Like it or not, if you own a business, you must have a website.
Most business owners understand this, but unfortunately far too many think that they can just throw something together and it will be enough.
But the fact is, if your website isn’t well designed, it won’t do much for your business, and it may actually do more harm than good.
Having a website that performs poorly, looks amateurish, or doesn’t properly represent your brand can be extremely detrimental to your business.
At the same time, many business owners are unaware of the full benefits of a successful website, let alone know what the true purpose of a business website is.
A successful website will provide a ton of benefits for your business, including:
- Target your ideal customers
- Stand out from the competition
- Ensuring an excellent experience for all users
- Make it easier for you to search on search engines
- Help you increase your sales and find more leads
- Increase the perceived credibility of your business
Now, from my point of view, a good website has only one main objective, which is reinforced by all the advantages that I have listed above. But I’ll come back to that a bit more in a minute.
So, if you’re wondering how to increase traffic to your website or wondering, “What is the purpose of a business website?” then you’re going to want to keep reading.
Because in this article, I’ll explain the purpose of a business website, point out some common issues that prevent them from performing to their full potential, and offer some tips on how to mitigate these issues.
What is the purpose of a business website? You are about to find out!
As I said above, I believe a business website has a real purpose, and that purpose is to generate qualified leads by connecting you with your ideal customers.
Over the years I’ve seen countless business owners pay a hobbyist to build a website for them and then continue to work like dogs to find leads themselves, oblivious to the fact that this is what what their website is supposed to do. for them.
Now, if a website is poorly designed, it is unlikely to attract many qualified leads, if any.
But with a well-designed, high-performing website, the idea is that you no longer have to do all that work yourself, because your website is literally a lead-generating machine.
That being said, I want to explain some of the reasons user websites perform so poorly and recommend some methods to ensure your website performs at its best.
One of the main reasons websites work well is because they provide value.
So, if you want to attract visitors to your website and, more importantly, keep them from immediately leaving your website, you need to offer them valuable content.
An Adobe survey of more than 12,000 consumers found that “nearly 9 out of 10 will give up on a poor content experience.”
That being said, when it comes to content, there are a lot of things you want to avoid, and several things you need to consider as well.
So when creating your content, be sure to consider things like:
- Is this content really relevant to the keywords I use?
- Will this content bring value to my target audience?
- Would I have really taken the time of my day to consume this content?
- What are the problems or pain points faced by my target audience?
- Does my content actually work to address these issues and pain points?
At the same time, you should make sure to avoid doing things like:
- Insert irrelevant keywords into your content
- Posting poorly written content filled with errors
- Create content that is way too short or way too long
- Post content that focuses on you and your business rather than your customers
- Create content that doesn’t solve problems you can solve for your customers
From a marketing perspective, the whole point of creating content for your website is to attract website visitors who match your target audience and keep them on your website for as long as possible, which will reduce your bounce rate and should improve your rankings. in search engines.
But if you post poorly written content that isn’t directly relevant to the keywords it’s targeting, has nothing to do with the problems you can solve for potential customers, or doesn’t bring no value to the reader/viewer, this will work against you.
As a result, you’ll look less trustworthy and less believable, you won’t get as much traffic to your website, those who visit your site won’t be interested in what you offer, and most visitors will likely leave. your site in seconds, which can ruin your search engine rankings.
Bad first impressions
This definitely ties into the last point because if the first thing a website visitor sees is shitty content, then you’ve already made a bad first impression.
But there is so much more than that.
Every aspect of your website, including how it brands your business, how it looks and how it functions, can create a bad impression not only of your website, but also of you and your business in general.
Research from Stanford University has concluded that there are indeed “universal factors” that affect users’ perceptions of a website’s credibility, such as how a site looks and how it is structured. its content.
A study published by Elsevier looked specifically at how a website’s aesthetics affect its perceived credibility.
When study participants viewed the same content with “different levels of aesthetic processing”, the more aesthetically pleasing content was considered more believable.
In other words, if your website looks good, users are likely to give your business more credibility.
Additionally, a study published in Behavior & Information Technology found that a website’s visual appeal can be assessed in about 50 milliseconds, which means it only takes a tiny fraction of a second for a website make a first impression.
To be honest, most of these things are obvious, none of these findings are surprising, and it makes sense for consumers to make these kinds of assumptions whether they are true or not.
In any case, if you want to make a good first impression with your website, you must ensure:
- Your website design is aesthetically pleasing
- Your visual branding accurately represents your brand
- Your website works well and looks great on any device
- Every aspect of your website is designed to appeal to your ideal customers
- You are working with a qualified web developer/designer who can make it all happen
Slow site speed
Another absolutely crucial thing in terms of website performance is its speed.
Gone are the days of having to wait several minutes for a website to load, while your 56K modem beeps and buzzes all the way to the finish line.
Consumers today expect websites to load in seconds at most, and if they don’t, they’ll just go to a competitor’s website and give them their deal instead.
In a survey by Unbounce, 70% of respondents admitted that website speed impacts their “willingness to buy from an online retailer”.
The same survey also found that the majority of respondents wouldn’t wait more than 4-6 seconds for a website to load on their phone, and it also pointed out that according to Google, most people will leave a page. if it does not load. within three seconds.
Additionally, a Portent study found that a site that loads in one second will get five times more conversions than a site that takes ten seconds to load.
The study also found that when it comes to e-commerce websites, the highest conversion rates occur on sites that load in two seconds or less.
So if you want to prevent people from leaving your site before it even loads, and avoiding your site in the future because they can’t be bothered to wait, you need to make sure that your site loads quickly.
That being said, there are several things you can do to increase your website speed, including:
- Run as few plugins as possible
- Avoid Low-Quality WordPress Themes
- Make sure your CSS code is written correctly
- Minimize the number of elements on each page
- Optimize images and other elements by compressing them
Your business needs a strong website. So make sure your website connects you with your ideal customer by implementing these methods.
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