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6 Reasons Why Your Website (probably) Sucks

You might think you have a pretty neat website. It might look really nice, with its pretty picture sliders and updated HTML 5 coding. But in reality, it’s probably not actually doing anything positive for your company, despite the thousands of dollars you spent paying that internet developer company with the equally flashy looking website to make it.

At Megaphone, we sadly come across heaps of poorly performing websites, and that’s because people don’t understand what a high performing website really means to their business.

So here are 6 reasons why your current website (probably) sucks.

1. It Doesn’t Convert

In business, there’s the age-old saying; To make money, you must spend money. Well, if that’s true, then why do you have a website that doesn’t make you any money? Your website should be if not a steady source of income, at least a steady source of leads. This applies to any industry. Your website should be focused on getting people to make enquiries, sign up, sign in and everything else that pushes your customers further into the funnel. You should also be able to directly track exactly how many visitors you’re converting into solid leads, and you should be actively improving that percentage from week to week.

2. It’s Not Mobile Responsive

What’s that? You have a separate web page built specifically for mobile devices? That doesn’t count. With more and more web traffic coming from mobile devices, it is imperative more than ever to make your website properly mobile responsive so that it works across all different screen sizes. This means your website is able to scale to any screen dimension and still look good and function great. An easy way to test whether your website is mobile responsive is to open your page up in a web browser and play around with your browser window size. If it’s mobile responsive, everything should scale properly and elements fold into each other neatly.

3. It Loads Too Slow

Loading times might seem like a trivial problem; after all, your website looks nice, and you have a nice product, so a few seconds of load is worth the wait right?

No, it’s not. Nearly half of web users expect a page to load fully in 2 seconds, and will abandon after 3. 79% of web shoppers who have had a loading problem with a page won’t come back. Web page load speeds also heavily affect your search engine rankings, and people bouncing right off your home page while it’s loading further exasperates the problem. So all those image sliders and super-high resolutions might look nice, but there’s no point if no-one is seeing them.

4. You’re Cluttering Up Your Homepage Without True Purpose

There are heaps of websites that rely too much on their homepage to provide all the information possible. First impressions are super important, so you do have to get it right in the first go. Having said that though, the true purpose of your homepage is to get people off your homepage onto your other web pages as fast as possible, whether it’s clicking through to a registration form, or scrolling down to below the fold. High performing home pages will usually only have one or two lines of text about the benefits your product/service provides, a primary and secondary call-to-action (Sign up here + Find out More), and one nice, static image of your product or service.

5. Your About Me Section is Terrible

This is a bit of a trick section. Good “About Me” sections should still be focused around your visitor. Visitors are selfish people, so even when they are looking up more about you, in reality, they’re looking up extra information on whether you’re the right person to help them. So while a little smattering of personal information can’t go astray, you should really be focused on spelling out your benefits and why visitors should choose from you instead of the schmuck down the road. Use ordered and unordered lists, break sections up so there isn’t massive chunks of text to keep it all engaging, and if you are including head shots of your team, make sure they are specifically taken head shots to bring extra credibility to your website

6. You Haven’t Thought About User Experience

User Experience is all about how someone feels when using your website, and placing information right where users think it should be. Another term for UX is user flow. Bad user flow means high exit rates and high visitor dissatisfaction. However, rather than purely rooted in the world of design, UX is highly data driven. Go thorough your analytics and see which pages have high Bounce and Exit rates, as this usually indicates a problem. Also, there are a plethora of heat mapping and recording tools that allow you to see how exactly visitors are using your site, where they’re getting lost and if they’re clicking on things that aren’t there, or aren’t clicking on things you want them to click on.

About the author

Josh Li

Josh is the marketing manager at Megaphone Marketing, a Melbourne based digital marketing and social media agency. Josh has working in marketing with a number of startups, including the Foundr Magazine and prominent co-working spaces around Melbourne.

33 Comments

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  • Modern smartphones have large screens with high resolution. Is the need to design multiple layouts really necessary? A clean site, like this, renders perfectly fine in desktop mode. Plus you get to, at least in this website’s case, deliver all the banner ads, that are removed in the mobile version, resulting in less revenue, conversions and sales.

    • Hey Troy,
      When I mean ‘mobile responsive’, I mean that the website scales appropriately, no matter the resolution. An example of such website is getbootstrap.com (which is a web framework site). You’ll notice that on a full-size screen, you can see all the buttons and everything, but if you resize your desktop browser window, the buttons start folding into each other, the menu button changes etc. so no matter the size or ratio, everything still looks fine.
      The problem is, a lot of people build a specific mobile site (usually an m.website), which only caters to a few common resolutions. But with so many different phones coming out, resolutions are all over the place so your site, unless properly mobile responsive, will look all over the place as well.
      Addendum, a lot of people assume that the screen they’re using right now is the most common resolution. However, they don’t account for the fact that what might look nice on their iMac 27″ 5k screen, will properly look terrible on a 800×600 screen running Internet Explorer, which is what a lot of people still use. Mobile responsiveness still helps there.
      Hope that helps!

  • Yup, load times are probably the least noticed thing out there nowadays. That it’s commonplace for a homepage to be around 2MB in size is sad.

    You can mitigate some of it with CDN but I’m always for cutting back filesizes through compression and minimizing un-required information for production side website stuff.

  • Absolutely right recommendation for a non-performing website. Website surfing is like an entry to a store. Not so good stuff / Improper Display / Un-Responsive behaviour makes a customer leave a store. Same is true for websites.

  • Very good tips but i belive it can go deeper than that you can use woo rank this will give you an in depth look into your website ranking and where you can improve you website score, this in turn can lead to better ranking therefore lead to more income

  • hmm, it makes you think, I never thought 1 second or less would make much difference, now I know. Thanks for the tip.

  • Takes a while to convince people that sites with flashy designs and lots of javascript functions aren’t always the highest converting websites. But numbers don’t lie and these tips are on point. Sometimes good design isn’t always the most effective design.

  • Don’t worry too much about the ‘mobile’ web site, unless your site stats show a lot of visitors using mobile, only a very small percentage of visitors to mine use mobile devices….. For most people the cost of data usage of the mobile network is still too high…

    More of a problem for me is inbound links from Russia which are all basically useless to me, and all they do is take up bandwidth.

    I have also found that an informative home page is popular, it saves people the trouble of moving on to other pages!

    • Yes, but you can’t ignore the speed at which users are switching to mobile devices, as well as being prepared for future technology. The Apple Watch, for instance.

  • Well Briefly described tips. These tips should be followed while designing or updating your business website.

  • HI Josh,

    Many of business owners wrongly think that visitors love flashy websites and that is how websites should be made.

    But, in reality and in my own experience, visitors prefer simple websites that deliver highly on relevant information to them.

    For visitors, it is even ok if the websites are a little amateurish so long as the website delivers true value to their immediate needs.

    Raj

  • Great reasons. Simply put, now the time is to mainly think for users. Don’t just be dump to always play tricks with search engine algorithms.

  • Awesome suggestions and analysis by Josh Li. Again a great article for SPN ๐Ÿ™‚ bravo josh

  • I finally gave up and started selling the products we manufacture on Amazon. Now I can get more than 4 hours of sleep!

  • Wow. It is easy to think your website is great and then look over these reasons that may say otherwise. I am always looking for ways to improve my site. Thanks for sharing.

  • i created website for information source it contains more number post with good content but not getting in the first page search results tell me some more tips

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