Website Falling Flat? 6 Ways to Improve It Without Buying a New One
Having a website is very different from having a strong website that actually works.
So what should you do when your website is underperforming?
This can happen to a new site just as it can to an older site. You might think the only option is to buy a new one.
Getting a new website may be expensive…
…so it might make MORE sense to improve your existing site.
There are a lot of ways to improve performance and extend the life of a website without paying for a brand new site.
Here are some simple ways to increase performance without investing time, energy, and money in an entirely new site.
1. Replace Stock Photos
Stock photos are an easy way to get a site up and running. But once that’s accomplished, it might be time to change those images. Professional quality images that directly relate to the business and capture the feel of the brand are ideal.
If the brand is upscale and formal, the pictures should match that aesthetic in tone and style. The colors should go well with the theme, or the photos can be black and white.
If the business is comfortable or casual, the photos should be warm and welcoming. Using color can help create warmth, as can photos of the people who own or operate the business.
Images on the website should be high quality, preferably professional, and unique to your business.
2. Dramatically Simplify the Navigation
Where do most people go on a website? Are they going to the pages that drive conversions for the business? That’s something you can find out in your analytics, and should guide the site navigation.
The top navigation bar should be a single row with only the bare minimum pages linked. It should focus on the main site pages, using footers or sidebars if it is necessary for visitors to navigate to other pages.
3. Add Strong Calls to Action
Websites should not hide objectives on inner pages. These sites exist to drive sales, engagement, or some other tangible outcome. Strong calls to action focus the visitor on those objectives on main pages.
Calls to action should be clear and easy to find.
Using buttons, for example, that direct visitors to sign up for a mailing list or take them to a featured product.
Calls to action can be a little tricky. Too little and the visitor doesn’t see interior pages, too much and the visitor feels bombarded by buttons, links, or demands.
Most websites we see however, could use a lot more calls to action which can lead to increased conversions and sales.
4. Rewrite Copy
Every site needs an occasional refresh of the copy. Copy can be either revised or replaced and the result should center on the visitor
Using the second person narrative voice helps center your copy. Addressing the reader as “you” sends the message that the customer’s needs are paramount. This seems like a small change, but it is a very important one.
5. Add Trust Factors
Trust factors are when other people or businesses endorse you. They build trust because people can hear from other real people (who are the marketing team) who can vouch for your products or services.
Trust factors that you should be adding are testimonial quotes, video testimonials, Google and Facebook reviews, and awards you’ve won for you work.
Before a prospect is ready to spend money with you, they usually need to hear other people review your products and services first. By including these on your website, you can instantly build trust and move your audience closer into a relationship with your business.
6. Get A Website Plan That Includes Free Content Updates
Making all of these changes yourself can be a great way to save money. But oftentimes, they can be a headache to get setup properly on your website or, worse, your website just sits there outdated instead of growing your business.
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