Your Website is Costing You Clients

Think that the website you launched 10 years ago is still doing its job? While it is better to have something rather than nothing, your website could actually be doing you more damage than good. These days, websites have so much to offer on them that if you are not up to the new industry standard, it could be seen as unprofessional and costing you actual clients and business. Want to get it all fixed? We’re here to help. Keep reading to learn the reasons why your website is costing you clients, how to fix them, and how—with a little bit of help—you can have a worry-free website that generates leads.

Issue 1: Your Content

Trends regarding website content ebbs and flows. Depending on when you created your website, you may either have extremely minimal content, keyword-heavy content, or way too many graphics and elements.

While it was on-point, trendy, and effective at the time, times change, and it’s time to make sure your content is actually serving you rather than hurting you.

Here’s What’s Wrong with Your Content and How to Fix It

The top 5 problems people have with their website content include too many keywords, not talking to the right audience, being too sales-y, and not offering value.

The Keywords Are Too Obvious

At one point in time, the SEO trend was to make sure you worked your keywords anywhere possible. Nowadays, relevance is king. If you have the phrase “medspa in Woodland Hills” sprinkled way too many times throughout your website, it will come off as inauthentic for visitors.

How to Fix It: Start from Square One

Scrap your content—completely. Start over, right down to the keyword research. If your website is old, you need new keywords because the way people have searched has completely changed. Rather than “medspa in Woodland Hills,” people are searching simply “medspa” or “medspa near me” and counting on search engines to track their location.

As such, make sure your content is optimized with the latest SEO tools and schema to ensure the search engines can find you, your location, and your services to be able to quickly and easily serve them to searchers.

You’re Not Using the Right Language

Do you know who your target audience is? Really, have you drilled down to exactly who this person is, down to their hobbies, interests, where they find news, and where they hang out?

If the answer is No, then you are likely not using the right language on your website.

Think of it this way: you would advertise differently to a sales manager than you would to a stay-at-home mother. There are certain languages, tones, nuances, and more that you would use for each one.

How to Fix It: Target Audience Research

To ensure you are talking the talk on your website, do as much target audience research as you can. Make sure you:

• Research your demographic. The backends of social media and our SEO traffic reports provide us with some pretty valuable data. Take a look at them and see what your demographic actually is versus what you think it is.
• Perform an empathy mapping exercise. In an empathy mapping session, marketers explore every possible angle to look at your ideal customer. Create your persona by giving them a name, age, job, hobbies, marital status, and much more. With empathy mapping, we learn how your audience perceives their world as related to your products or services. You can then design products, brand messaging and ads that connect to your audience at a deeper, more personal level.
• Look at your books. Who is the one booking appointments at your office? Is it the patients themselves? Their caregivers? Their mother? Their wife? Despite whoever your ideal client may be, the actual person you’re targeting to take action could be a whole different story.

You’re Too Sales-y

Need we say more? Nobody likes dealing with anything that is too sales-y. Who loves it when a store associate is constantly bothering them while shopping in a store? Nobody. Don’t emulate this experience on your website!

How to Fix It: Guide Your User to the Sale

Rather than bombarding your users with actions, buy-nows, and too much detail, guide them through the sales funnel and allow them to feel like they are making an educated decision. Your clients are more likely to choose you over the competition if they feel comfortable with their decision rather than making an impulse one.

You’re Not Offering Value

If your website is just giving customers a place to find your location information, list of services, and a phone number to book an appointment, you are most definitely losing clients. People want value from a website because it gives them comfort in their decision, offers professionalism, and lets them know they are choosing an expert in their field.

How to Fix It: Blog and Video

The best ways to add value to your website is by adding a video and monthly blog.

• Video: Video production is a great way to show off your office, staff, and services to potential clients to allow them to feel comfortable and “see themselves” in your space. The fewer unknowns there are, the more likely the user will choose you over your competitors.
• Blog: Providing your users with a ton of helpful information will make them feel like, “Wow, if I get all this for free, imagine what I get if I actually decide to go with this company!” Blogs also provide a ton of SEO support—more on this later. Blogs help build trust, establish authority, and emulate expertise. All you need to do is start! Not sure where? We can help you with that.

Issue 2: Your Tech Isn’t Up to Standard

Think a simple website is still cutting it these days? It’s not. While this was what was desired and trendy at one point in time, times have changed. Make sure your tech is up to par so that it can easily “speak” with everything else that has changed, including search engines, phones, social media, and much more.

Here’s What’s Wrong with Your Website’s Technology and How to Fix It

Technology moves fast, and this is especially true with website technology. Your website should be a one-stop shop for users that easily gives them what they need when they need it. You can achieve this by having a mobile-friendly design, a fast-loading website, visual hierarchy, and SEO optimization.

Your Design Isn’t Mobile-Friendly

Unless you’ve been living under a rock, you should know by now that your website needs to be absolutely mobile-friendly above everything else. If your website looks great on a desktop but is a jumbled mess on mobile, you should be panicking. This is because mobile users make up almost 63 percent of global website traffic! 

How to Fix It: Make It So!

This might come across as sounding easier than it is to accomplish, but it is important that you invest in making your website mobile-friendly. Not only because of the global web traffic stat we just hit you with but also due to voice search, Siri, Alexa, and many more assistants that depend on mobile functionality in order to perform.

Your Website Loads Slowly

If you have a ton of plugins, large graphics, videos, bells and whistles, chances are your website runs very slowly. This is not an issue to overlook or brush off; it is actually hurting your search engine placement and causing your bounce rate to skyrocket.

How to Fix It: Take a Look At Your Backend

Why is your website running so slowly? Here are a few ways to find out:

• Look at your backend and see what you can clean up as far as plugins and extras that are either outdated or are no longer in use
• Check file sizes to see what you can compress and replace
• Talk to your website’s host about ways to speed up your website, even if it includes investing in a new one

There is No Visual Heirarchy

Visual hierarchy acts as a guide for your users to understand what is important, where they can easily find things and gives them a place to go. For example, most contact information is on the bottom footer. The most important information is at the top. Services are clearly listed and broken down. Forms are easy to find and fill out after clearly understanding what they are filling out and why. The list goes on!

How to Fix It: Review Your Design

If you’re not sure whether your visual hierarchy is working or not, it is time to review your design. If it has been a while since you last launched a website, chances are you need a refresh. Old websites tend to have a ton of information on them built upon over and over again throughout time. Work with a professional to ensure your website is clearly laid out in a helpful way with up-to-date design and technology.

You Have No SEO Optimization

Using keywords is important, but are you using the proper SEO optimization? Here’s what we are talking about:

• Meta descriptions
• SEO titles on every page
• Header tags
• Image ALT tags
• Schema
• SEO tools

All of these things will not only help your website in search rankings, but it will make your website easier for people to use. It will help AI agents easily pull your information as well as voice search tools to find what they are looking for.

How to Fix It: Get With the Times

If you are not using SEO optimization on your website, you are absolutely losing out on clients, and this should be one of your first priorities when thinking about refreshing your website.

Integrating SEO tools into your website will help guide you to what needs to be done. Working with an SEO expert can help, as well as SEO copywriters and researchers who can make sure your website is running efficiently for search engines at all times.

Navazon’s 100% ethical, white-hat SEO and SEM services adhere to Google’s updated webmaster guidelines. Our SEO/SEM package includes tracking and reporting for target keywords so you can see the work results as your site climbs on search engine result pages.

Get More Clients With Your Website and Navazon Digital

Ready to use your website as a lead generator? We are experts in that.

Navazon helps businesses increase profits through data-driven marketing that expands opportunities and reduces risk. As marketers and entrepreneurs, we understand the value of developing a memorable brand through creativity and consistency.

This is accomplished through targeted graphics, videos, and websites that reflect our proven, time-tested methodologies and detailed analytics. It is an approach that’s proven effective for companies of all sizes, from start-ups and medium-sized businesses to large firms with an international presence.

Navazon does not believe in “one size fits all.” Every part of the marketing plan is customized to address your unique niche and positioning strategy. It’s how we excel. It’s why we succeed.

Schedule a free consultation with us now! Visit us at navazondigital.com for more information.