See my other resources.
And if you’re using WordPress and want to know more of how you can do SEO for your website, reach out to me and I’ll give you access to a private SEO training.
#2 –Your website sucks because you used a $20 Designer and a $5 copywriter
You broke the budget on your designer and now you can’t afford to put content into your brilliantly designed website shell.
You might have a great designer, who knows how to find a pretty template (or actually custom design one for you), but the design doesn’t align with the content.
More than any other factor, content is the key to a good website.
If you do not have any content, there is no chance of anyone seeing the beautiful design that your designer worked so hard to create.
Well, except for your mother. She will always support you no matter how terrible your decisions.
A great copywriter will be able to deliver words that match the beauty of your design and the desire of your customers to make a site that is not only stunning but connected by potential customers.
#3 – Your website sucks because it’s all about you
This doesn’t mean your site has nothing but photos of you and 5 pages of your life story under the About section (please don’t do that).
If you’re like many businesses, you follow this:
Homepage featuring logo, navigation bar, icons to your social media pages, photos of your business (probably a slideshow), list of your services, a paragraph about your business, list of products you sell, possibly a map, contact information…
I know what you’re thinking.
“But, this website is about my business. Isn’t it supposed to show clients all of that? How does this make my website suck?”
It sucks because it’s about YOU.
Well, after all, you’re not going to be your own client, aren’t you?
It should be about THEM, the one who will pay you money.
Rather than talking all about what YOU have, what YOU offer, what YOU sell, you should be addressing their pains, their problems, their desire, their dreams, and the solution that YOU have to help them.
Forget about all the sections with your Services, Products, and About on your homepage.
You can put those on sub-pages in the site.
What you really need, is compelling content that identifies the user’s pains and problems, expresses understanding, and offers your business as the solution, is the best way to build relationships with your users.
This is how you connect with your potential clients, instead of how many things or services you have available or how many years you’ve been in business.
#4 – Your website sucks because it’s a dead end
So, let’s say your potential client is on your website. What are they supposed to do?
You need a sales funnel. A sales funnel is a fancy marketing term for the journey the lead is supposed to take on your site.
It could be very simple: Just a form where leads can get on your list.
From there you use email campaigns or retargeting banners to build a relationship; presenting all the great features of your business; offering discounts and specials; inviting them to reach out, etc.
Or it could be more complex like giving people some resources and let the people who are interested to raise their hands first.
Not everyone is going to be ready to use your service or product the second they visit your website. The goal here isn’t trying to get them to buy; it’s to build relationships.
Date before pitching marriage, that’s my way to phrase it.
You’ll find a lot more about this in this free training.
Too many businesses try to pitch for marriage at first sight and it breaks the relationship, especially you’re selling something of a high-value.
There are many more reasons why your website sucks, but I believe this is enough to make you aware of the problems.
If you take your website and sales seriously and you’re tired of throwing spaghetti at the wall to hope one will stick, I’d suggest you schedule a free strategy call with me and see what strategy actually suits your individual business.
I must make sure that you know that this strategy call is custom to your business. If you’re looking for more general advice and suggestions, please see other resources or YouTube.