3 ways your website is letting you down

12.05.21

By Nutcracker

Ever load up a website and feel like you’ve gone back in time? At Nutcracker, we’ve definitely seen a few webpages we would much sooner forget…

Your website is the public face of your business. It’s your customer’s first port of call, the standard by which your organisation and services are judged. The average user takes about 50 milliseconds to form an opinion about your website that determines whether they’ll leave or stay. If your site is making a bad impression, you might be losing out on potential customers without even knowing it. 

By comparison, a good website can elevate your business to new dizzying heights. It can build trust in your target audience, highlight the best aspects of your brand, and ultimately lead to more sales and higher revenues. 

That’s why we redesigned Nutcracker’s website to make it easier to use, friendlier and more informative. It’s a better reflection of who we are as a business, and by extension the fantastic services we provide to our lovely clients.  

Here’s a few ways that your website might be deflating your business – and how you can think about turning it around.

A bad user experience

If your site is confusing to navigate, prone to errors or simply hard to look at, web users won’t stick around very long. Around 38% of people will stop engaging with a website if the content or layout is unattractive – and yet so many businesses squander their websites with clunky designs,  complicated layouts and garish colours.

With 84% of UK adults now owning a smartphone, optimising your site for mobile is no longer optional – it’s an absolute necessity. Particularly as 57% of users say they won’t recommend a business with a poorly designed mobile site.

Instead, you need a clear, simple design that’s easy to navigate, tells users what they want to hear and leaves a fantastic impression. An intuitive user experience can tip the balance between a lead and just one more customer lost to the wind.

Ignoring SEO

If your website is the lifeboat, SEO is the flare that will help it stand out. You could write a Shakespeare-topping ode to your customers, but if your webpage isn’t optimised for SEO, then you might as well delete it.

When 68% of online experiences begin with a search engine, you can see why marketers place such stock in SEO writing – because it uses Google to place their content directly in front of their target consumer. Once your website is at the top of the search rankings, you’ll have a whole nest of potential leads in the palm of your hand.

Research and use keywords that make sense to your target market, populate meta descriptions and alt tags, and wield snappy subheadings in your war against the Google algorithm. If you think it’s not worth it, remember this: just 0.78% of Google searchers click on results from the second page onwards.

No call to action

You’ve shown your prospect that you understand their problem. You’ve highlighted your goods and services, and identified why they are the right solution. But if you don’t give users an effective and clear call to action, how can you possibly convert that lead into a potential sale?

Calls to action shouldn’t just be an afterthought – they should be the pinnacle of what you are trying to achieve with your website – the end of the pilgrimage your potential customer is travelling on. According to Unbounce, 90% of website visitors who read the headline also read your CTA copy, so it’s just as important to get it right.

 good CTA goes beyond ‘read more here’. It should make your customers act now as if their lives depend on it, and make them understand that you truly understand their requirements. Data shows that personalised CTAs perform 202% better than basic ones, so you need to keep your consumer in mind when telling them where they need to go.

At Nutcracker, we’ve helped countless clients realise their potential and create websites and CTAs that boost conversions, build your reputation and make your brand stand out from the crowd.

Website in the doldrums? Nutcracker can help set your brand on the right course. Email jenny.knighting@nutcrackeragency.com and find out how we can help you build a website that speaks to potential clients