Why your website is not performing and how you can fix it

Ever wondered why your website is not performing? Read more about how to fix it here:

The change in the media landscape has brought a whole new range of ways that businesses market their products and services but the priority for most is still for their website to achieve page 1 ranking on Google (you don’t hear people talk much any other search engine!) – this is still the priority. To achieve such rankings requires a combination of factors and for your site to be fully ‘optimised’ for the search engines.

HOWEVER, all the search engine optimisation (SEO) in the world won’t work if your company’s website is falling by the wayside in terms of relevance, content and response times.

 Why your website is not performing and how to fix it

1 My website has low traffic (visitors) and delivers little or no enquiries:

Companies strive to achieve high rankings for their website but the goal should really be for it to generate relevant enquiries. If your website isn’t delivering enquiries, it could of course be because it can’t be found in the search results but first, you need to address the reasons why it isn’t generating enquiries before you worry about where it ranks in the search engines.

If you want tens of thousands of monthly visitors so your website analytics report looks healthy for your end of month board meeting, ask yourself, ‘what do my website visitors do?’ – If traffic is soaring and orders are staying the same, something needs to be addressed. You could have hundreds of visitors every day but if they’re not doing anything when they get to your website and your enquiries aren’t increasing, it wouldn’t have mattered if there had been just 1 visitor.

It’s time to get your house in order. Here is a series of questions to get you thinking about what needs to happen to improve your website:

  • Is my website a good representation of our offering (products or services)?
  • Is the content up to date / relevant/ current? (When was the last time you updated it?)
  • What do I want my visitors to do? (What is the purpose of the website? Is it clear?)
  • Is there a clear call-to-action? Is there something to tell / guide visitors what to do next?
  • Who am I trying to target and are the messages clear?
  • Is my site optimised for the search engines?

Your website is one of your most important marketing tools and this is where first impressions really do count. Don’t allow your customer to make assumptions about your business / your brand because of a poorly designed or untidy, out of date website.

This doesn’t mean you have to spend the earth on a new one but ask yourself, ‘does my website reflect my product / service offering the way I would like it to?’. If not, you can make simple changes to get it to a happy place via your existing platform, if you have access to the content management platform (CMS).

Alternatively, you can invest in a new website but the messaging and content need to be addressed on the new platform, otherwise it’s like just mutton dressed as lamb. If you go with a new website, think ‘fresh content’, new start!

  1. My website looks great, has high traffic but doesn’t deliver any enquiries

If you have a website that is performing well and receiving high volumes of traffic (visitors) but yielding few enquiries, you need to take a step back and look at your website content. Ask yourself:

  • Is the content relevant?
  • Is the website updated regularly?
  • What do I want visitors to do when they get to my website?
  • Is the messaging clear?

There is a chance that your website is highly optimised (SEO) for the search engines but when visitors land on the site, they don’t find what they were searching for. If this is the case, you will notice a high ‘bounce rate’ in your website’s Google Analytics. A high bounce rate is when a visitor lands on the site and leaves immediately after which means they either found your phone number in the header of your website and called you (fingers crossed) or what they were searching for isn’t what was on the page they landed on.

You can quickly get to the route of the problem using analytics to establish which pages need improvements. Address the relevancy of the content in line with the SEO for that page. Make sure your content aligns with your SEO and that you have a strong call-to-action on every page to get your visitors to do something when they get there. They weren’t searching for ‘blue plastic flugelbinders’ for no reason! Give them a page with ‘blue plastic flugelbinders’ and show them how to buy them from you.

  1. My website looks great but is nowhere to be found in Google search results

Aside from Ad revenue, Google’s number 1 priority is to make the user experience a positive one. Developers have spent years refining the way the search engine works to deliver the best results for its users.

While the most tailored search results deliver the best experience for the individual, the changes made by Google to refine this process causes headaches for companies around the world.

Changes to Google means changes to algorithms (the criteria that web companies and Search Engine Optimisation (SEO) companies need to adapt to and adhere to in order to ensure the websites they manage perform well for search).

There really is no ‘one size fits all’ when it comes to SEO and your beautiful website, may have cost you pennies or thousands but without further adaptation, attention, content updates and tweaks to your SEO, you can soon expect to find yourself somewhere near the bottom of page 4 or 5 of Google (at best).

If you move with the times, keep on top of quality content coupled with a robust SEO strategy and make the necessary changes to your website, you’ll stay ahead of the game and your beloved rankings will not suffer.

Ditch the self-proclaimed ‘SEO guru’

If you are working with the ‘King of SEO’, the ‘guru’ (oh, please!) you may have been promised the earth in terms of rankings, all within particular (most likely ‘short’) time frames. Please be aware that the organic search results on Google (the website listings that appear below the adverts) come with NO guarantees and there is no ethical or sustainable way to get your website to page 1 in a ‘guaranteed’ time frame, unless you pay for Google Ads! Steer away from the sharks that promise guarantees in terms of any form of rankings, whether that be positions in the results or how quickly they can achieve them for you! Any reputable SEO provider will explain what Google recommends in order for your site to perform well in search results and will manage your expectations as far as rankings are concerned.

The tried and tested solution

The truth is, you need to have a marketing strategy in place and in order for your website to perform well in the search results, this needs to be supported by an ongoing search engine optimisation (SEO) strategy as well as a content plan. (Stay with us!..) In layman’s terms, you need to establish the keywords you want to perform for in Google search results and you need to have a marketing and content plan in place that backs your plan up.  The content you produce needs to align with your SEO strategy to achieve the desired results. High rankings will not happen without decent, regular and relevant content.

Working with a content marketing agency (such as Rise Comms!) will mean that they can do all the hard work for you. They will work with you to refine your keywords and will put together a content plan.

Once you have a plan in place, you can keep the website updated with regular, relevant and useful content that people will feel compelled to read.

Partner with Rise Comms to:

  • increase your online presence
  • enhance your brand awareness
  • improve your content output
  • grow your reach and
  • develop your company’s profile and presence.

We work with companies just like yours to elevate them to the next level. If you want your company to Rise up and be heard, contact us today!