You’ve paid an SEO company to help you rank well in the search engines. You are, or think you are ranking well on your search terms. So why aren’t you getting the calls you want from your website?
1. BEST KEYPHRASES. Are you REALLY ranking well on search terms YOUR MARKET is looking for your type of business on? Many small business owners make the mistake of guessing on the best terms to pay someone to optimize their site on. Keyword research is SUPER important.
2. PLATFORM. OK, so let’s assume you’re checking your traffic results on your Google Analytics account (you do have that set up, right?). You’re getting a decent amount of traffic. Do you know if they are viewing your site on a desktop or smart phone? More and more people are looking for services on their smart phones and if your site does not display well on a smart phone, they will probably just find one of your competitors that has a mobile site.
3. WORLD WIDE WAIT. According to Kissmetrics, 47 percent of visitors expect a website to load in less than 2 seconds, and 40 percent of visitors will leave the website if the loading process takes more than 3 seconds.
No matter how ground breaking content you produce, or how many guest posts you write to attract traffic, people will not keep waiting at the door of your site for you to answer, especially when they can access your competitor’s site faster.
Google considers load time as a factor while ranking websites. The reason is simple: Google wants to rank websites with a better user experience higher than others and loading time is an important factor here, which decides how the users’ experience on your website will be.
4. POOR WEBSITE LAYOUT. Another reason why a substantial amount of your traffic might “bounce” could be because of your website’s structure. The solution is a website revamp.
Remember, users don’t actually read your content – they scan content. You can think of an un-optimized Web design as a communication problem whereby your targeted audience fails to clearly grasp or retain the key elements needed to make a decision (a click, opt-in, etc.) during their stay on your website.
5. POOR CONTENT. We live in an era of skimming and in a time where information is not scarce, keeping the visitors interested enough to stay on your website for more than a few seconds is getting harder and harder. It can be a struggle to convince visitors that their time on your site will be worthwhile.
On average, a visitor will leave your website in 10-20 seconds. So while you need content (for both the search engines and visitors) it needs to be concise, informative and have effective calls to action.
Many website owners spend an awful amount of time making their home page interesting, and push the rest of the pages to the back burner. Think about this: When was the last time you actually entered a website through the home page?
Over the years, search patterns have drastically changed. According to Forrester Research, in 2012, 54 percent of consumers found websites through search engine results, 32 percent through social networks, and 28 percent said that they found websites through links from other websites.
Home pages are not a website’s main entry point anymore. It is important to note that articles, blog posts or any other content that you add on your website is also attracting traffic, which is why it is absolutely crucial to make each and every page compelling.
If your website targets the older demographics, you will find this interesting. According to a study done by Nielsen and Norman group, they found that users who are 65 and older are 43 percent slower at using websites than their 21-55 year old counterparts.
Plus, don’t forget the power of typography – it can affect your readers experience and conversions.
Make your content more interesting by making it more relate-able and react-able.
6. IRRITANTS – AUTOPLAY. A video that plays by itself turns into an irritant for the visitor, whose only goal then becomes to find the tab where the audio is playing and close it. It is important to remember that your visitor might not be at the comfort of their home, but instead maybe at work, or school or at some place where watching a video is not appropriate.
Also, visitors like to think that they are in charge of their actions. Having the video play automatically without them having to initiate any action on their part is a poor usability technique. Your visitor might already be listening to their favorite music while visiting your website. By forcing your video or audio content upon them, you are only giving them more reasons to close your Web page.
TAKE AWAY: A visitors goal is not to leave your website; it is to find the solution. If we can show them effectively and fast that we hold the answers to their problem or question there is no reason why they would leave your website.