You have a beautiful website up and running, so why should it not be working? Maybe because you sell very little via the website, it does not generate new leads, and the readership is low, even though you regularly publish new content. So what is going wrong?
- Lack of value proposition. A good website must tell the visitor in a short time what they can expect and how it can help solve their problem. Ideally, it is good to specify why it can be better here than elsewhere, ie., it is a unique value proposition. Why trying to achieve this, always remember: People are lazy. Do not expect that they will dig information on each page of your site.
- It does not tell people what they should do. There is no clear call to action. However, always inform them in advance what will happen when they follow your instructions. Or where the required click takes them further. Otherwise you create uncertainty, which only harms conversion.
- Too many calls to action. If there is an option to subscribe to a newsletter, read a new article, and buy the products - all in one place - it leads to confusion. It is important to ask people for only one thing. Therefore, make sure to set the priority in advance. It should be dominating the page.
- User unfriendliness. A good website must be intuitive as a supermarket, where you regularly go shopping. If there is no butter in the dairy section, you will be annoyed. Use the same logic on the web.
- There is no reason to believe you. The actual description of benefits is the first step, but people will have to believe it. The best way to create trust is by using testimonials from satisfied customers. Another option is listing quality certificates, a refund option, an icon guaranteeing secure payments on the Internet, and alike.
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