Analyzing your website’s performance is an important part of growing your business. Without continuous improvement, you will lag behind your competition and lose out on potential business. I grew up in a household that taught me if you’re going to do something, you may as well do it to the best of your abilities. With that in mind, we are going to look at several reasons why your website isn’t performing well.
Your Content Isn’t Search Engine Optimized
If you’ve read any of my other blog posts, you will quickly find out that search engine optimization (SEO) is one of the biggest keys to having a successful website.
By optimizing your pages for search, you will maximize the chances of users finding your content. This is key to web performance, because if no one can find your website, it’s no good. This alone could be a big reason why your website isn’t performing well.
If you’re unfamiliar with SEO, check out my post on 50 Essential SEO Terms Explained. It’s a great starting place to learn terms related to Search Engine Optimization.
Your Website Design isn’t Mobile-Friendly
First of all, making your website mobile-friendly is important to Google. As of 2017, mobile devices account for 57% of all web-traffic. That’s a very significant percentage, and the number of mobile users has only grown.
Have you ever visited a website on your phone only to realize that nothing is legible unless you zoom in or constantly scroll to see content? There’s nothing more frustrating for users than having a bad experience on a website.
We want users to like our website and one of the best ways to do this is to make our website mobile-friendly.
Load Times are High
What’s this mean?
That the slower your website is, the more likely a visitor will hit the back button before checking out your content.
Ideally you want your pages to load in under 2 seconds. That may require a bit of work, but it’s definitely worth the effort.
Check out the Google PageSpeed Insights tool to test your website’s loading times.
Your Website’s Goal Isn’t Clear
Creating a clear path for user’s to take is a key element for improving your website’s performance. This creates a scenario where visitors do not convert into customers.
Ideally you want to create a clear path (or call to action) the moment that a visitor lands on your website.
Take a moment to think of the purpose of your website.
What’s the goal? What do you want users to do?
If the goal of your website is for people to contact you, make it clear. If it’s to buy a certain product or service, make it clear. The easier it is to navigate your website, the better.
My suggestion is to get feedback from several people who have never used your website. See what kind of responses you get, and implement changes where necessary.
You Haven’t Updated Your Content in a Long Time
Old content usually isn’t relevant anymore.
If users are trying to find content, services, or information that is up-to-date and they see that your website has information from 3 years ago, chances are they will bounce.
By keeping your content fresh you will mitigate the chances of this happening.
You Aren’t Collecting Emails
Are no lead being generated through your website? That’s a big problem.
You have to make it easy to generate leads from your website.
Are you curious about how to capture more leads on your website?
So, if your website isn’t performing well, which of these changes can you implement?
Let me know in the comments below!