Why Isn’t My Website Working? Here are 3 Reasons & Fixes!

To be clear, let’s define “working.” The object of your website is to be your online home. There are a variety of ways prospective customers can make their way to your website. However, once they get there, the object is to keep them there long enough to become intrigued, interested and ready to take action. The “action” you want, of course, is a purchase.

OK, back to the initial question. Why isn’t your website working for you? If customers are making their way to your homepage, or any other page on the site, then your SEO is working. Whether it’s paid SEO such as Facebook advertising or organic SEO such as onsite optimization techniques, the customers are lining up.

But, then, they aren’t buying. They may not even be hanging out long enough to browse. Here are 3 reasons why your website isn’t delivering the success it could.

1. Wrong Focus. Your customers are searching for solutions to their perceived problems. For some, a problem could be serious such as needing to find an oncologist. Others may be simply searching for a gift for a loved one. Many are searching for whatever it is you sell.

However, some companies make the mistake of focusing their websites on solutions without much care for the customer’s challenge. People like to talk and read about themselves. If your website doesn’t feel welcoming, people won’t stay — and they most certainly will not buy. Instead, they’ll “bounce.”

The FIX: The solution for wrong focus is a content refresh. Consider repurposing your content so that it “speaks” to your prospect. Enough about you, more about them. When they feel like they are in the right place, they’ll stay long enough to learn more about your solutions.

2. Brand Confusion. Does the site imagery match your brand? All websites should convey a sense of pride in the brand. If your website is giving off a contrary image, you’re dead in the water.

For example, a restaurant website that features photos of a poorly lit dining room, badly plated food or worse is sending a clear message: you don’t want to eat here.

Alternatively, beautiful photos and decadent food descriptions convey a message of elegance. If your customers enjoy your website, imagine how much they will enjoy the restaurant experience?

The FIX: View your website through fresh eyes. Invest in better graphics. Make sure your site is both inviting and representative of the message you want customers to receive. If your brand is elegant, use images and colours that represent your high-class company. If your business is fun and funky, your web design should be, as well.

3. Lack of Call to Action. This is a biggie. Even if your web copy is top-notch, your SEO is on point and your photos are exciting and engaging, failure to provide appropriate calls to action leave customers high and dry.

The FIX: The problem is big, but the fix is simple. Add “learn more,” “read more” and even “contact us now” buttons throughout the site. Weave these calls to action into the content, as well. Don’t overdo it, but make sure there are multiple shots on goal so your customers can do what you want them to do: buy.

Have you ever thought to yourself, “Hey, I need to focus on my work, not my website?” You’re in luck. At Harmonia Media, “our work” is your website!

Contact us today for a free consultation about taking your digital marketing strategy to the next level.

3 Ways to Attract Eyeballs with Great Social Media Content

 

As with everything else, when it comes to content marketing — especially for social media — there are many ways to get the job done. However, there are some tried and true best practices (yikes, next I’ll be saying “paradigm shift” and “think outside of the box!”) to make sure you are connecting with your intended audience, driving traffic and, hopefully, exceeding business objectives.

Know Your Audience.

Let’s start in the most obvious place. WHO are you trying to communicate with on your social media platforms? If you take the time upfront to get an understanding of who needs what you are selling, you can write with the tone, attitude and authority appropriate for the conversation. Don’t make the mistake that everyone is a potential customer. Digital marketing is most productive when it’s targeted, strategic and focused.

K.I.S.S. 

The old acronym K.I.S.S. (Keep it Simple Sweetheart!) most definitely applies to social media strategy. First of all, you have a limited character count. Second, statistics reveal that you have 15 seconds to capture someone’s attention on a blog post. It stands to reason that you have far less time to hold a pair of eyeballs when it comes to social media. To make people click, be creative, direct and uncomplicated. Whatever you need to say, simplify it and direct them to a landing page on your website that continues the conversation.

Call to Action

Would you be surprised to learn that companies spend countless hours and dollars creating social media content that goes nowhere fast? It’s true. That’s because the posts fail to actually instruct the viewer in any meaningful way. Call to action matters throughout your digital marketing strategy. But it’s especially important when you have only 140 characters to get the job done.

One more thing, as a bonus tip: consider doing what you do best and allow Harmonia Media, digital marketing experts, to manage your social media and more. Give us a call and we’ll tell you why the buck stops here.

Conventional Content? No One’s Got Time for That

OK, maybe that seems a bit harsh. If you have a website, you need content. And, if you are like the vast majority of companies with websites, you have way too much (or far too little) content. Moreover, let’s face it, it’s not great.To succeed on the web, your content needs to be GREAT. Better than the competition. Sparkling. Fill in your choice of superlatives here ________________.

However, even the best content ever needs to be consumable. And, by that, I mean scannable. Forget everything you learned in school. Well, not everything…nouns and verbs are useful. But there is no need for long, involved paragraphs. No one’s got time for that.

Not All Content is Created Equal; Make it Scannable — or Don’t Bother

  • Fall in love with bullet points
  • Use short sentences and paragraphs
  • Don’t be afraid to use bold, but be judicious
  • Add links for credibility! Like this one.
  • Add headings to break up the dull grey text.
  • While you’re at it, all images to keep the conversation lively.

One last note…

This is less about scannability and more about readability. Make your content interesting. Make it FUN! Whether you are writing it or are hiring a copywriter, run it through your own BS meter; give it a good read through. Would you read this copy if you found it online? Does it help or hinder someone’s interest in connecting with you?

Simply put, if they are not reading it (at least some of it that catch their eye) what is the possible point of having words on the page at all?

OK… you can stop worrying about your content now. We got this. Contact Harmonia Media today for a free consultation about your content and your entire digital marketing program.

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