You’ve prepared the perfect business plan before quitting your job to start an independent business. Your market research is unequivocal; you know your services are in high demand. You’ve identified your audience, and you even know the demographics like the back of your hand. You’re far better prepared than most independent professionals. You’ve invested time and money in developing your way into the market.

So, if there’s one mystery you can’t explain is why your website isn’t driving any lead. After all, you know that your target audience needs someone just like you. You’ve set the bait online long ago, and still, nobody has gotten in touch. If the situation sounds familiar, there’s one crucial question you need to tackle before giving up: What is wrong with your website?

It lacks branding consistency

When you launch your business, you need to create a business image, aka a brand to differentiate your activities from your competitors. Your brand acts as your business identity. If you’ve found a contractor to create a logo, you need to understand that your logo is only one element of your brand. There is more than one factor to consider to create a consistent brand experience for your online visitors. Indeed, keeping the same logo throughout the website is an obvious strategy. But have you considered your color scheme and your style across your platforms? While it’s easy to maintain the same identity for content pages that are created at the same time, you need to ensure that your social media posts and blog articles – which are a continual work in progress – stay faithful to the brand. You might find it helpful to write style guidelines, which you can refer to when you’re working on future content pieces.  

It’s not built to convert

Your website serves one specific purpose; it needs to generate prospects – who can then become clients. Consequently, your site needs to be focused on designed a conversion path to accompany and encourage visitors to get in touch or perform a positive action. However, without the expertise of conversion specialists, such as a CRO agency, it can be difficult to define the appropriate converting funnel. Conversion experts can help you to not only gain a better understanding of your metrics but also transform the design to match your business priorities. When the page isn’t built to take visitors to the next step, your site becomes pointless.   

Ain’t nobody got time for that

A site that takes ages to load isn’t doing you or your visitors any favor. The average attention span online is shorter than a goldfish’s, meaning that is your site can’t load within a handful of seconds; most visitors are going to drop off. When it comes to websites, slow and steady never win the race. Unfortunately, the abundance of DIY platforms and tutorials has given the uneducated amateur access to content management systems, leading to costly mistakes. As a rule of the thumb, a large volume of unoptimized images can slow down your site. Additionally, adding tracking codes in JS can lead to incorrect implementations, which can also affect loading time.

A site that doesn’t convert is too quickly criticized for its content quality. In reality, nobody cares about your content if the site struggles with brand consistency, conversion paths, and loading time. In short, check the site health before you evaluate your content.

Contributing Author