5 Things That Turn People Off When They Visit Websites
How people experience your brand often starts with your website; and even if that’s not their initial introduction to you, it will be a key element in how they perceive your brand. Marketers call this USER EXPERIENCE.
Bad user experiences repel customers, and customers and prospective clients remember that interaction and associate with your brand whenever they think of you. One bad experience can pigeon-hole a business and prevent them from forming a connection and getting new sales in the future.
To improve how people experience your business, be sure to consider these key elements.
1. A website that takes forever to load or that has broken links.
Modern day consumers are impatient. Let’s face it—everything we need is available in an instant, and this instant gratification has made it so that consumers expect things quick, fast, and in a hurry. That includes how quickly your website loads. Consumers don’t want to wait for content to load. Sites that are slow to load have higher bounce rates and less satisfactory interaction.
2. A website that doesn’t include contact information.
One of the most frustrating things for consumers is not being about to figure out how to contact a business when they have a question, concern, or complaint. Don’t hide your contact information; make it readily available. If you use contact forms, be sure that there is someone routinely monitoring and responding to your inquiries of all kinds.
3. A website that looks old-fashioned or that has outdated content.
One of the clear signs of an outdated website is outdated content. If you have a blog, and the last post is from three years ago, this impacts how consumers see you in the marketplace. Outdated content suggests that you aren’t effectively managing your brand, which confuses and frustrates visitors.
4. A website that is all sales pitch. “Buy this, buy this”
A common mistake that websites make is focusing solely on product and services, instead of impact. How you impact the world is your most beneficial contribution, and if you only focus on trying to get people to buy a product or resource, they’re going to tune you out and ignore your value.
Be sure that your web content highlights your contributions why your brand exists (your purpose) and touches on your personal principles.
5. A website that doesn’t adjust for mobile/tablets (isn’t responsive).
Websites that are responsive and mobile-friendly intuitively update and adjust based on the device from which we search. They respond to the behavior of the user, and update accordingly. This includes resolution, image size, scripting, font, etc. The flexibility of the layout means that consumers are seeing your business information is a way that is conducive their device, and this has a major impact on how people connect with brands.
Poor user experiences impact profit, engagement, and credibility. Be sure you don’t confuse or frustrate your potential consumers because they may never return.