5 Reasons your website isn’t making you money

1 – Not all websites are created equal

First and foremost, the site itself might be holding you back.

Take into consideration a Ferrari on the road next to a regular consumer car. While one is streamlined off an assembly line made quick and cheap to reduce costs, the other is meticulously crafted and fine-tuned for performance. Which one will perform better? Well, we both know the answer to that.

The same concept can be said for websites. A lot of work goes on under the hood of a site that most people will never even know about. Things that can affect the speed, performance, ranking, searchability, and overall user experience over several device types. All of these things can play a huge role in the success or demise of your site.

What is the biggest problem here? Well, most people who want to set up a site won’t know what to look for under the hood to know what the issues are. But a few things you can do to your site to see if there might be issues would be to navigate the site as if you were a client and ask yourself the following questions:
– Does it take a long time to load from page to page?
– Can I find what I am looking for within a couple of clicks?
– Does the navigation make sense to someone who doesn’t know the industry well, and can they easily find their way around?
– Does the website utilize the screen of my device effectively, or does it seem to lack total compatibility?

By answering these questions you can start assessing whether the site itself is poorly produced, you may want to consider checking further with a professional (your web mechanic, if you will) to see what can be done under the hood.

2 – Your content lacks substance

Even if your site is built with poise and is performing as the fine-tuned machine it should be, you can still have huge issues if your content is lacking substance. And this goes beyond just spelling mistakes or poor grammar. What we are talking about here is the information your site provides and whether or not it is relevant to the majority of your site’s visitors.

What does this mean exactly? Well let’s say you run a bakery. Your main service is providing baked goods to individual clients and offering wholesale to resellers. Essentially you are catering to two different types of clients. Now you need to make sure your content is providing both of these clients with the precise things they want to hear. The individual? They care about the selection you offer, so they can find something delicious enough to convince them to make the effort to visit. The wholesalers? They want to easily get all the facts on how your products will perform and what kind of money is to be made by working with you. Now if both of these clients go to your website and can only find an in depth text on why you prefer to use X type of sugar instead of Y, you might be providing very good reasons why you are different from your competitors, and to you it might make a world of difference, but for someone with a specific goal in mind while they visit your site you may be completely missing the point, thus sending them to a competitor.

Any potential customer is visiting your site for a specific purpose. They have a goal they are trying to achieve, and your site may offer them a solution. A means to an end, if you will. So if your site isn’t fulfilling that need, consider them gone. You need to put yourself in the shoes of your visitors and really try and determine what their goal is. Now by reading the content of your site, do you feel it satisfies this need? If you’re not sure, you may need to consider making some changes!

3 – Poor SEO Rankings

SEO stands for Search Engine Optimization and is a crucial part in any website getting traffic. Having a high conversion rate is important. A conversion rate is the percentage of people who visit your site and either “commit” to something, purchase a product, or contact you for services. Getting this number up is your key objective.

How to test SEO ranking is fairly simple if you don’t know much about it. It all comes back to acting as the potential customer. If you were a customer looking for something in your range of products and services, what would you search in your favorite search engine? Okay, now go in and search for it. Where do you rank, if even there at all? Most people will click the first few options on a search and only then if they can’t find what they are looking for will they go further.

So basically if you aren’t ranking well on search engines like Google, you’re missing out on a whole lot of traffic.

Now how do we improve our SEO rankings? This isn’t exactly a simple question to answer. But I can tell you a lot of these “quick and easy” solutions that suggest higher SEO rankings, traffic, etc. are actually going to do more harm than good. Search engines like Google are only getting smarter and smarter and can easily tell the difference between good attempts to provide quality information on the web and malicious attempts to simply get higher rankings. Some of the top brands have gotten a slap on the wrist and dropped in ranking for hiring SEO companies that went a little too overboard and got penalized for spam.

In reality, what you want to do is a mixture of everything else on this list. Be sure that your site is built for todays SEO standards, provide quality content, and offer links back to your site on other sites where relevant. Did you browse Reddit and see someone asking about a good bakery in your area? Great, reply to them with a link to your site and let them know what kind of pastries you offer. This is a quality backlink that provides a solution to the given problem. Posting links to your bakery’s site on every other Reddit page you can get your hands on? That is considered to be spam and will hurt your rankings considerably. So always tread these waters with caution and remember it is quality over quantity.

4 – Lack of Social Marketing

This can depend largely on the type of industry you are in, but if you aren’t using social media to your advantage, you’re missing out on a huge market of potential customers.

Tools like check-ins, reviews, referral systems, and sharing all help spread the word of your products and services online. These are also considered backlinks to your website and will even help boost your SEO.

A good idea would be to learn more about the different types of social media websites and determine which ones would benefit your style or industry the most and give it a go. With a bit of effort, you can bring in a slew of traffic to your site from websites like Facebook, Twitter, LinkedIn, etc. simply by giving potential customers more opportunity to interact with you.

Social media is also a great place to learn more about your customers. With proper two way communication you can learn a lot of valuable information by interacting with clients and their feedback. Information that can help you shift the goals of your website and services to accommodate the demand you’re finding through these interactions.

For more information on social media, check out our other articles on the topic. There is way too much to cover in this article alone!

5 – Your objectives might not be clear or action-driven enough to convert browsers to customers

At the end of the day, what makes your site different than a Wikipedia page is that you want potential clients to commit to something and convert from a potential customer to a paying customer. If you wanted people to just learn something new, you mind as well just make a Wiki page for it. As a business you want to educate, promote, and sell.

You want to be sure your site has easy to read and understandable call to actions (CTA’s) to take your client to the next step in the process. If your CTA isn’t appealing to their needs or doesn’t provide some obvious benefit to them, they aren’t likely to continue or follow through with anything. So if your site isn’t performing as well as it should be, you might need to assess whether or not your CTA’s are appealing to your potential customers and start trying to understand what part of the process is losing them.

These 5 subjects will definitely start pointing you in the right direction to get your site performing better. As you can see from the topics we covered, there are a plethora of reasons why a site might not be performing well – and if you want help from a professional team, don’t hesitate to contact us and let us know what we can do to help you achieve your online marketing goals. We specialize in optimized marketing through research that gets results.

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