Your customers tell you your website is confusing? The number of unfinished orders scares you? Or maybe, you get way too many emails with questions about how to even buy from your website?
Our clients have been there too. Don’t worry though, because we’re here to explain what’s usually the cause of these problems and what can be done to fix them, so you can earn more and work LESS.
1. What’s your brand all about?
We talked about the #1 question you should ask yourself before redesigning your website in this post, but today, we want to ask you: did you make it clear what’s your brand about at the very top of your website?
There’s a primary space on your website called above the fold. It’s the space you see when you open the site, before scrolling down. This is where it should say loud and clear what your brand does, who is your ideal client and how it delivers value.
Usually, people make a decision to leave or stay on the website within the first 4 seconds, or less. Most of the decision being fueled by visual aspects of the site, since our brain analyses these 10 000 times quicker than text.
If someone lands on your website and doesn’t know what it’s about within that time, they will simply leave. It will be confusing. You can be sure they will not remember your brand and probably, never come back again.
Don’t worry though! Making it clear is easy when you have a strong brand strategy and you’ve got our skills to use visuals to deliver the message beautifully.
2. Too much copy
Every struggled writing copy for your website (or an About page)? We hear you!
You’re tempted to give all the important information there, on the page. But we always advise cutting the amount of copy you already have by half. Usually, it’s more than enough to entice people to click on your services or product page, without cluttering the website and making it more confusing.
Nobody likes to read a long copy if they want to scan a website for information. Only insert more information on pages like a specific service or product.
3. Too much content
Your homepage particularly should be short and interesting, not confusing. It should only contain strategic elements to help you reach your goals. Since every brand is unique and there are different business models, this might mean different things to different people.
That’s why thinking it through will help you avoid common mistakes.
PRO TIP: remove all the elements that are not completely crucial and cut your copy in half.
4. Complicated user journey
Is it really easy to buy from you, or make an enquiry? How many clicks does it require? If it’s more than 3, you should probably re-think the way you do things.
Sometimes it’s as easy as having one page for your enquiry form and link to it right from your homepage. Sometimes, it’s redesigning the way you take enquiries so that the process is streamlined and easier on you and your clients.
Do you have an online shop or a membership site? Make sure your website is easy to browse and the buying process is very simple. Don’t ask for things you don’t need and make sure everything is easy to find.
5. Way too many CTAs
CTAs (Calls to action) can make people want to leave your website. Too many buttons, each of them linking to a different thing or having a different copy can make anyone confused and overwhelmed.
If you want your clients and customers to do a specific thing on your website, make sure to emphasize one CTA or, if possible – only have one type of it on the page.
There are also primary and secondary calls to action, which should look a bit differently and have different priorities. This is really important especially on online shop websites, where we can’t avoid inserting different links. We can make some more enticing, though.
A confusing website is no recipe for booming business but with a few simple changes you can definitely remove this problem and get more sales and enquiries.
Ready to make your website grow your business?