You probably invest time and money to drive traffic to your website, but are you seeing the results? If you have visitors but not conversions, you are likely missing one of the most important opportunities your website can offer: the ability to generate highly qualified leads (or even to secure a sale.)
There are several reasons why your web traffic may not be converting. First of all, if your website is difficult to navigate, is slow to load, or has technical issues such as broken links, visitors may become frustrated and leave the site before reaching out. You want to ensure that your website is user-friendly, and that it provides a positive experience for visitors on an ongoing basis.
Next, if your website's call-to-action (CTA) is unclear or not compelling enough, visitors may not be motivated to take any action. Your CTA might be to "Buy Now," "Contact Us," or "Click Here," but you need to ensure that your CTAs are 1) prominently displayed and 2) clearly communicate the benefits you offer.
Finally, your messaging may be missing the mark. If your visitors don't understand the value you can provide, and how it specifically addresses a need they have (and that you can do so better than the competition can,) they won't contact you.
To tackle these issues, you might find it helpful to conduct a website audit to identify the problem areas and make the necessary changes. This can involve redesigning the website, optimizing the user experience, improving the call-to-action, refining the targeting strategy, and especially assessing how the value of the brand and its products or services are being communicated. By taking a systematic approach to improving website conversion, you will increase your opportunities to generate revenue from your online efforts.
There are several reasons why it can be helpful to use an outside resource to conduct your website audit. They include:
An objective perspective. An outsourced resource brings an objective perspective to the audit. They are not emotionally attached to the website and can provide an unbiased analysis of its strengths and weaknesses.
Expertise. A consultant has the expertise and experience to conduct a comprehensive audit. They are familiar with industry best practices, and can provide recommendations based on their knowledge.
Time and cost savings. Conducting a website audit in-house can be time-consuming and costly. Outsourcing the task to a third-party frees up your team's time and can be more cost-effective in the long run.
Conducting a website audit is often the most important step you can take to understand and improve your conversion opportunities. If you'd like to talk with us at the Bluebird Marketing Lab about conducting a website audit, contact us today!
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