Why Your Web Site Sucks

Ship Wreck, Fraser Island by NeilsPhotography

Ship Wreck, Fraser Island by NeilsPhotography

A web site without a goal is like a rudderless ship. You have no idea how to improve the site, you have no clear vision of the site’s purpose and you wind up throwing money into a hole that adds no value to your business. Your small business website needs a goal – preferably one in line with your company’s goal. And, what is your company’s goal? I’ll go out on a limb and guess “to make money.”

Most small business websites don’t achieve this goal. In the rush to get a site live, make it attractive and fit the needs and desires of the business owner, the whole purpose of the site can get lost. When planning your small business website – whether you’re launching it for the first time or working through a redesign – you need to start with this goal, figure out how to measure it and plan all improvements and tweaks to your site with the purpose of achieving this goal. Being able to measure how well your site is achieving its goal is the most important indicator of the success of your site.

This measurement is called the “conversion rate”. You can calculate the conversion rate by dividing the number of people who have converted into customers because of your site by it’s total unique visitors.

But how can you tell if someone has converted?

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Your Website is Your Hub

Your business website is your hub – the center of your online marketing universe.

When you’re spreading the word about your business online, all roads must lead back to your website. Tweeting all day, building a heavy Facebook following, even handing out business cards at a trade show – if they don’t lead […]