If business were like online dating, your website would be your profile. This is what reveals whether you’re worth committing to, or whether customers should run for the hills. And, just like in a dating profile, you may be doing certain things online that are inadvertently giving your customers the ‘ick’.
In real online dating, these ‘ick’ indicators are fairly obvious. Everything from topless pictures to statements like ‘Just looking for a good time’ can turn long-term prospects off. But, there’s no flesh on display across your website (at least, we hope not!), so why are you still struggling to attract any real interest?
Honestly, there are a few mistakes that you could be making, and, considering that 42% of consumers won’t buy from a bad site, they can often be fatal. You certainly won’t find true customer love if your website does one of these three things.
# 1 - All Show, No Substance
You know your website has to look good, but no one likes a display that’s all show and no substance. If you don’t back up that great appearance with easy navigation, great product descriptions, and a winning brand story, then your website will probably never seal the deal.
Unfortunately, many companies focus on looks rather than website layers, and they quickly pay the price. Finding balance means working with an experienced web design agency that ensures your website has the best of both worlds. This will help you develop a website that’s both eye-catching and functional, which is exactly what you need to succeed.
# 2 - The Cat Fish Effect
We all know that great product and brand photography can make a huge difference in winning over shoppers. But, like with a dating profile, you need to make sure that those pictures are as honest as possible.
No one likes a cat fish, after all, and in the same way that model-worthy profile pictures can highlight a dating profile as fake, bad-quality stock images, or just highly doctored product snaps, will instantly cast doubt on the quality of your products. So, always prioritize taking your own product photography. Whether you tackle this in-house or hire a professional to do it, it’s a step you’ll be glad of taking.
# 3 - Conflicting Messages
You’ll also never secure sales if your website is packed with conflicting messages, such as stating so many years of experience on your home page, and a totally different number on your ‘About Us’ page. Equally, a humorous tone on one page and a serious academic vibe on another is sure to confuse. Much like a dating profile that has a completely conflicting tone!
Perfecting your brand’s TOV before building out your website is the best way around this. Clear TOV documents and training ensure that, even if various people or even out-of-house teams work on your website, they do so with one clear vision in mind!
Your website can absolutely win loyal customers around. Just make sure you don’t give them the ‘ick’ by steering well clear of these rookie mistakes!