Why Many Websites Fail
You have successfully build your long-awaited company website. According to you, great design, great colors, easy to navigate. You think it is perfect.
But after three months you realize there is a problem, your perfect website hasn’t brought in any customer. Instead, you are spending money and time on its upkeep, hoping and expecting that everything will work out.
More than 80% of new businesses face this problem. We have been there as a company. It is painful, even more, when you run an internet-based business because getting new customers will be dependent on your website.
While doing leads generation for our company, I discovered a lot of people abandoned their websites because they could not find a way to use it to generate income. You will be out of business if you run an internet-based business and face the same faith.
So why do many websites fail?
Why many websites fail boils down to one simple thing: strategy. A website is a digital product. Every digital product is supposed to meet the market needs and the overall purpose of the product. Building a website without a good strategy is like trying to empty an ocean with a cup. It is is the same thing as not having one at all.
To address this issue, let’s start by asking two questions:
- Who is your customer/userbase?
- What is the overall purpose of your website?
Who is your customer/userbase?
- How old are they?
- What is their interest?
- What is their gender?
- Where are they located?
- What is their income status?
- What do they do for a living?
- What language do they speak?
- Where do they spend their time online?
Your customer/user base should be the first thing you know before you build your company website. You have to ascertain their demography. Demography includes gender, age, location, language, income status, etc. Failure to answer the demography question has resulted in a lot of useless websites. For instance, you or the company/freelancer in charge of building your website might ignorantly build a website for an older population when your actual target audience is young people.
What is the overall purpose of your website?
Is your website meant to sell?
Is your website for display?
Is your website informational?
Examples of display websites are museum websites, art galleries websites, etc. Examples of informational websites are websites for libraries, research websites, etc. For this article, let’s concentrate on “websites meant to sell.”
A website meant to sell has only one objective: and that is to sell. From design research, design, and build, selling should be the core objective when carrying out these activities. Most freelancers or companies that build websites have little or no clue about this topic. They build “website meant to sell” like display website or informational website and vise versa.
Your users don’t care or know the worth of those fancy colors, sliders, animation. They care more about how to navigate your website seamlessly, understand your product, and make a seamless purchase or achieve their goal (like booking an appointment). Give a second thought to anything on the website that could affect these activities.
For instance, older users will have a hard time navigating a website with too many animations, steps, and scrolling. If they are your target audience, you have to make your website as simple and direct as you can. Every userbase is distinct, and for that reason, their website should be distinct as well. The average freelancer or company only cares about the paycheck and won’t take the stress to do this or even tell you. Why would they bother when they could recycle the same old template that has been used for a hundred clients or more, thereby saving time and money for themselves.
Now that you have known your userbase and the overall purpose of your website. Let’s talk about the other strategies that bring in the money.
Search engine optimization (SEO) strategy starts from the first line of code on your website to on-page and off-page SEO. Billions of people are already searching for your business or related keyword online. How good your SEO is would determine how many shares of the searches your website will get. SEO provides an opportunity for startups and new businesses to generate income through their website with huge, little, or no capital.
Marketing encompasses everything from SEO, SMM, SEM, and Leads. We have already talked about SEO. Let’s have a little chat about the other three and how important they are in helping you make sales on your website.
Social media marketing (SMM) is the cheapest and easiest way today to get customers for your business. Not everybody will have the patience to use an organic method like SEO that takes time to yield results. With good research and campaign setup, you could start making a profit for the business you launch the same day. How amazing is that? Depending on the kind of business you have, Facebook, Instagram, LinkedIn, Snap, and now Tik Tok are some of the best SMM platforms.
Search engine marketing (SEM) is considered as the best digital marketing strategy if deployed correctly by many marketers. Remember the billions of people that are already searching for your business I noted earlier? You will have a better chance of converting them into your customers if you already have your ads on Google or other search engine platforms like Bing. Here is how it works: When I user come on search engines like Google to look for a service or product to buy, Google or that search engine platform will prioritize showing them websites of companies that have ads on that keyword or a related one. So basically, what you will likely see on the top page of any search result are ads. See the image below for reference.
In summary, no strategy is equal to no website. The next time you or anyone you know want a website, make sure you request for clear strategies from the freelancer or the company responsible on how to achieve your overall goal. You will see that a lot of them won’t want to take responsibility because they are not sure or can’t place numbers on the value of their services, and they only care about the paycheck.