#WeBuildWednesdays Episode 14: Why Is My Website Traffic Not Converting?

What’s up, guys!? Happy Wednesday and welcome to episode 14 of #WeBuildWednesdays. This week’s episode is “Why is my website traffic not converting?”


Why Is My Website Traffic Not Converting?

Well, let me give you three reasons why your website traffic might not be converting. I’m going to take you through two different examples: one is a pretty good website and the other one is not so good. You’ll be able to tell which is which, trust me. I will say I’m a little bit sick today, so if my voice sounds off or if my voice cracks or anything, just don’t make fun of me in the comments…


Bad Content

First up: one reason why your website traffic might not be converting could be bad content. Content is very important and there are way too many websites out there where it’s kind of unclear what they do. Maybe they offer data management services or they have a knowledge center or something like that. But people don’t necessarily know what that means unless they dig into it, and guess what: we have limited time. We’re not trying to dig into stuff to figure you out. So, be clear. Be crystal clear about what you’re saying, tell people exactly what it is that you offer, and quit trying to get fancy and cute with the terms you use. It’s bad for SEO if your page title is like that. No one is searching for that kind of stuff and no one knows what you mean.


Bad CTAs

A second reason why your website traffic might not be converting is because you might have bad CTAs or have no CTAs at all. CTA stands for “Call to Action” and it’s a button on a page that stands out. You can see this especially in the “Request a Quote” button right here. They also have a phone number at the top. Those are good CTAs. They stand out, have a contrasting color from the background, and they’re not red, which is the international sign for “no” or “stop.” CTAs like that are very important and you’re going to need them to be big enough that they stand out from the background.


No Social Proof

The last thing would be bad design or no social proof. Social proof is super important. It’s basically a review of some sort, a testimonial of companies that you’ve worked with in the past. It’s something that tells people that you’re actually legit and you’re not just some website out there that is just trying to take people’s money. Bad design, I think, speaks for itself and I’ll show you a really good example of that in a second.


Website Examples


A Good Website Has Good Content, CTAs, Good Design, and Social Proof


Let’s start by walking through a good website, here. You guys can see this up on my screen. I have no affiliation with this company. I found them on a Google search this morning. Trunnell Insurance. This man right here might be Anthony Trunnell, I have no idea. If so, though, I think I’m buying insurance from that guy. He’s looking really happy.

So, what do these people do? Well, they do auto insurance in Naperville and they’re crystal-clear about it. Whether you’re a teenager or an adult, it doesn’t matter your age, they’ll cover it. You can request a quote right here. This is their phone number if you want to call them. Their services are broken out and their About Us section is right here. Everything that you need is at the top.

Above the fold, you’re able to see all the different types of insurance that they offer you. Down here, they have a little About Us with a video explaining a bit more if you wanted to watch that. They have testimonials here, so they have that social proof. Down here, they have some brand names, so you know who they cover. They also have an active blog and they’re doing content marketing that goes all the way back to 2014, so they’ve been doing it for a long time. Down here, they have a map, so you can see their exact location. Here’s their contact information once again if you want to get in touch with them. That is crystal clear. I know exactly what this company does. They look legit. It’s a nicely built website. I would buy insurance from them.


A Bad Website Has Poor Content, No CTAs, Bad Design, and No Social Proof


Here’s a bad site. Again, I have no idea who this company is and I just came across them today. Katalyst DM. Katalyst Data Management, that’s their name.

First thing’s first, on this page, I look at the content and again, bad content is a reason why people might not be converting. This is it. This is all of their content on the homepage. They do subsurface data management, so it’s a cloud solution. It’s got analytics in it. You probably understand more of this if you’re in an oil and gas company because that’s who they’re marking to, so take that with a grain of salt. But, at the same time, they’re not giving me any information. There’s no social proof. I don’t actually know what their program does. Is it a software? Is it a service that they provide and some products? I have no idea.

Second thing, bad or no CTAs. Yeah, no CTAs. There’s no phone number, no call to action whatsoever. I don’t know what the next step is other than clicking around their website and looking for something. Very small up at the top here, they have some contact information, but that’s difficult to see. This is not a good example at all.

Lastly, bad design and no social proof. I mean, yeah, that’s a bad design. This is it. You can’t scroll and there’s no more information. Their color scheme is purple, brown, orange, blue… it’s kind of ugly. There’s a lot going on here and it has a little bit of a rainbow effect. It’s full screen, but I don’t know that that it should be, necessarily. There’s not a lot going on here and again, no social proof. I don’t know what companies these people have worked with. I guess they’re PDM Gold Compliant, which sounds legit. But outside of that, I don’t know anything about this company. I don’t see any reviews on them. They don’t really have good branding, so not great.

Those are all some reasons why your website traffic might not be converting. If you’re interested in this and you want to learn more—maybe you have what you believe is a pretty great website and you think you’d like to have it audited—we’re absolutely happy to do so, whether you’re a current client or not. Just reach out to us.

And, that being said, I think that’s about it for this episode. This was episode 14: “Why is my website traffic not converting?” Once again, I’m Michael Norris and happy Wednesday. Thanks!

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