Sometimes you just can’t see the wood for the trees…
For example, my first ever website audit client came to me because she was desperately looking for help with their website they had set up a while back (not by me, may I add). She was selling baby clothing online. All lovely quality brands, some fab ranges and a good selection of styles.
“My website’s not working…nobody is buying…I need to consider shutting down my business and getting a job at Tesco. I’ve spent thousands on my website and I’ve not made a single sale!!”
No sales? I knew something big was fundamentally wrong here.
At first glance at the website, my instinct confirmed it.
Whoever had designed her website had no clue about building it with a sales or marketing strategy in mind. In fact, I would go as far to say that at no point had there been a discussion about marketing between the web designer and the client.
That was mistake #1.
You can’t just build it and expect them to flock and buy. The internet just doesn’t work like that anymore. Without a solid strategy behind you, there will be little traction, if any, to get the traffic driving and sales rolling.
As I delved further into the website, there were a number of other glaring pitfalls. Other than the fact that the shopping cart wasn’t configured properly; meaning nobody could actually fulfill their online sale even if they wanted to; I compiled a list of other problems with the site.
Here are the top mistakes I com across when carrying out website audits for clients:
1. Opt-in: every website needs an opt-in, that is an opportunity to collect email addresses. No longer is it enough to ask people to sign up to your newsletter, you need to be offering something juicy that visitors will be willing to hand over their email address for.
2. Pixel and Analytics: without both the Facebook Pixel and Google Analytics code installed properly, it will be very difficult to analyse traffic and make changes down the line based on what your site visitors do, or re-target existing site visitors with targeted Facebook ads.
3. Navigation: if the user doesn’t instantly know where and how to navigate your website, they will simply click off. Up goes your bounce rate. Down goes your Google ranking.
4. Contact details: essential for any website, if these aren’t accessible, it can be be very off-putting for a potential prospect or customer, and may look like you have something to hide by not displaying them.
5. Know, Like & Trust: your potential customers need to get to know YOU, so building the know, like & trust factor on your website is a huge deal these days.
6. Social proof: you need to be tapping into social proof wherever you can; reviews, testimonials, social media followers, the list is endless. This can make the difference of a visitor taking the next step in becoming a customer or going to your competitor.
In all, I have a checklist of about 100 variables, all of which can make or break a website’s success!
I’m on a mission to help as many people as possible get their websites working for them, where I walk them through their site, give suggestions for improvements, how to increase conversions, what’s missing, what can be removed, SEO advice, etc. If you feel like your website just isn’t bringing in the number of enquiries, sales or bookings that you’d like or you deserve, just send me an email and we’ll get you booked in.
If you feel like your website is doing just fine, good work! (Was it designed by me by any chance..?!). Don’t forget to join me in Jab Academy for various tips and advice to help you master your marketing and grow your business.
You may be wondering what became of that first website audit client?
Well, we worked through her site, made the appropriate changes, put together a solid marketing strategy with some SEO, and hey presto, she was in profitable happy-land! She eventually was able to sell that website and used the cash to fulfill her lifelong dream of training to become a midwife (but that’s another story!).