Website Woes

Is there really any point in you having a website if…

The internet is the place to be!

You are no one these days if you don’t have a website, but don’t rush out and grab any old thing.

Your website should exist for one reason, and one reason only – to sell. If it doesn’t do that, it’s a very expensive electronic brochure.

As a copywriter, I’ve used this blog as a platform to inform and (hopefully) educate people in how to get the most out of their website. But there are still people who don’t seem to get it.

Your website is your online shop window. If you did happen to have a shop window you’d want it to be in full view of everyone, eye-catching, informative and enticing enough to make people walk into your shop.

So why is it that sometimes it all goes to pot when you try to replicate that in a digital format?

Below are 5 instances when your website isn’t worth the space it’s taking up on the internet.

1.    No one can find you

You might think that just by getting a website you’ve made it. There will be a small army of internet surfers landing on your home page. Well, think again. If you haven’t invested in any search engine optimisation, you are not going to be found.

If you’ve spent a small fortune on a very groovy looking flash site, you are going to find it difficult to get noticed because ranking may be tough as Google can’t read flash in the same ways it does HTML.

If you haven’t bothered to optimise your titles or URL and if you haven’t bothered investing in good SEO Copywriting, you’re not going to be found.

Yes, you could pay a small fortune and go down the PPC route, but did you know that 85% of internet users will click on the organic rankings and not the sponsored links?

SEO pays.

2.    It’s all about you

Guess what? I’ve said it numerous times (but there’s no harm in repeating myself – I’m getting to the age when it’s acceptable), your reader couldn’t give a toss about you; they want to know what you are going to do for them.

If your navigation reads like – ‘About Us’, ‘What we do’, ‘Our products’, ‘News’ – they aren’t going to stick around. Your website copywriting has to be about your reader; how your product will help them – think benefits.

3.    Tell them where to go

Don’t hide your navigation in cunning and artistic graphics. You want people to read your website. You want people to contact you. You want people to buy. So make it easy for them.

Clear, simple navigation will make your website easy to use and welcoming. If you make it hard work, your reader isn’t going to stick around.

4.    Stop following me!

I really, really hate those websites that have pop up boxes that chase you around the screen. You’ve probably seen them, they either try to force you to sign up for something or ask ‘Are you sure you want to leave’ – YES, I’M SURE.

They are incredibly irritating. In fact even more so than number 5…

5.    Music and video

I have absolutely nothing against using music or video on your website – it can be very effective. But don’t have it on autoplay.

The last thing I want is either a very s-l-o-w loading website, one that suddenly bursts into song, or one that thinks I want to watch a very loud video.

Why you need to know this

Despite what you may be thinking right now, I am not the only person who thinks this way.

When having your website designed, put your own ego and wishes to one side for a moment and think about what your customers want. After all, it will be selling to them.

So in summary:

•    Get a website that is easily navigable
•    Optimise your titles and URL
•    Make sure your on page SEO (e.g. SEO copywriting) is done by a professional to boost your ranking possibilities
•    Put an SEO strategy in place
•    Make sure your website addresses your reader and sells them the benefits of your product
•    Resist the urge for annoying gadgets no matter how ‘cool’ you might think they are