What is expected of a website today is much different than 5 years ago, and nothing close to one from the 1990’s. Putting that in perspective, the smartphone was only invented about 6 years ago!
So if your website hasn’t seen a refresh in many years, chances are you are suffering from one or more of these deadly sins:
1) Most websites treat everyone the same.
Just because advertising is mass-market doesn’t mean your website should be. Each visitor on your website has different needs or is in a different stage of the buying cycle. Then why treat everyone the same? A website that contains great content plus context delivers a more personalized and delightful web experience.
2) Most websites focus on me-leadership instead of thought leadership.
When visitors arrive on your website, it’s important to clearly state what you do or offer and why visitors should stay on your website instead of hitting the back button. But too often, websites turn into promotional brochure-wear where it’s all about “me, me, me” and not about the actual customer. That might be why the average bounce rate is 60-70%.
3) Most websites are still ignoring mobile.
I browse the internet on my iPhone or iPad more than I do on a desktop computer. So does the majority of world, apparently. It’s estimated that by 2014, more people will access the web via a mobile device than a PC (Tweet This Stat). It amazes me how many websites are still not optimized for mobile despite the growth trends in this area (here are 23 eye-opening mobile marketing stats you should know). A study by MarginMedia found that 48% of users say that if they arrive on a business site that isn’t working well on mobile, they take it as an indication of the business simply not caring. I guess I’m not the only one.
Does your website have any of these problems?