9 Reasons Why Your Website Content is Killing Your Conversions

29 September 2017

A person on a laptop looking at a website

Don’t shoot the messenger, but the content on your website might be doing more harm than good to your company’s conversion rate.

The reason being, customer focused content is now the driving force behind conversion and whether the search engine giant Google considers your site relevant.

So let’s take a look at where your content might be letting your business down, and what you can do to make your website content more customer focused.

1. It’s “You” not me!

We see examples of it everyday, content which is written in the “third person” or in a way that appeals to the company’s senior management team. But it’s your potential and existing customer’s your content needs to speak too.

That’s why the content on your website must always resonate with your target audience and talk about their wants and needs. Plus its worth noting, you only have between 8 – 10 seconds for your content to initially land with a consumer, so make sure you snappily address any potential purchasing objections, and make it clear your product or service is the solution to their problem.

Customer focused businesses are 60% more profitable than those that are still driving brand-focused strategies…
Content Marketing Institute

2. Suspicious minds

As we previously mentioned, you only have 8 – 10 seconds to grab a consumer’s attention, and yet within this very small window you’ve also got to ensure your business is considered trustworthy. One way you can do this is by making sure you clearly display a contact telephone number or email address on your company’s product pages.

For when it comes to creating instant rapport between you and your target audience, a potential customer could see a lack of contact information as a red flag and a reason not to make purchase from your website.

Consumers feel a greater affinity for brands they can make an emotional connection with…
Content Marketing Institute

3. Bad communication

What do you want from a consumer when they land on your website? Is it to make a purchase, sign up to an email newsletter, make a reservation or request more information?

Whatever your websites business objectives, you always need to provide consumers with a clear and instructive Call to Action.

4. Not easy to find

If your business doesn’t consider search engine optimisation, how do potential customers find your website?

Crucial to where your website appears in the search engine rankings, thorough on-page SEO requires time and specialist expertise; however there are a few simple actions you can do to make your website more visible. Firstly, think about what your customers will search for when looking for your type of business. Then once you’ve identified a particular keyword, us this word within your website content and title headings.

As a result of today’s online review culture, positive customer feedback has never been so important. For example, when was the last time you booked a hotel or restaurant without checking out a review site first? Therefore look into ways you can display genuine and up to date product ratings on your website. Plus by smartly engaging with potential customers in a review forum, you’ll be able to promote your website along with pricing, expected delivery times and ways your business goes above and beyond to help its customers.

5. Why are you so special?

When landing on your website the content should clearly explain your company’s unique selling point. This will not only help customers understand the differences between you and your competitors; but also showcase your expert knowledge and give consumers an excellent reason to buy from you.

6. Can’t keep a secret

Regardless of your type of industry, it’s not a good idea to have very technical and wordy webpages. The reason being, consumers tend to only skim websites and don’t want to be subjected to war and peace. Of course there’s nothing wrong with showing your expertise, but you don’t want to bore visitors or giveaway all your trade secrets.

However if your business does require you to give examples of your capabilities, consider writing a case study or white paper and uploading the document to your website as a PDF. Also don’t forget to consider your website’s dedicated Call to Actions, as too much information might stop a potential lead getting in touch for more details.

7. Mixed messages

When creating website content, use a customer focused tone of voice which will resonate with your audience. So rather than sounding like a product pushing, self-promotional business, let your customers know that your product or service is the solution to their problem.

8. Picture perfect

Great website images are one of the best ways to secure a conversion, while bad or large images (which take forever to load), are a sure fire way to turn off a consumer.

Therefore make sure your images are not only customer focused, but are sized correctly for your website.

9. Fresh and exciting

Once you’ve taken the time to update your website with customer focused content, that does not mean you can leave it to its own devices. Content can become very old very quickly, so make sure you regularly check how your web pages are performing and keep any messaging up to date.

So there you have, not only will your customer focused content help drive conversion but also increase the chances of your website being considered relevant by the search engine giant Google.

Of course we appreciate your business might not have the time or resources to rewrite all your website content, therefore if you would like to find out how we can help improve your conversion website rate, please do not hesitate to get in touch.