Web design + development is no joke. We don’t claim to be experts, but we work with the best of the best and know that a website is an incredible investment for brands, + offers incredible opportunities. We also know some really smart people who believe that once a website is launched, it’s a self-sustaining piece of the marketing puzzle. Or maybe your boss loves your website, as-is + can’t imagine any need to invest more in a redesign or update. We’ve talked to others that have invested in a great website + entrusted the care + optimization to a team that’s really not pulling their own weight. Maybe they charge for every update or edit, or their maintenance is just a little too hands-off to really generate any results. Either way, you don’t have the control or skill-set to fix things.
Not sure if your website is costing you money or living up to it’s potential? From not showing up where your target audiences are searching to not having the resources or reliable partners needed to make updates to just having a really outdated website, your website could be costing you big! Here are 7 things that may be going wrong, with some helpful insight on what it could be costing you.
– You don’t have your goals laid out.
We’re big on goal-setting over here. We love mapping out specific marketing channels, strategies + campaigns to brand goals! If you’ve heard us preaching about how each piece of content has a purpose + should tie back to your overall objectives, it should come as no surprise that we push for website-specific goals too! In the website design process, you should have established what you wanted your website to do + designed it to achieve those goals. The work doesn’t stop when your website launches though. If you’re not reviewing your site objectives regularly to make sure they still align with your overall business goals, your site could be missing the mark + failing you on any number of levels. Knowing your goals + how your website should be helping you achieve them is critical!
– You don’t know who your target audience is.
How great can your website (or your marketing strategy in general) really be if you don’t have a crystal-clear picture of who your target audience is? We urge anyone + everyone we talk with to have buyer personas, customer’s journeys + their sweet spot in the industry mapped out. A well-crafted, research-based buyer persona removes any bias, internalization, and assumptions, and replaces them with facts, data, and insight. Taking that data to fully understand how your consumers go about researching, deciding on + purchasing your housewares products is invaluable. Knowing what your brand alone has to offer them is a game-changer. If you don’t have that information available, how is your website ever going to live up to its full potential?
– You’re not tracking performance.
Ok, so you’ve got your goals laid out, but how do you know if your website is helping you meet those goals? There’s so much more to site performance than just traffic and sales. Tools like Google Analytics, Hotjar, Crazy Egg + some marketing automation tools (👋 hi, SharpSpring, we 💚 you!) offer really great data + insights to help you better understand how visitors are using your site, what actions they’re taking + which of your marketing strategies are really paying off! If you think about it, your website is (probably) your only all-access brand representative on the clock 24/7. If you don’t really know how it’s performing, you’re missing out — big time.
– Your site isn’t responsive.
The majority of people now access websites from their mobile devices. In fact, mobile phones will be used for 80% of internet access this year. If your website isn’t mobile-friendly, that’s a huge number of people that are going to come to your site, get annoyed, and then go buy from your competitor. Sure, I’ve been called dramatic before, but I feel justified in this case. If your site doesn’t load well or mobile users can’t click around or shop easily, they’re going to leave. You’ve heard this before, I’m sure of it. Have you done anything about it yet though? If not, you could be losing out, just check out these mobile stats:
- 68% of companies have mobile marketing integrated into their overall marketing strategy. (Salesforce)
- 51% of consumers report using mobile devices to discover new brands and products (BrightEdge)
- More than 40% of online transactions are now done on mobile (Google)
- 57% of users say they won’t recommend a business with a website that’s poorly designed for mobile (socPub)
- Smartphone users are 50% more likely to expect to purchase something immediately while using their smartphone compared to a year ago (Google)
- 91% of smartphone owners purchased or plan to purchase something after seeing an ad they described as relevant (Google)
- When people have a negative brand experience on mobile, they are 62% less likely to purchase from that brand in the future than if they had a positive experience (Google)
- 70% of smartphone users who bought something in a store first turned to their phone for information about a purchase (Google)
- 42% of all mobile brand experiences involve search (Google)
- 89% of people are likely to recommend a brand after a positive brand experience on Mobile (Google)
Not sure how your website stacks up? Let us know! We’d be happy to take a look at what you’re working with!
– You can’t (or aren’t) optimizing for organic success.
Most housewares marketing professionals know what SEO is + have a good handle on why it’s important, but not many know how to do it, or what’s going wrong on the site that’s keeping them from generating better organic success. There are SO many on-page + off-site factors to understand, keep track of + implement on a site, it’s no wonder so many housewares brands are playing catch up with their digital marketing! An outdated website or a marketing strategy that doesn’t include an ongoing SEO work is costing you money though. 35% of product searches start on Google + shoppers searching on Google took less time to actually make a purchase than those who started their search on Amazon. If you’re not visible on the search engines, you’re missing out on a huge opportunity for better brand awareness + product sales!
We’ve been running SEO programs since 1998, so believe me when I say we’ve been working our magic on sites much older + more outdated than yours. Are new sites easier to optimize? Sometimes. Is having an older site an excuse not to invest in SEO? Absolutely not. If anything, it’s more of an incentive to whip your site into shape + make your mark in search results! We start our SEO programs out with a comprehensive audit + can tell you pretty quickly if there are any major technical issues going on that are going to prevent you from getting long-term success on the search engines. While diagnosing those issues can be relatively quick, fixing them, then starting to re-establish search visibility + organic momentum takes time. Do you have the access, control + partners you need to be able to optimize your website for performance on the search engines? Quit procrastinating + quit losing money, get a better understanding of what’s holding your site back!
– You can’t optimize for better conversions.
Speaking of control… how much do you have over your shopping cart, forms, images, call-to-action buttons, etc.? A tricky shopping cart is going to cost you (which will be way easier to figure out the solutions to with great ecommerce tracking). If you can’t adjust the length of your forms, placement of your CTA’s, or optimize for shopping cart abandonment, you’re not really in charge of your site. I’m not saying you need to be able to make these changes personally (that’s what great housewares marketing partners + web developers are for, obviously), but not all brands have the ability to make those kinds of changes. It’s pretty obvious how a site that’s not addressing conversion issues could be losing out on conversions + sales, but not all brands know if they are, can or should be adjusting things for better performance! Whether a site’s backend is too outdated, built on a really limiting system, or you’re just working with bad partners who won’t cooperate, you need to be able to optimize for conversions!
Page speed is becoming a top metric for marketing teams to be paying attention to. Your audiences expect your website to load quickly + easily across all devices. A delay as brief as three seconds can cause you to lose nearly half of your website visitors. Almost 50% of consumers expect a webpage to load in two seconds or less. And a loss of visitors means a loss of revenue, brand integrity + customer retention. Ouch. Beyond the user experience issues that a slow site creates, Google + the other search engines are also paying attention. Websites with faster page load times get better organic search results, better conversion rates + generate more revenue. Do you know how quickly your pages load + what impact your site speed is having on your bottom line?
Curious about your site speed? Let us know! We’d love to take a look + let you know where improvements could be made!
So, what’s your next move?
Alright, we’ve talked through a few of the ways your website could be costing you money. From not showing up where your target audiences are searching to not having the bandwidth or resources to make necessary updates to just having a really outdated website, you don’t have to settle for subpar results! Maybe you need a little marketing help. Maybe you need a new website. Whatever your next step is, it’s time to take control of your digital presence + start catching up online! We’d love to learn more about your next move — or help you decide what that next move should be!