You may not know it, but your website might be hurting your business.
Everything on the internet is about perception. It sucks, I know. You only have a few seconds to really catch someone’s attention, and that’s hard to do when everyone is looking for instant gratification.
It’s even harder when you’re not the only person in your niche looking for attention. So instead of getting bogged down in the “big pond” aspect of running a business, let’s focus on what you’re saying right now.
What message are you telling your audience through your copy, visuals, content, etc?
Is that story cohesive?
Is that story true to you or is it trendy and what everyone else is doing?
I can’t really tell you what your messaging through your brand should be; that’s something you have to work through.
What I want to do is put you in your reader’s shoes. I want you to see your website through their eyes.
So let’s get into some common ways that your website is sending the wrong message to the people and hurting your business:
Outdated information = out of business, unorganized
Listen. We all know that life gets in the way sometimes, and thinking to update your website is probably the last thing on your mind.
However, when certain information on your website isn’t up to date or current, visitors may think that you’re out of business or on a hiatus.
Or that you’re unorganized. Remember, it’s about perception.
Keep your eye on date sensitive information on your website and make sure to update it as soon as you can.
Forms that don’t work = blocked blessings
Whew, this one hurts my feelings.
You are definitely hurting your business if there’s no way to get in touch with you.
I’ve had this happen to me, more so when it comes to signing up for someone’s freebie on mobile and it’s not mobile friendly at all.
It was super annoying and I ended up closing the tab.
You may not think it’s a big deal, but you could be missing out on some great projects when your contact form isn’t working how it should.
Not only are you blocking most readers initial way of contacting you, you’re losing points in the trust department.
Not a lot of white space, everything is jumbled together = unorganized and messy.
I’m a huge proponent of white space when it comes to design.
There’s refreshing something about letting things breathe and giving them the space to speak for themselves.
Some people may see a bunch of white space as being boring, but on the contrary, it’s a signal of professional design.
Appropriate use of white space can make your branding and website come off as organized, fresh, clean, and calm. Think of it as comfortable silence. You don’t always have to speak.
The more simple and minimal your pages are, the louder the images, your work and your copy will speak.
Wrong imagery = confusion & distrust
I think it goes without saying that having the wrong type of imagery on your website is hurting your business.
No one wants to spend money on a product that has one image and it’s low quality.
And no one is going to trust you with thousands of dollars and the only photos on your website are low-quality iPhone pics.
We use images to tell a story, create a mood, and evoke feelings from the readers.
You want the right types of feelings, the right types of moods, and the right story to be told at all times.
So be very careful and selective with your imagery. When you’re just starting out, or are extremely camera-shy, you may not have the time or the want for a brand photoshoot.
Stock photos are a good choice too! I love using Unsplash.com and I have a MOYO subscription that I’m in love with (that is not an affiliate link).
Getting most of my photos from one source helps me maintain consistency when it comes to style and editing.
Overall, find the image style that fits your brand and stick with them. If you have a bright, girly, and bold brand style, then stick with those types of images.
If you’re like me and are more on the moody side, stick to those types of images.
No images of the owner = untrustworthy, brings feelings of anxiety and uneasiness
I don’t care to be in front of the camera on the daily (I think I have a big head lol) so I know the feeling of not wanting to plaster photos of myself on the internet.
However, adding high quality photos of yourself to your website not only lets people put a face to the name, but also gets them to trust you.
People buy from people, not businesses. Show ‘em ya face.
I thought I was pretty camera shy too, but it’s something you’re gonna have to work through.
You don’t have to have a photoshoot every 2 months, but once or twice a year is good to keep your headshots fresh.
So where are the best places to put images of yourself on your website? Your homepage, services and about page.
Why? These are where people learn about you as a person (about page), your business (homepage) and what you can do/offer them (services page).
If you want, you can add an image of yourself to your contact page as well for an extra bump of trust.
You work too damn hard for your website to be hurting your business.
Let me tell you this: your website will never be perfect.
The perfectionist in me is twitching at that thought, but it’s true.
We’re human and that doesn’t mean you can’t make mistakes and you gotta say the right thing every single time; it means that we have to take a bit more time and care into what we put out there.
Your website is no exception.
Take some time today and think of your website through your reader’s eyes. You may find some holes you can fix or ways to make something better.
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Your hot mess of a website is hurting your business. Here’s how to fix it.
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