Is your website underperforming?

If so, it's most likely because you have an outdated, dull brochure website that does not encourage your visitors to take action. What you really need is a high-performing, phone call provoking, money-making engine that pre-sells the services you offer before you even speak to them.

This short review should help you uncover where there could be room for improvement to help you maximise profit and avoid the grim reaper from knocking.

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  • When a potential customer first visits your site, their subconscious is immediately asking: Is this a credible and trustworthy company? Are they professional and stable? Do I feel welcome? And can I do business with them?

    A successful impression starts by evaluating who your ideal customer is. Once you've established that, you should provide a simple statement on your homepage which clearly outlines what you do and the benefit your customer will receive from doing business with you. Make your first impression count.

    How does your website currently shape-up?

  • Now that you've got your audience's attention, you'll want to hold on to it. On average, most websites have a 30-60% bounce rate, which is the percentage of visitors who leave the site before navigating to another page. Think about what are you already doing to move visitors towards your goal.

  • The rule behind making a site easy to navigate is simple: don’t make visitors think too much.

    Make sure your navigation is no more than three levels deep. Include links within the main body to other pages of your site. Include a simple navigation in the footer of your site. If your site is more complex, provide a search function near the top, and include a simple breadcrumb to avoid confusion.

    Is your navigation simple?

  • You probably won't want to get bogged-down with SEO, however it's advantageous to have a basic understanding of how search engines think.

    Review your meta descriptions to ensure they are appealing and working as an advert for your business in Google search result listings. Encourage your customers to leave Google reviews. Make sure your business is listed in as many online directories as possible. Continually monitor who is linking to you, and, most importantly, build on that number of links over time.

  • As of October 2017, as part of Google's ongoing effort to help keep website visitors information safe, their Chrome browser will now flag up a security warning to your visitors if you don't have an SSL certificate installed.

    You could choose to ignore this, but unfortunately that's not in Google's interest and you may find that your search rankings are affected – not to mention the impact it could have on your visitor's confidence when submitting an enquiry form.

    To check whether your site is secure, open it up in Google Chrome and take a look at the address bar at the top of the page. If you see "Not Secure" in bright red text then your site is not yet secure.

  • With human attention spans now seemingly shorter than that of goldfish, your website needs to load almost instantaneously to hold people’s interest. Average site loading time is roughly 7 seconds, but every extra second results in higher website abandonment so the quicker, the better. Load up your website and see how long it takes to appear.

    To check how fast your site currently loads, visit Google PageSpeed Insights and run it through their website speed analyser. It's unlikely you will score 100% but every little helps.

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