When you develop a website for your business, you naturally want it to be welcoming. One of the core functions of any business website is to draw people in and encourage them to stick around, learn more about your brand, and perhaps even reach out directly for further information.
In some cases, however, a website actually has the opposite effect––not drawing visitors in but pushing them away. Naturally, this hurts your sales, not to mention your online reputation.
There are several reasons why a website might push people away, and it may be helpful to take stock of exactly what those reasons are.
Top Reasons Your Website Is Turning People Away
1) Lack of mobile design.
First and foremost, remember that a design lacking in mobile optimization will inevitably turn people away. More than half of your traffic is likely to come via mobile, and if those users need help navigating or reading your site, you can be sure they'll abandon ship pretty fast. Mobile optimization is absolutely vital for ensuring a fully inviting site.
2) A cluttered, overcomplicated navigation structure.
The best sites make it quick and easy for visitors to access the information they're looking for. If visitors are immediately greeted with dozens of options or a site structure that feels cumbersome and convoluted, you're bound to lose their attention. Site simplicity is a crucial ingredient for creating a welcoming user experience.
3) An out-of-date design.
Aesthetics matter. If your website looks like something that might have been made in the dawning days of the Internet, it gives the impression that your business is behind the times and not worth engaging with. Investing in a beautiful, contemporary design is critical for your online success.
4) Slow speed.
Most online users lack the patience to wait five, ten, twenty, much less thirty seconds for your site to load. On the contrary, today's users expect a robust site performance that loads more or less instantly. If your site takes too long to load, it's vital that you figure out why and make the necessary changes. Be sure to check your site loading speed across various browsers and device types to ensure a robust and consistent performance across the board.
5) Errors with spelling or grammar.
Everyone makes a type from time to time, but consistent errors undermine the professionalism of your website. More than that, they can make it more difficult for visitors to read and understand your content. If you have a site rife with spelling mistakes and clunky grammar, don't be surprised when you struggle to bring new visitors into the fold.
6) A lack of CTAS.
Calls to action serve an essential role in any website. They help visitors better understand the consumer journey they're on and how to engage with your website most efficiently. If your site lacks CTA content, guiding users on the next steps they need to take could ultimately cause you to lose traffic.
7) Pop-up ads.
We mentioned earlier how outdated design can cause you to lose visitors. There's no better example of that than the use of pop-up ads. While this tactic was pretty common a decade ago, it's fallen out of favor, as it significantly impedes the user experience. If you're still using pop-ups, you can bet your visitors will find the site unappealing. Disable pop-ups to ensure the best online experience.
8) Music or video content that plays automatically.
When you hit your homepage, many of your visitors will be in the middle of a song or perhaps deeply immersed in a podcast. Many others will browse from their phone while watching Netflix on their laptop or TV. The long and the short is that music or video content that's set to autoplay can disrupt your visitors and cause them to have an unfavorable impression of your site. We highly recommend turning off these functions to make your site more inviting.
Make Your Business Website as Welcoming as Can Be
It's essential to have a website that extends a sense of welcome. A well-considered website fosters favorable impressions of your brand, encourages users to spend more time on your site, and ultimately helps improve your conversion rates.
Be aware of some common errors that can make business websites less inviting. If you need to make some changes to ensure a welcoming experience, reach out to enCOMPASS Agency directly. We'd love to speak with you about different ways to enhance your business website and promote a better user experience. Contact our team whenever you'd like to talk.
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