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10 Ways Your Website is Costing You Money

Written by: Nicole Carbon

SEO Content Strategist

Just like a car, a website has to be maintained. Sometimes, that means routine tune-ups and other times it may mean a complete overhaul. Learn how to get more traffic to your website by knowing the issues that may be costing you business.

91% of customers have visited a store because of an online experience. But if that experience is not a favorable one, 64% of those shoppers will go somewhere else to shop next time.

In this article we’ll reveal the ways your website may no longer be serving you and costing you money, along with some statistics on visitor behavior.

laptop computer with a white brick wall behind it and dollar bills floating around it


 10 Website No-No’s

1. Takes Too Long to Load

Visitors to a website will leave if the web pages take too long to load. 47% of website visitors expect a page to take no longer than two seconds to load.

40% of people will leave a website if it takes more than three seconds to load.

2. Not Mobile Responsive

Over half of all online searches are done from a mobile device. And for local small businesses, 88% of consumers who search for a local business on a mobile device call or visit that store or service provider within 24 hours.

57% of users say they won’t recommend a business with a poorly-designed mobile site.

 In this image, you’ll see that the website looks good on mobile devices and works–the interactive map is fully functional. screen shot of a website of a map and fishing excursions on two mobile devices

3. Homepage Image

Include a hero image to the homepage of the website. This is a large banner image that covers most, if not all, of the width of the screen. Its purpose is to capture the visitor and hold their attention. Hero images may be still or contain motion or video.

An example is on the Dream Sporting Trips website, even though there is text over the image, the hero image stands out and gets your attention.

 homepage of a sporting directory website with two fishermen on a boat with a fish in the water

4. It’s Not Secure

This means the site is not using a private connection. Google warns users not to enter personal information or payment information. Customers will leave a website if they don’t feel it is secure. Here’s more information on how to make a website secure.

This is what a secure website looks like in an address bar, the next image is of an insecure website, and the third explains what each image in the address bar means.

https web address on web bar with a lock and the word secure

text on a computer screen of an insecure website

text on a computer screen describing what security symbols of url address mean

5. Over Optimized

Sometimes an SEO company can over optimize a website. If this is the case, Google will penalize by negatively effecting page ranking. One way you can tell if your website is over optimized is if the text is hard to read or doesn’t seem to make sense because it is filled with certain keywords. This is called keyword stuffing. Another way to tell is if there is an excess amount of links with anchor text.

6. Not Having Social Networks Linked

Social media is an integral part of digital marketing. Visitors to a website look for social links to learn more about the company and it adds credibility to the site and the business. You can use social media as a tool to grow brand awareness and as a way to promote sales, new products or services, and to drive traffic back to your site.

Clickable icons linking to social media pages:

Social media icons on black background

7. No or Not Highly-Visible Call to Action

The Call to Action (CTA) button’s purpose is to increase conversions. What would you like your customer to do? Sign up, call, register, buy now, etc. – tell your visitor what you want them to do when creating a CTA.

There are a few tips to create an effective CTA:

  • Looks clickable
  • Contrasting color to text
  • A specific message, i.e. Sign Up Here, Book Now, etc.
  • Have white space so they stand out

You can get clever too, like the example below:

screen shot of a contact form on website with CTA

8. Can’t Find Information

Update content regularly with current information. If the website looks outdated customers may not know if you’re still in business.

Include a navigation bar with tabs that are easy to see and follow to get the visitor to the information they want. Include contact information on all of the pages on the website so that it’s easy for the visitor to see as they click through the pages. Again, have a strong Call to Action button directing the visitor to the intent of the company.

50% of online sales are lost when visitor’s cannot find content.

Include contact information on every page not just the “Contact Us” page. This is an example of what is displayed at the bottom of each webpage.

screen shot of contact information at the bottom of a web page


9. Need of an Update or Redesign

Did you know, to stay relevant, a website needs to be updated every 2-3 years?

Reason alone to have a website redesign is if your competitors’ websites have gone through an update. The visitor will want to be on a page that looks more appealing. Remember, your website is your storefront and first impression of your business.

Once your page loads, users form an opinion in .05 seconds.

You have 10 seconds to leave an impression and tell them what they’ll get out of your website and company. After this time (and oftentimes before), they’ll leave.

What makes a website look modern and updated:

  • Clean design with use of white space
  • Hero image or large banners
  • Think like a minimalist; it allows for visitors to focus
  • Typography of more than 16px for easy readability
  • Formatted text that uses subheads, bullet points, and lists
  • Homepage videos and motion

To keep the site looking modern, this crane company website makes a good use of motion on its home page with a view from the crane operator.

homepage of a crane comapny website with views of palm trees, a parking lot and part of a high-rise and crane

10. Not Enough Quality Content

Each page of a website should have 300-400 words of high-quality content. This is so Google has enough evidence or confidence that the information on the website is valuable for a search result.

What accounts for high-quality content? 

  • Original content
  • Compelling headlines and subheads
  • Formatting tools such as headings, lists, and bullet points
  • Good readability score
  • Optimized for SEO

If you think your website is costing rather than making you money, you can call us. We’ll have a look and see how to get more traffic to your website with a routine tune-up.