What to do if your site isn’t meeting your goals

On Monday, I wrote about how important it is to set measurable goals for your website. Knowing if your users are doing what you want them to do is important to knowing if your website is working for you. So part two of this is, what do you do if your users AREN’T doing what you want them to do?

Check your analytics
You need to have analytics on your site to analyze if it’s working. For example if you aren’t getting conversions, it can help us find out why. The first thing to look up is if you actually have visitors. Is anyone coming to your website? If not, then you need to figure out why. If you do have visitors, then we need to figure out why they aren’t contacting you.

If you aren’t getting visitors, then you need to assess your marketing and search engine optimization practices. Why aren’t you getting visitors? Are you sharing on social media? Did you submit your sitemap to Google and Bing? Did you optimize for search engines? Have you done any marketing?

But what if you are getting visitors and they aren’t contacting you?
This means that something else is going on. Usually it means that people are getting to your site, but not finding what they need. So ask yourself what your demographic is looking for. Now look at your homepage… is it abundantly clear that you can solve your visitors problem if they contact you? If someone lands on your site, there’s usually a reason but if it’s not immediately clear you can help, they’ll leave.

Is your contact information readily available?
Can they see your phone number and contact information? Do you have a form they can submit. I’ve had clients say to me they don’t want a form, because they themselves don’t like filling out forms. But in truth there are three different kinds of people in the world… there are the people who want to call, the people who want to email, and the people who want to submit the form. Don’t eliminate one of those groups based on the group you fall into.

Do you have a clear call-to-action?
Have you made it clear to your site visitors what their next step is? Do you ask them to call you in big bold letters? Don’t assume they’ll know what to do. Hand hold and guide them to that next step.

Does your website help establish credibility for your business?
Consider this, your website is often times the first impression you make on someone. Is it good? Is it professional? Does it answer the users’ questions, provide the right information, and allow them to easily make contact? If your website looks cheap, homemade, or is confusing, then you aren’t establishing yourself as a professional. If you aren’t getting conversions, then it could because your site isn’t making a good impression.

How do you know what the reason is?

Sometimes you can’t right away. The best course of action is to assess your website, make changes, and then observe and reassess. Trial and error is a valuable tool in learning to find what works for your website to get you the most conversions.

It’s important to always be making changes to try to meet the needs of all your potential clients.

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Amy Masson

Amy is the co-owner, developer, and website strategist for Sumy Designs. She's been making websites with WordPress since 2006 and is passionate about making sure websites are as functional as they are beautiful.

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