For your business to connect with current and potential customers, you need to build and maintain a website that works. If you are not getting good traffic on your website, here are 5 reasons your website performance may be poor and what you can do to ensure that you reach your target audience.
1. Not Mobile-friendly
One reason your website's performance is struggling is because your webpage is not mobile-friendly. According to Google Search Central, 94% of people with smartphones in the U.S. search for local information on their phones. Even when people are at home with access to laptops and desktops, they are still browsing on their mobile devices.
So, if your ideal client or customer finds your website on their phone and the formatting is not compatible with their device, they’re unlikely to stay for too long.
If you don't know how to build a website or write code, ask a professional to help you build and format your content in a way that will engage your target audience.
2. Wrong Keywords
Another reason why your website might not be getting a lot of traffic is that you’re not using the best keywords in your content. For example, if you are opening an ice cream parlor, you’ll probably want to use words like “ice cream", "homemade”, and "creamery” in your headlines and social media captions. This will help potential customers find your business when they search for ice cream parlors in the area.
Work with your creative team to find out what keywords best represent your business. Make sure to use those keywords frequently on your website and incorporate appropriate hashtags on your social accounts.
3. Neglecting SEO
This concept goes hand in hand with keyword research. Marketing professionals use a strategy called SEO marketing when writing website content for their clients. SEO stands for “search engine optimization”, which essentially asks the question “What are you doing on your website that helps search engines find you?” SEO is the strategy behind creating and publishing the most effective and searchable content pieces on your website, which will expose your business to the public on a larger scale.
Having an SEO and content plan in place is essential to keeping your audience engaged in your content and increasing your visibility on social media and search engines.
4. Broken website & security vulnerabilities
A dysfunctional website that is not user-friendly can drive potential customers away from your business. Make sure you use a reliable platform for building websites to make sure your website is always up and running. And incorporate multiple security measures and firewalls to protect your business’ and clients’ stored information.
Use tools like Google Analytics to continually monitor your website’s traffic and engagements. A high bounce rate (the number of people who only look at your homepage and then leave) or a low average session can show that something on your website isn't working right and needs to be fixed.
5. Poor user experience
Designing an engaging and aesthetically pleasing website helps to ensure that people engage with your content. Make sure that your website display does not have stark contrast or harsh colors, like bright red font over a purple background.
You want your website to reflect the quality service and products that you provide, as well as the professionalism of your business. You don’t want users to click away simply because they do not like the font style you chose.
If design is not your strong suit, marketing professionals can help you. They can transform your business’ message into a curated and visually appealing website that will engage your target audience.
For more information about optimizing your website's performance and engaging with your target audience, check out this livestream on YouTube, hosted by energyhill CEO Dr. Ryan Lowe.
Marketing with energyhill
Developing a creative, high-traffic website can be complicated. Instead, relying on design and marketing experts can not only simplify the process but also save you time, money, and effort. Contact us to learn how our award-winning marketing and design team can help your business grow.
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