If your website is working, and that’s the best you can say about it, you certainly have the “web problems”.
Web problems are what happens when your website is performing poorly … or not working at all. Unfortunately, this situation happens too often.
Many business owners don’t do their due diligence when selecting a web developer. They see a nice place … nice colors, maybe a lot of flash and some great music … and they decide, “Wow! This is what we want.” Some hire designers to develop websites only to find that the end result is not what they expected. It is not surprising because web developers and web designers are not necessarily the same.
Some of the best developers I know are just that: professionals who develop or build sites. They do the coding and all the back-end work, they make sure the navigation is intuitive and the site works on multiple platforms and browsers. And some of the worst sites I’ve ever seen were created by graphic designers who decided to become developers. Armed with minimal knowledge of what goes into a viable website, the end result is virtually useless any more than as an online brochure.
Fortunately, websites that don’t work can be fixed. Yeah, it’s no fun having to redo a site that you just paid someone to build. But that’s one of the downsides of being an entrepreneur. You are going to make mistakes. Especially if you are trying to save money and work with the highest bidder. Or write your own copy even if you are not a great copywriter. Or if you don’t know the right questions to ask in advance when you are hiring “professionals.”
So let’s look at some fixes for the site not working. What must be done to turn your website into the profitable marketing tool it should be?
1. Can a visitor to your site easily understand what you are selling or offering? Or are the benefits hidden in a lot of hype?
The solution: say what you do. No gibberish. If you offer the most comprehensive selection of scuba gear in the Midwest, say so. Clearly and simply. Both on the home page and on the product page.
2. Is your copy easy to read? Or is it loaded with confusing technical jargon?
The solution: hire a copywriter who can write for the web. Get rid of the formal and grammatically perfect copy. A website is a direct marketing tool. Think one by one. Write the way you speak when you have a conversation with a potential customer.
3. Is the site navigation intuitive or finding information a nightmare?
The Fix: Sit down with a few people who know little or nothing about what you have to offer. Ask them to come to your site and look for some specific items. You will quickly know where there are problems. Get them fixed so a visitor can get anything they need in no more than three clicks.
4. Are the fonts large enough to read without straining your eyes? Or is a small type used to make the site look modern and attractive? Or lots of reverse (white) letters on a dark background.
The solution: don’t make it difficult for people to read your copy. As it is, you have no control over how people’s monitors are set up. So stick with web-friendly fonts in sizes that people can read. And keep in mind that the reverse type is generally not easy to read on displays. Use it in moderation!
5. Are there flashing lights and moving objects that are not particularly relevant to what you are doing?
The Fix: Unless you’re an artist, musician, or designer who uses Flash to highlight your work, Trash the Flash! It’s annoying and annoying … especially on a PDA or cell phone where the download can be slow.
6. Is your contact information easily found on every page? Emails are great, but not when you’re in a rush and hungry.
The solution: simple. Put your phone number on every page – in the header or footer it works. The face in bold and near the top of the page is even better. And if you have instant messaging, put it on too. Make it easy for your customers to contact you.
7. Do the pages appear quickly or is there a delay while the site loads? Few things are more annoying online than waiting for a site to load.
The solution: Make the images smaller and lower resolution. If you can’t do it, a designer or developer can. Also, a developer can check how their site appears on all different platforms using all browsers, in case (let’s say not) this was never done when their site was first launched.
8. Does your site appear quickly in searches? Or are you on page 4 while all of your competitors are in the top ten?
The solution: optimize your site for search engines. This could be as simple as a few rewrites to add more keywords and phrases to your copy. Or by adding page titles. Or bold subtitles. However, depending on how your site was initially designed, it could involve a complete redesign. If you have an older site that was built with frames or keywords that are hidden as graphics, or key search terms at the bottom of the page, or there are no key search terms (yes, it happens!), You will need to have redesigned.
The good news is that bad websites can be fixed. And if done right, web problems can turn into web wonders!