Many businesses get a lot of traffic to their site but then these numbers don’t convert to sales or enquiries. Does this sound familiar? Have you wondered why? Well, this can be down to various factors, from too much text to bad layout. Here we take a closer look at three top reasons and what you can change that can make a difference so your website works for you.
1. So much text the user is overwhelmed
When adding content to your website, you need to try and focus on just the essentials. Around 50% of the text on most websites has no purpose and just obscures the goals and key links. This means they are then easily overlooked. Include just the things that matter and the necessary information only.
- Aim to have text on only 40% of the screen at any one time.
- Have plenty of space around elements to give them room to breathe
- A clear layout and flow to your page with the headings and text · Get the best possible photographs or illustrations to highlight your services or products. They say a picture paints a thousand words and our brains process these much faster than text
2. You’re not being clear on what the visitor should do
Everything in this day and age is instant and your average web user can be quite lazy. Make life easy for the user – if they’ve not heard of you before you need to peak their interest quickly! Tell them straight away how they can buy your product or service or how to get in touch. If they need to be clicking on something, it needs to be obvious!
- A strong contrasting colour on your call to actions – Assigning this colour and only using it on these elements will subconsciously inform the user and they begin interacting without realising.
- Focus your visitors eyes on one thing – point your user to the one thing that you want them to do or interact with.
- Think “headlines”and “graphics” – This is what the user will see first and what you should spotlight. The additional text can then be just for support (and to aid in SEO)
3. Are you clear on the benefits you can provide?
Many websites and online businesses mostly talk about the features of their product or service. But by listing the benefits too, you give the user a bigger picture of what your about. They were probably looking for your service anyway, but by listing the benefits, you may spark something else that they hadn’t thought of in the first instance.
And above all, be genuine and be yourself with your website content – this will ultimately give your users a feel about you and your services and make you more approachable and easier to understand.
Of course, there is no ‘magic wand’ or ‘one size fits all’ when it comes to creating a website, but by bearing these points in mind, you’re sure to be on the right track. Contact the content experts at Blue Bee and see what else we can bring to the table.
