10 Reasons A Website Fails To Perform

You’ve taken the time to finally build a website, and now it is online. Months go by. Maybe you get a few visitors now and again. Maybe you land on the search engines. Mostly though, it just sits there. Is the website you paid for pulling its weight?

A website is a tool and can be of significant help to your business. It can cut a lot of time you put into giving information to customers. It can answer questions and perform tasks for you. Find out where websites fail to perform and how you can figure out where to make it better.

1. Undefined Website Objectives

Some sites try to do way too much at once, or worse, they have no definable purpose. Many provide no clear objective. A site can do more than look good and flashy and have your contact information.

Websites can be informational, storing content and articles based on a topic. Sites can run eCommerce solutions that help you with your sales process. It can also generate leads, asking customers to fill out forms with their information and interests. It can also be a hybrid site, with mixed purposes, like offering a free ebook or free access to information (informational) in return for contact information (lead generation).

Defining the purpose of your website gives a clear direction to your customers. Where should customers arrive when they find your website? Where do you want them to end up? Using a clear path and clear objectives, you can lead them through your site, your products, and your information, depending on how you need to sell your products. Not all products or services can be sold directly in an eCommerce situation. Maybe you prefer just getting to know your customer a bit more, and being able to forward marketing materials, so a lead generation type of site might be more suitable.

Assign a secondary objective. Maybe after visitors sign up for free access, or an ebook, they are encourage to ask more by contacting your sales reps, or perhaps they can make a direct purchase online. Use a clearly definable call to action. “Email for more information.” “Clíck here to sign up.” Tell visitors where to go.

2. Unidentified Target Audience

Demographics have been used in marketing for generations. Marketers use the information because it works. Knowing who your audience is defines the purpose to your website and calls out those who qualify and would be interested in your products. Marketing is the one area where discrimination is actually a good thing! You don’t want to waste the marketing dollars that draw people to your site who won’t need your products in the first place.

Get to know who your clients are. Are they male or female? How old? Where are they located? What do they do for a living? Habits, income levels, preferences, they can all be discovered with a quick email, phone call or have your current customers take surveys and help you figure out what your clients want.

3. Building for the Wrong Audience

Your site can have a purpose and a select audience, but if it doesn’t appeal to audiences, they tend to go elsewhere. Finding preferences is only the first step. Once you figure out what your demographic is, it is time to find out what appeals to them, and use that to your advantage. It could be something as simple as site colors and images, to where and how they prefer to use navigation systems and the type of content presented.

Maybe you need simple content, easy to read and understand for younger audiences. Perhaps you need something a bit more technical for professionals. You can even see if you need to add features for those who are visually impaired. Paying attention to your demographic and their preferences can mean building your website around their likes and getting more responses.

4. Oblivious to Web Traffic Sources

A link on a Harry Potter fan club forum to your website can bring in traffic, but does it really bring in the right customers? If you’re not directing traffic from sites relevant to yours or where a matching market exists, you might end up with empty hits to your website. It looks pretty on stat pages but it doesn’t really do anything.

Refocus your efforts on search engine optimization and focus on keywords that do fit, not just what might be popular. You can plan the sort of traffic you want and focus your outreach efforts on that. Planning your search engine campaigns can make them more effective, bringing the right customers to you. You don’t need 1,000 random visitors a day, when 100 qualified visitors will do.

5. Underestimating the Competition

Who says you can’t grab ideas from your competition? Find out what they are lacking and draw customers to your site by adding more features and information. Your target audience is searching the web for your product. Don’t let your competition become more appealing.

Understand your competition by observing their sites. Where are your competitors linking? Where aren’t they? What designs do they use on their site? Does your target audience like that type of design or do they want something better? Figure out how to improve your site and make it better than your competition.

6. Poor Site Communication and Inconsistency

If you’re building a website, is one page orange and another blue? Does one page have your logo and another doesn’t? People love consistency.

Does your content and images display the right message? Your website might have pretty pictures of your children, or a fun story about what happened to you last Christmas, but is it really what your customers want to know?

Skip the personal info, unless it’s relevant and your audience wants to hear about it. You also need to make sure you present your brand in its best light, and consistently give visitors the same presentation every time and on every page. Let your brand stand out.

7. Outdated and Antiquated Site Features

Out with the old. Check your site for old content and images and delete them. Remove old links that go nowhere too. Forget pop ups and old methods of keeping visitors around. Content is great, but if it’s so old that it’s irrelevant, you’ll lose respectability and your expert status.

Stick to new information. Don’t be afraid to get rid of old articles and delete old images. Do an update on your site features, like navigation systems and contact forms.

8. Poor Overall Site Performance

You’ve plastered all there is to know about you on a few pages. Is this the right way to do it? Maybe not. Yes, you’ve given them something to look at, but you have to remember, your time to impress people on the Internet is limited to just a few seconds. Long passages of text, lengthy forms, even poorly constructed or confusing navigation can slow people down, which leads to people leaving.

Making your website flow is all about making your site easy to read, easy to browse and easy to find what you’re looking for. Include a search function, highlight popular pages, and make it simple for people to give you their information. Start with short forms, only the essentials, and a few simple questions. You can get more info later.

9. Lack of Commitment

When was the last time you updated additional information to your website?

Remember those “Website Under Construction” images from the early years of the Internet? Over time, people have learned those images are pointless. Your website is ever evolving, ever needing updating. Your website is isn’t ever finished.

You must make a commitment to update information and to improve interest in your site from visitors. It could be as simple as updating a blog once or twice a week, or updating about sales and special events. Give visitors something to come back to, and let them turn into regular guests.

10. Not using an Experienced Web Firm

You do a good job with what you do, and a good business and website owner knows when to call for help. Maybe you’re okay with writing content, but you need help with creating navigation and setting up forms. It’s okay to ask someone else for help, either with a few pages, or for the entire site design, and leave it to a professional.

It also saves money and time getting someone else to do the complicated things for you. Are you spending weeks on figuring out a web page design set up when it takes a professional a few hours to produce? When you’re in business, you consult with professionals who will help you build a better website, develop methods of search engine marketing strategies, and find out how to appeal to your target audience. You save tíme, money, and plenty of headaches.

The Ten Principles of Search Engine Optimization (SEO)

1: There are No Rank Guarantees. (Period)

Search Engines alone control their indexing and ranking algorithm. Do not try to trick Search Engines. The only way to improve your search engine rank is by playing by the rules. And the rule is very simple: make it logical. Web content is primarily for the site visitor and not crawlers. If your Search Engine Optimizer sold you magic “Top rank on Google in 10 days flat”. Forget it. There are no short cuts. Top ranking in Search Engine Natural Results will take time. Hard work is imperative especially in developing the content on your website and the links to your site.

2: Ranking is Not the End, It’s the Means.

Ask yourself what will a top search engine rank get you? Most businesses are interested in increasing sales on a website or at the least driving qualified traffic. Ranking for the right keywords (keywords used by your target audience) is important. There are SEOs who will try to show case results for keywords that occur only on your website. Beware such gimmicks.

3: Know Your Competition.

“Rank” is relative position and more so in the Search Engines’ natural results. How well you do in the search engine results is a function of how much hard work you have done in relation to your competition. Analyze your competition’s keywords, links, keyword density and spread, but be sure not to copy your competition.

4: Use Search Engine Friendly Design.

A search and visitor friendly design is a must for any successful website. Your website should be compelling enough for repeat visits by search engines and potential customers. Make sure you have search engine friendly URLs and avoid those long URLs with query strings.

5: Select Keywords that are Worthy.

You must research your keywords before targeting. There are tools that give you a good idea of a keyword’s search potential for example. It is important to know the number of searches for a keyword in the last month, last 6 months and last year. You should also find out the number of web pages that are targeting the keyword. It is advisable to start a campaign with keywords with moderate competition and a high number of searches.

6: Write Great Content.

Even if your website site is technically perfect for search engine robots, it won’t do you any good unless you also fill it with great content. Great means it has contextual and editorial value. Great content brings repeat visits and increases the chance of conversion. Great content is factual and appeals to your target audience. Your web page should have your desired action embedded in the content and you must ensure that the content is fresh. Keep adding and editing content regularly.

7: Use Good Hyper Linking Strategy.

Hyperlinks make your content accessible and contextual. You must hyperlink in the right context within the website and to other websites. Good links are appreciated by the Search Engines and by visitors. No one likes to be taken to a mall selling “Macintosh” when shopping for “apples”.

8: Write Relevant and Original Meta Content.

Meta content is like a business card. Just as your business card tells who you are and what you do, Meta content tells the search engines the relevance and context of a web page. Resist the temptation to include everything in the Meta content, but make it detailed. Confused? The idea is to include only what is relevant to the page in the Meta Content but to include everything that is relevant.

9: Acquire Relevant Links.

The links you acquire are the roads to your web page for search engine bots and visitors. Good links improve your webpage’s equity on the World Wide Web and bad links make a dent in your equity and credibility. Be selective in reciprocal linking. Both reciprocal and one way links work, if you are prudent in selecting the links. Submit your website to the relevant sections in relevant directories.

10: Consult Experts, If You Need To.

If you have the competence, there are two ways to learn – learning from your mistakes and learning from others’ experience. You can choose either. If you have the time and can wait for the online dollars, do it yourself. If you want to get started now, it may be useful to consult the experts.

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Advertise Your Files With 4Shared! Traffic Will come To You!

It is been a very long time since I posted in this wordpress blog of mine. I have busy time moderating my other blogs. It is really not an easy task to blog and to be a teacher. It is not a good combination. Today, I just want to introduce 4Shared.com to you.

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I was searching for song today online and I stumbled upon a site called 4Shared.com. It is an awesome site where you can download mp3 and video, in one simple click. Of course the files are from users, thus came the name 4shared.com. If you notice, I’ll put up their site banner on my sidebar.

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