We often blog about SEO here and about how to get traffic to your website. That's often a big hurdle to jump over. But what about if there is traffic but no sales?
You might start to wonder what's going on when you look at your website statistics and wonder why you see traffic but the phone isn't ringing or you're not getting any sales on your website. There is a wide variety of things that could be going on. I'll try to cover some of them here.
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Content is definitely king, right? People are generally searching for something when they are on the web. They start at Google and want to find a result. Quality content that answers their questions will rise to the top of the search results organically (a topic for another post maybe). Well, that's Google's goal anyway. When a search engine spider makes it to your site and crawls content, it's not looking at the design. It doesn't read text embedded in images or doesn't even rate the design of the site at all. It just reads text. So what if, when people get there after Google tells them it's a great result, they find that the page is ugly or looks too hard to read? They bounce right off the site usually or the bounce rate could be very high.
It's not only the graphics part of a website that is design. Layout of text is hugely important. The text on a page must be scannable. People are looking for something, so help them find the answer.
The use of heading text, bold text, bullet points and even paragraph length all goes into making a page's text scannable or not. They might not want to read your first few points but might find that your third or fourth point on a page is what they're looking for. Make sure it's easy to find.
And, yes, if the website design is ugly or out of date, then that could very well affect the bounce rate as well. Time for a new design?
How Much Do You Give Away?
This one's interesting and a very simple point. If you say too much on your website, then why would someone have to pick up the phone to call you. This is especially important if you're selling services.
If you have good sales people or you're good at talking to people, then you don't want your website to tell the whole story. Hold some of it back so that there's a reason for them to pick up their phone and call. Phone use is on a decline, I've heard. People are texting more now. Getting on the phone is almost seen as inconvenient now in our society and that makes getting them to call you an even tougher task but you have to do it.
Website Design Madison WI