Why does my top-ranking website not convert?

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If your website is on the front pages of search engines for your keywords, you are most likely to attract many visitors. However, that is only half the battle. The other part of having a successful website is converting visitors to follow your call to action. You may have invested your time and energy to get on the search engines front page for your keywords. This does not automatically imply that visitors who click on your page will convert into customers. Many local business owners waste their efforts to land on the first page because they have no idea what to do with customers once the visitors find their web page. If your website does not convert, you waste your time and money and are letting a golden opportunity get away. But, don’t worry! Most websites that fail to convert share some common problems that are quite simple to correct.

If your website is ranking well but not bringing as many customers as you think, read on to see if you make one of these mistakes.

1. Visitors are confused or distracted.

Excessive information can be as harmful as not having enough of it. There is a temptation to stock as much information as possible into your front page to give your visitors as much of it as possible. However, studies have shown that visitors will spend an average of only 8 seconds on a website before clicking off if they do not immediately find something that interests them.

Minimize distractions. Keep them focussed on your objective and never send them to another site, or they will never return.

Simplicity is the key to capturing your visitors’ attention. Identify the one key thing you want your web page to tell.

2. Your visitors don’t know what you want them to do.

Your call to action needs to be crystal clear. Don’t suggest, imply or recommend. Instead, make it stunningly evident what you want them to do. For example, if you have attracted visitors to your website, you want to keep them on your page until they follow the Call To Action (CTA).

3. You are using poor communication.

When visitors land on your page and encounter a nameless, faceless website that does not connect with them on a personal level, they will quickly click off.
Keep it accurate by making it easy for them to contact you.

Offer links, and high-value content they can use to improve their daily life.

Use your social media reputation to let prospects know that you are a real, genuine, caring business, who wants to develop a personal relationship with them.

4. What are you doing to help page visitors follow your Call To Action (CTA)?

Once visitors are there on your page, what can you do to assist them? For example, how can you make them take the decisions you want them to, such as following your CTA? You need to identify two things about your visitors to answer this question.

  • Why are they on your website?
  • How do they make decisions?

You need to identify how the answers to these two queries will get them to follow your CTA?

People make decisions in 2 ways:

  • Fast vs. slow
  • Emotional vs. logical

This means that there are four distinct types of decision-making online. The competitive visitor wants you to tell them what your offer has that is better than the other options.

The spontaneous visitor wants you to tell them why they should use your product. or service.

The methodical visitor wants you to tell them how your product will improve their lives along with the detail behind your approach.

The humanistic visitor wants you to tell them who you are to make a personal connection.

Look at your existing website to identify its weaknesses and help you make the necessary adjustments. This will let all four types of visitors get what they want from your page.

5. Poor choice of a web design company

When finding a quality web design company, most businesses fail to choose what they should or should not be looking for.
There are so many people making so many offers at a wide range of prices. On one hand there are free website creation tools and services and on the other hand there are studios and agencies that cost tens and thousands of dollars. Whatever is your preferred option make sure your website does not contain any significant sales-killing web design flaws that most websites suffer from.

6. No or inferior strategic marketing content

Most web design companies do not provide the content for the websites they build. Instead, they create a shell, and you provide them with the content. The reason for this is that they know nothing about copywriting and marketing. They are just web designers. Their company does not have any strategic marketing consultants. Even if they provide content, it is full of forbidden phrases that are not good.

7. Poorly scripted videos

The most potent marketing mechanism you have for your business to communicate quickly and effectively with your prospects is through videos. Unfortunately, most web design companies that make videos do not know about modern marketing. As a result, these videos generate few if any sales.

8. Ancient outdated web code

Mobile access to the internet is surpassing desktop numbers. This means that you should be using web code for your sites to function correctly on these mobile devices. Unfortunately, most websites do not work correctly on mobile devices such as iPads, Kindle Fires, iPhones, and Android devices.

9. Poor quality source of traffic

The kind of traffic your website is getting is critical for your business. There is both free and paid traffic, but there is also high quality and low-quality traffic. High-quality traffic tends to come from high-quality traffic sources. For example, Instagram marketing, Facebook marketing, Google Ads, search Engine optimization are high-quality traffic sources. However, you may be generating traffic for your website that is not well known or does not target your demographic. As a result, you will have a tough time converting such traffic into sales.

10. Your offer

Let’s say you are a SkinCare eCommerce brand trying to sell a product on Facebook. Your campaigns are generating good traffic but low sales. If it is not selling out of the gate, you might want to change your strategy.

Maybe instead of sending people straight to the sales page, you can give them some skincare advice, and you can get them onto your retargeting list on Facebook.

You can build a customer list of people interested in your products or services. These people have clicked and engaged with your advertisement on faceBook or Instagram in the past and are interested in your content. They can be converted once they have ample trust and faith in your Brand.

You need to know your website design core formula checklist to guarantee that your next website is a real and strategic marketing platform.
Before you decide about your new website and spend any of your hard earned money with a web development company, reach out to Karma Technologies.
We will be happy to answer your questions and provide you with the inputs you need to build a website that will be your new marketing platform.

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