3 Reasons Website Fail
Every day an estimated 140,000 websites are launched, but 99 percent fail within the first six months. Most of them fail to communicate accurately the fundamental principles that demonstrate their unique potentials. We've all been to a site that was visually unappealing and confusing to navigate. Few websites tailor the experience to the visitor's digital body language. Most offer noncontextual content then tailor their marketing strategy in a similar fashion. The myth is that you can just pay a company to run AdWord campaigns or perform SEO and all is well, but it's not that simple. We call that, death by 1000 clicks. Even well establish brands finds themselves at fault..
1) Being too generic
Personalizing your site begins with a unique domain name, branding style, and the experience your website offers visitors. Never be afraid to showcase your uniqueness by boldly emphasizing or establishing your brand's character. Whether you are marketing a new business, promoting your website or boasting your new app to potential customers, you need to stand out and be memorable, while capturing and holding visitor's attention.
Keep in mind that your visitors have an increasingly short attention span, so you’ll need to capture their interest quickly by Speaking directly to visitors in the second person instead of launching into an introduction to your company. Anticipate that visitors are likely to scan your site instead of hanging onto every word, so leave ample white space between brief sections of content making it easy on the eyes.
Your first mistake usually happens in the ideation stage where you gather the information your developer will use as a guideline. Most people search the web for websites they like, copy its layout, page content and send them over to the developer. Wouldn't you agree that's wrong? Sure you must do your research by visiting your competitor's website to get an idea of what they are doing or not doing and formulate your website to outlast their's. It's a thin line between being a copycat and doing research.
How to avoid being a copycat?
- Ensure your Website represents your business goals not their's
- Be sure your site's content send a diffrent message
- Do you find yourself smiling about the similarities your site share with theirs? If yes, Change it!
- Ask yourself, Am I using color combinations I like, or those seen online?
- Would you be proud calling it your own?
2) Not knowing your audience
Before any aspect of your site is developed you need to know who you're targeting. When we ask most clients to define their targeted audience most answer, everyone. Sure, wouldn't we all love it if everyone buys our product? But sadly, that's not the case so your content must address your targeted audience.
Jayson DeMers said it best,
creating a content strategy without a clear understanding of your audience is a bit like setting a boat adrift without navigational tools. You’re out there and you’re taking action, but you’re not working toward a specific goal. These are the situations that marketers dread: huge amounts of time and money, without a clear potential for good ROI.
We know how to reach an audience. Look how far we've gotten you to read.
3) Trying to do too much
A cluttered website is a poorly design website. Many over-do it by providing too much information on the homepage. The best websites are oftentimes the simplest. It should clearly describe what you're about and what you would like the visitor to do next. Your sites should speak like a human, not a corporation, don't sacrifice clarity for cleverness. Example: A headline that reads "What can Big Bucks Technology do for you," is asking visitors a question, not providing a clear message or call-to-action.
A good design website tells visitors what they can do for them not ask. Being too clever leads to confusion. Being clear leads to credibility, a conversation then conversion. The goal is simple: to get visitors to make the next logical step. If you give too much useless information they will only hit the back button when your goal is for them to move forward.
Posted by Dwayne: July 19, 2016
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