How to fix your tired website
When your website fails to keep viewers interested, it’s ultimately failing your business. Without sounding too brutal, a dismal website will significantly affect the image of your brand.
To help you get started on improving your site, I’ve listed five key areas where significant improvement will have the most impact.
Invest some time or hire a copywriter to make your website content pop. Great content that’s detailed yet succinct, will ensure your audience hangs around. If your content is far too expressive, long-winded and readers have to scroll unnecessarily, it will fail your business.
Keep your content short, punchy and powerful. Maintain a solution focussed angle so that clients clearly understand what you offer. Most importantly, try and incorporate keywords into your content to help with Google search rankings.
Try and humanise your content as much as possible. When technical language and unnecessary jargon is used, people will stop relating.
This is your big bang moment and people want to know what you offer. What makes you so awesome that they should stick around and scroll through your website?
Your home page needs to offer a clear and concise message on what you offer. Once you’ve done this, it’s time to humanise your brand by making sure your language feels personal, relatable and friendly. Keep your home page content informative and use words that will connect the reader to your brand.
Use imagery that compliments your branding but also that sits alongside your content harmoniously. One should not detract from the other.
Each page must have a call-to-action. It’s up to you to take your audience on a journey through your site and calls-to-action help you control this process. They also provide clear navigational tools for viewers, allowing them to feel at ease while they scroll through your site.
There is nothing more frustrating than trying to find a ‘contact us’ or ‘buy now’ button on a website. Streamline this process for your audience by putting these under every significant section and on every page.
The most powerful element of your calls-to-action is that they make the decision-making process for your viewers, that much easier. They enable readers to connect with you based on impulse. They drive queries to your inbox out of immediate interest. They ease the buyer decision making process because it’s simplified and instant. This instantaneous reaction to your content is only possible if you have clear calls-to-action.
There is such a thing as website sensory overload and it’s everywhere. Don’t get too excited with your website imagery, to the point where it is frustrating your viewers. Try and simplify your pages by having one powerful image per page. If you’re incorporating a few boxes with imagery next to each other, work with the overall aesthetic of the page and ask yourself, do they work together? Keep images and branding consistent across the website to minimise confusion and to help ease navigation.
The dreaded ‘About’ page. It’s the page most people reluctantly write themselves and often the page that’s most lacking in some oomph. This is because it’s often extremely difficult for people to promote themselves and express this openly on a website. That said, this is also one of the most viewed pages, because people always want to learn more about the people behind the brand.
This is a page worth investing in because it really can be a deal breaker. It doesn’t need to be long and extensive, but, big but, it does need to offer a more human side to your brand.
This is your chance to sell you and your 'why'. It’s also your chance to give a little background into your ‘how’. How it all started and where it all began. This page can be lighter in feel and tone compared to your other pages. It’s also a space where you can let readers into some interesting facts or quirks about you.
The human edge to branding is now more important than ever. Your ‘About’ page lets people into this side of your business, allowing them to see beyond the products and services that you’re offering. This builds connections, strengthens communities and ultimately wins sales.
When scrolling through your website, ask yourself honestly, would you buy from you? If your text is clunky, navigation is confusing, and it lacks calls-to-action, you’re losing customers before they’ve even stopped to say hello. Put some time aside to revamp your website, invest in a copywriter and source strong powerful images, because ultimately, your website is the gateway to your business. Don’t stop the process before it’s even started.