When was the last time you looked for any site errors?
Over the last few months we’ve done website audits for over 50 organisations and we saw a lot of typical issues.
Here are 17 possible problems with your website you might resolve pretty easily:
1. Does not pass the 5 2nd test
When somebody arrive at your site you only have a couple of seconds to capture their attention.
Within the very first 5 seconds, can a visitor find out where they are, what they can do on your site, and why they should do it?
It’s important that you interact these things ‘above the fold’ or the area of your website that users see without scrolling down the page. This is typically your hero image and accompanying content.
I have actually been studying the Storybrand structure just recently which helps you understand how storytelling can fit into your site. One of the important things that this framework promotes is having a clear tagline on your site that sets the scene and is so easy that anyone can understand.
We remain in the middle of changing our tagline as a result of this!!
Your tagline must indicate what you do and how your customers’ lives will be different after they buy from you.
Then you require a really clear call to action.
Here’s an example:
The tagline in the example above addresses the company’s worth proposal and is followed by one primary action they want individuals to take.
By doing this, visitors to the site do not have to scroll down to try to find info on what the company provides and what they can do next.
2. Analytics and/or Google Search Console not setup
Without the analytics set up you can get an excellent idea of your efficiency by counting the cash you collect through your site.
… most sites are not cash machines so whatever money you are creating you can improve.
Your analytics informs the story of how your site is carrying out and not having analytics set up resembles not bothering to do represent your service!!
Everyone hates doing accounts however we understand it’s necessary.
Likewise, without Google Browse Console set up, you will not have the ability to track and measure your website’s search traffic and efficiency or reveal any issues with your site pages.
Google Browse Console is a report that Google show you on how your website is doing. Undoubtedly you wish to see this?
So, make certain to do the appropriate setup of your website analytics. This post can help:
3. Inadequate focus on conversion optimization
Conversion rate optimisation is a practice of getting the greatest possible variety of people visiting your site to take the action you desire them to take.
CRO is an extremely complex field as there are lots of things that impact visitors’ choice making, from visual hierarchy and content design, to copy and the way you utilize CTAs on your site.
Here we’re going to shed light on some of the most typical issues with conversion optimisation.
Not making your primary call to action obvious
Your main call to action is what you really want people to do. ‘Buy now,’ ‘Enquire now’ and so on
You desire your primary CTA to plainly stand apart and preferably it will show up in the same location throughout your website pages. Normally this is the top right of a website:
Not offering individuals a secondary call to action Not everyone is ready to buy now. In the example above business wants everybody to ‘Attempt Canary’ but if they are not prepared to register yet they can download the rates.
A secondary CTA offers you an opportunity to develop the relationship with site visitors over e-mail and nurture them up until they are ready to buy.
Do you offer a primary and secondary call to action? And exists a clear difference between them?
Not analyzing your conversion stats
It’s unusual to find a company that can tell you what the conversion rates are on their site.
And this is among the most important things to understand! If you run an online store you are more likely to know these statistics but it’s just as important for every other business.
So you need to establish your objectives and funnels to measure your conversion rate and find out where individuals are dropping off on their course to conversion and why.
Here’s some useful links to help you with goals and funnel setup:
4. Site Mistake: SEO problems that are easily resolved
When was the last time you did a review of your SEO to identify some standard problems that require repairing? :
- Missing, replicate or void SEO titles, meta descriptions, and alt tags Every page on your site need to have an unique and descriptive title and description that Google can ‘read’ to help it index your pages properly. You require to have alt tags for images describing what the images are about. Most SEO tools now let you evaluate your website for issues with meta tags and these are simple fixes that can bring you concrete SEO gains.
- Broken links on your website. Damaged links negatively impact user experience on your site however they also damage your SEO rankings. In our experience, a remarkably small number of website owners are willing to invest their time to do link analysis and fix or eliminate damaged links. With tools like Ahrefs, you can discover broken internal and external backlinks on your site in a matter of minutes.
- Pages missing on your website. This concern most typically takes place after a website redesign when you do not put proper redirects in location. So if you are erasing old pages you need to reroute them to suitable new pages that offer associated content. If you do not do this, users will wind up on 404 pages which is a discouraging experience for them. In addition, Google does not index pages that return a 404 status.
5. Inconsistent branding
Visual identity is a big part of your general brand and it consists of a logo design, colour schemes, typefaces, icon’s, style of images, etc. All of these aspects require to be used regularly throughout your website considering that a strong and consistent visual identity will go a long method in communicating your brand name to your audience.
So what are a few of the most common visual brand name identity problems we discover on websites?
- Different styles of images used throughout the website
- Inconsistent use of logo design e.g. using 2 various versions of the logo design
- No consistency in the use of colors
- Different graphics designs from page to page, and so on
These issues produce an impression that very little attention was offered to the advancement of the brand name’s visual identity. Not to point out the effect they have on the general visual appeal of the website.
Have a look at this in-depth guide on building visual identity from Canva:
6. No pixel tracking setup
Tracking pixels are a really useful tool for developing audiences that are more responsive to your marketing message. If you ever felt like a business is ‘following you’ around the Web with their ads, then this was a tracking pixel at work!
A tracking pixel is an HTML code snippet which is loaded when a user sees your site or specific pages on your site. It enables you to develop an audience that has actually already revealed some interest in your business and your item so that you can target them with pertinent advertisements.
This is necessary since advertising campaign targeted towards these audiences usually have greater conversion rates than those targeting a brand new audience.
So, for instance, by placing a Facebook pixel in your site you can build a custom audience and use it to remarket to individuals who already took a particular action on your website.
Apart from advertising functions, tracking pixels are also used for analytics i.e. you’ll want to have Google Analytics tag on your site to track user habits. This might seem too technical, setting up tracking pixels with Google Tag Manager is in fact quite easy to do.
Take a look at this action by step guide on how to use GTM to establish tracking pixels on your site:
7. Site not secure
Although Google has been punishing unsecure websites for rather some time now, numerous organisations still do not have an SSL Secure Site. It even reveals all non-SSL sites as “Not Safe”.
A HTTPS classification on the URL reveals visitors that your site has actually been validated as authentic. And if you’re selling anything on your website, you are required to have file encryption!
A protected site is a must if you wish to have an expert web presence and establish trustworthiness with visitors. If you still do not have an SSL certificate and you were fretted about extra expenses, now you can get it free of charge from websites like Let’s Encrypt
8. Poor site copy
Excellent website copy assists your visitors make a decision to take an action on your site e.g. contact you, make a purchase, and so on. It plays a big role in driving conversion by speaking with the requirements and interests of your target audience at different stages of their journey. Plus, excellent website copy likewise communicates your brand and its worths.
It’s not easy to develop compelling copy and that’s why professional copywriters are used to do it. They know how to establish brand voice and tone and how to use it consistently; they also know when and how to utilize various convincing copywriting strategies to drive visitors to purchase.
Sadly, numerous sites don’t have professionally written copy which affects the results they get in regards to user engagement and conversion.
When was the last time you examined your site copy? And how do you understand your copy solid, anyhow? Here are some signs that you are doing an excellent task in this location:
- The tone and design of composing corresponds throughout your website
- You interact your value proposal plainly and it appears to visitors from the moment they land on your website
- You have actually checked your headlines and CTAs and the ones you have now resonate most with your visitors
- The copy on each page of your site is easy to scan– you’re utilizing brief paragraphs, bullets, and headings to increase readability
- The copy is focused on the advantages to your target consumers and they’re the hero of the story. You’re utilizing more of ‘you’ and ‘your’ in the text that ‘we’ and ‘our,’ and so on
- You offer material for visitors of various levels of understanding about your organisation and your item– you have copy that engages people who’re visiting your website for the first time to learn more, however you likewise have copy targeted at those who are better to the decision to buy from you.
- The copy is written with SEO in mind i.e. you’re using keywords naturally in the text and connecting internally to other pertinent pages on your website.
9. No clear blogging technique
Running a blog and upgrading it frequently with material around your target keywords and topics that are important to your possible customers will help rank your pages and drive more pertinent traffic.
With a lot discuss the importance of content, you ‘d think that in 2020 most companies with an online presence would have a clear blogging method. Regrettably that is not the case.
Generally, sites have concerns with publishing frequency (quantity of material) or with blogging about subjects appropriate to their target market (quality of material).
According to a research from HubSpot, the more often you release new post the more leads you’ll get. How frequently you must release on your blog site will depend on lots of aspects, including your target audience, your budget plan, competition for the keywords you’re targeting, and more.
Quality will constantly beat quantity, so it’s better to focus on composing 2 long-form, quality article per month than to release low quality posts two times a week.
Another concern that we see a lot is failure to measure arise from blogging and addressing concerns like:
10 Poor website performance (speed)
The speed of your website is becoming increasingly more essential, not even if it affects user experience but also due to the fact that it’s one of Google’s ranking aspects. If it takes more than 3 seconds to load, your site is considered too slow.
Have you inspected the speed of your site just recently? You simply need to enter your website URL and the tool will reveal you efficiency details such as the time it takes for the page to fully load and the average page speed score.
You’ll also get suggestions for improving your site speed. Here are some of the most typical issues that affect the speed of a website:
- A big number of unoptimized, high-resolution images can considerably slow down your website. Before you upload images to your site you require to resize and compress them. A content circulation network guarantees that your site is accessed from the closest hosting center to the visitor.
11 No backups in place
This is the most important thing on your list. If you don’t have backups of your site and your website gets hacked what takes place?
I got here in one day and my site remained in Russian.
I was using Flywheel as my hosting provider so I clicked a button and restored my site. I was up and running once again in minutes.
The only method to ensure you have a great backup in location is to ask your Company to fill up your website on a different website using the backup!
Have A Look At 7 WordPress backup options compared from WPBeginner.
12 No great email series after signup
Most of visitors to your site will not be all set to buy so you need to record their information (usually with an email) and encourage them to purchase with follow up emails. There are 3 types of e-mails you ought to be sending out:
Content— You want to share pertinent content to show your competence and persuade your customers that your product is the best solution for a problem/need they have. When the time is right, they’ll purchase from you instead of another person.
Relationship— These are the kinds of emails that will help make an individual connection in between you and your subscribers. Utilizing video is a terrific method to connect with them personally. You might produce a video which offers them some practical material however the video also lets them know you are friendly, enjoyable to deal with etc. There’s a face behind all this content.
Promotional— This is where you send a direct promo.
13 Social media feeds upon your site
Embedding Facebook and Twitter eats your site is just bad.
If you are a tourist brand name you might make the argument of putting those stunning photos from Instagram on your website however it’s still going to slow down your website.
Plus, this type of content can distract your visitors from taking more crucial actions on your website or visiting your other pages.
14 Complex navigation
Site navigation is one of the essential aspects of user experience design. How do you understand if your website has problems with navigation?
Here are a few of the typical problems with site navigation:
- The navigation menu isn’t put in a familiar area
- Navigation alternatives are not rational to users
- There are too many items in your menu
- It is tough to find the information that helps users make a decision
- You’re relying excessive on drop down menus
- You’re using hamburger as a secondary navigation menu
Visitors ought to be able to move your site with ease, discovering what they’re trying to find without putting too much thought into it. Evaluation your website navigation to make sure you’re not making any of the above errors.
15 Poor content layout
The normal user scans through your site and stops at what draws their attention.
Here are some content layout suggestions:
- Use much shorter paragraphs with maximum four lines of text
- Usage attracting headings to break up the text
- Enrich the content with strong, relevant imagery and/or video to catch visitor attention
- Prevent clutter– people enjoy whitespace as it assists them focus.
By following the above suggestions you’ll make content much easier to read for visitors and get them to stop and take note of the crucial info and offers on your website.
16 Complicated visual hierarchy
Visual hierarchy requires organizing and organizing website elements so that visitors naturally gravitate toward the most important aspects. It starts with putting crucial messages above the fold or the part of your website users can see without scrolling.
Specific elements of your site are more important than others (e.g. kinds, calls to action, worth proposal, etc.), and you desire those to get more attention than the lesser parts by utilizing ‘tools’ like positioning, size, color, contrast and shape.
The problems we typically come across when evaluating sites in relation to visual hierarchy include:
- Not following typical page scanning patterns Readers tend to scan pages based upon particular patterns, like F shaped or Z shaped patterns. Designers tend to depend on these patterns if they desire audiences to discover aspects on a websites in a particular order.
- Not leveraging color to drive attention to calls to action Frequently we see websites that use brand colors for their CTAs, making them blend in. This is a bad practice as you wish to pull the visitors eye towards CTAs by using color and contrast.
- Not changing the size of website components to reveal their value.
- Poor alignment of elements on the page The alignment of website images, texts, buttons, and graphics is incredibly essential if you wish to attain visual hierarchy that ‘circulations’ naturally.
Take a look at this terrific post on Visual Hierarchy from Interaction Style Structure.
17 Not optimized for mobile
Mobile is becoming increasingly important and a lot of websites are currently getting more mobile traffic than desktop traffic. It’s very essential that you provide a terrific mobile experience.
Mobile optimization considers not just design, however also site structure, page speed, and more to provide the very best possible experience to mobile visitors. Nevertheless, lots of sites aren’t doing a good job at this.
Here are some normal concerns with website mobile optimization and how to avoid them:
To assist get your mobile website load as quick or even much faster than on desktop, make sure to optimize images, use mobile-optimized caching, and regularly check with Google if your site is mobile friendly.
- Style not optimized for mobile user experience Are buttons on your website optimized for mobile?
Here’s a beneficial checklist for making your website mobile friendly
The points discussed in this article are some of the most typical site errors that we see companies make on their sites. Fortunately is that all of these problems are reasonably simple to fix, but you require to spot them first!
This indicates you require to require time to regularly evaluate your website for content, style, conversion, and functionality problems to ensure you’re getting maximum outcomes.