Five Reasons You Web Site May Not Be Converting

(Wouldn’t you like to see this result from your Web site?)

Here are some common mistakes you may be making that could wreck conversion for your site.

1) You’re talking to an anonymous crowd.

Rule #1 of the Web Club: know thy audience. Rule #2: see rule #1.

You don’t create any engagement or connection when you write as if you’re speaking to just anyone. Imagine the person on the other side, who’s sitting in front of a computer looking at your site. Who is that person—or who should she or he be? Who are your key audiences, including primary and secondary ones? What do you want to tell them about your institution or product? Which leads us to the next tip…

2) What’s in it for me?

Equally important to knowing who your audiences are is knowing what they want from your site. Translate features into benefits—and yes, there is a difference between the two.

For example, roaming is one of the features of mobile phones. But how does this benefit your audience? Answer: It gives someone the ability to use the same mobile phone in different countries, as long as both countries have a roaming agreement. One phone, multiple countries. That’s a benefit. State it on your Web site. Don’t assume your audience automatically knows this.

3) A confused customer.

Have you ever walked down the cereal aisle of your supermarket and marveled at how many different types of cereals there are? Have you walked out without buying any cereal? I know I have.

Plain and simple, confused customers don’t buy. They don’t convert.

Your site may be causing confusion because you have too many options. Many marketers think that there should be only two options offered for any given product: basic or premium (hello, cable providers!). More than that, and you can stop your audiences dead in their tracks.

Another cause for confusion: you may not have sufficiently explained what your product does—how and why the solutions your product offers benefit people.

4) Okay, I’m hooked. But what do I do next?

If your site lacks a call to action, you might as well as pack it in and call it a day.

A call to action is something that tells your audience what to do next, whether it’s a “start shopping” or “request more information” or “e-mail us to receive our newsletter” link. These links usually lead to a form for your users to complete, and those forms capture important information about your users that will help you to target them and market your site more efficiently.

5) Your site doesn’t look trustworthy.

A site that looks amateurish doesn’t inspire confidence. Most people are going to a Web site for information that they don’t have—they’re looking for someone or something that knows more than they do.

The more your content actually reads like beneficial content, the better. Content that looks or reads too much like advertising can turn off your audience. Think about the junk mail you get. Most of us toss those that are glaringly commercial.

Also, if you use any security software or are a member of a known organization (e.g., the Better Business Bureau), put that badge on the site. It makes your site look more trustworthy.

And don’t forget that proper grammar and spelling matters. Always make sure to proofread your content before it goes live. After all, if you can’t be bothered to do even that, what else might you have let slip?