Is your website turning customers away?
Your company website is one of the first things that your customers will see, so why risk them instantly rushing to click the ‘close’ button? So many companies are guilty of committing at least one of our top ten website turn offs, make sure your business is not one of them!
1. Advert overload
There is nothing wrong with having adverts on your website however there is a not so fine line between carefully selected, relevant adverts and glaring banners offering everything from miracle weight loss cures to cheap holiday deals. When accepting adverts on your site it is important to make sure that they fit in with the tone of the site and do not disrupt the user’s browsing experience.
2. Attack of the pop-up
Is there anything more annoying that clicking onto a webpage only to have your screen bombarded with pop up after pop up? Although most people will (hopefully) have an effective pop up blocker in place, those that do fine their browser full of pop up adverts will most probably head for the hills (well the ‘x’ button anyway)
3. Badly written copy
When you are putting together a website it is easy to get carried away with flashy graphics and stylish videos however the most basic aspect of any webpage is what it actually says. If the copy on your website is badly written, this will immediately give your customers a negative view of the company. Spellcheck is definitely your friend when writing content for your site however it helps to double and even triple check for any spelling or grammar errors before you press ‘publish’.
4. Get to the point
Filling your website content with sales jargon and details of all of the awards the company has won may look impressive however what use is telling potential customers that you are a ‘dynamic, innovative, award winning company’ when they don’t know what it is you do? It is easy to get carried away with the synonym tool however this is useless if you omit the most basic information. Ensure that your ‘about me’ page is crystal clear, if in doubt ask an independent party for their opinion.
5. Slow loading
With so many people paying for fast internet, having to wait what can often feel like an age for a webpage to load can have many people instantly reaching for the ‘X’. Experts state that the ideal load time for a webpage should be no longer than 1-2 seconds, if your site is taking longer make sure you take the time to check what is holding it back.
6. Out of date information
Any out of date information on your site could be detrimental to your company. For example, if a customer uses your site to find an address for your store yet you have actually moved premises this will not go down well with the potential customer stood staring into an empty shop window. If your business details change it is vital to update your website as soon as possible. Similarly if you have a special offer or a price section on your site, avoid red faces at the till by keeping them up to date.
7. If you’re not on the list…
If you have ever been stopped on the street and asked for your details to sign up for a catalogue or a charity donation you will understand the frustration of a web user being held back by a ‘registration form’. A web page that requires a user to enter their details before even viewing the home page may gain valuable email data however it will also lose frustrated potential customers.
8. X marks the spot
If you do decide to allow full page adverts on your site, make sure that you do not forget the number one rule! Many companies design their full page adverts to make it as difficult as possible for users to actually close them and see the site that’s hiding underneath. If a customer ends up playing a game of ‘Where’s Wally?’ with the ‘X’ button, chances are they won’t be in a buying frame of mind when they finally get past it.
9. Colour clash
You may think that changing your font colour to neon yellow against a bright white background is ‘cutting edge’ however when your customers have to squint to read about your latest special offers the only thing they will come away with is a headache. Stick with colours and backgrounds that complement each other and are easy to read, there’s a reason why black/white is a classic!
10. Bored now…
Your company could sell self lacing trainers or trees that actually grow £50 notes however if your website is about as interesting as a paper bag your customers will soon lose interest. Keep your content short and snappy, complimenting it with relevant, high quality images. Engage with your customers through a regularly updated blog and communicate with them through your social media profiles.
Your website is your online shop window so clear away the dust, get out the Windolene and make sure your company really shines through!