Why your website isn’t winning you any business

Posted: Saturday July 4 2020

By: Abbie Coleman

Why your website isn’t winning you any business

By Lisa Slater 

I’ve lost count of the number of business owners that say they don’t get any business through their website.

If there are no technical problems with your site and you generate good sales elsewhere, then the problem is usually one or both of the following:

  1. You aren’t getting enough visitors to your site
  2. Your visitors aren’t converting into customers/clients

I might be biased because copy is my speciality, but I truly believe that copy is the most important aspect of your website. Well-written copy can resolve both these issues and get you the results you want.

Not enough visitors

Your website is like an online shop so if nobody is coming in then you’ll struggle to make any sales. The good news is there are lots of ways you can drive more traffic to your site including:

  • Improve your search engine optimisation (SEO) so more people find you
  • Build brand awareness and create a greater online presence
  • Get more links to your site

There are lots of things you can do to achieve these things, including adding a blog to your site.

Blogging is great for SEO because search engines like sites that regularly add new content. Blogs naturally include keywords and you can link to other pages on your site which all helps with SEO.

Blog posts are great for sharing on social media which helps build brand awareness and increase followers. If your blog is good, others will share your posts and link back to your site too.

Creating and sharing quality content is one of the most effective ways of increasing website traffic so if you want more visitors then start blogging.

Not converting visitors

Getting visitors is not always the problem. I’ve had many clients who spend a fortune on ad campaigns but don’t see any results. The ads are getting people onto their site but they just can’t seem to convert them.

If this is happening to you and your website is live, functions correctly and all the links and buttons work, then the issue is probably your copy.

Your website copy is your sales pitch and it needs to do the following:

  • Tell the visitor they are in the right place
  • Explain how your product or service benefits the visitor
  • Persuade the visitor to take the required action

If your copy doesn’t keep readers engaged, show them exactly why they should invest in you and tell them what action to take, then they won’t convert into customers.

Is it really that easy?

Many will argue that it takes more than a great blog and persuasive copy to make a website work, but nobody will deny that these two elements are important. There are many things you can do to generate more traffic and convert visitors but working on the copy is a great place to start.

Write website copy that engages visitors, build a blog your target audience wants to read and promote your website and blog as much as possible. When you get the balance right, you’ll see an increase in traffic and an improvement in results.