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Website enhancement: Top 3 reasons your business’ site doesn’t convert

website enhancement - featured prepped for video

Creating a user-friendly and informative website is critical to the success of your business. This is why it’s so important to focus on website enhancement. Too many business websites suffer from low conversion rates as a result of some very common problems. From a poor user interface to incoherent branding or a lack of call-to-action elements, there could be many reasons why your business website is suffering.

We’re going to provide you with some simple site enhancement tips that can be used to improve your website conversion statistics. With some basic content editing tips and advice for lead generation, you should be able to take your business website to the next level. Our goal is to help you avoid the most common issues that limit the effectiveness of your brand’s online activities.

Three reasons why your business site has a low conversion rate

The digital marketplace is cluttered with a seemingly endless number of brands all competing for the same space. As a result, you need to ensure that your business website follows some basic but effective web design principles. Here are the three key things that you should avoid when creating your business site.

Before you start implementing your website enhancement tactics, it can be useful to have conversion benchmark. The average conversion rates vary greatly by industry, business type, and business model. For landing page conversion rates, please see this excellent article by Impactbnd.

Poor user interface

Too many business websites try and dazzle new customers with fancy graphics and special features on various web pages. Such websites will have a low conversion rate as potential customers are likely to be put off by slow loading times. This is why you should concentrate on making the user interface as simple and functional as possible. When it comes to website enhancement, simplicity often outperforms an unnecessary abundance of possible actions.

Example of poor navigation and operations borrowed, credit MockPlus.com

Anything from broken links to a poor color choice or a small font size that makes text hard to read can quickly put new customers off from engaging with your site. Even though it’s tempting to include all of the latest widgets on your business website, it’s important to think twice. Remember that most customers will usually be looking for the most basic information about your brand and products or services.

Lack of purpose and ‘call-to-action’ design elements

Many business sites also suffer from having little in the way of call-to-action features that inspire customers to find out more about the brand. Call-to-action elements could include anything from an offer to sign up to a mailing list, to special promotions for new customers.

If your web content fails to include any obvious next steps for your customers to take, then your website conversion statistics will most likely decrease. This is why purpose and direction is so useful to your website enhancement implementation. In other words, make sure that all of the content you create has a clear purpose and includes a handy link. This will ensure that all potential customers have an easy time engaging further with your brand.

Incoherent branding

Cultivating clear and consistent branding is one of the most effective web design principles that often gets overlooked. Failing to achieve a coherent tone of voice throughout your website will only alienate potential customers.

It’s also relatively common to find business websites that are littered with spelling and grammatical mistakes. It’s vital that you take the time to proofread any content that you create, and make sure that your tone of voice is well-suited to your target audience.

Effective website enhancement principles to follow

If you’re serious about getting better results from your site, you need to focus on website enhancement. It’s usually a good idea to seek professional assistance, but there are also some simple tips that you can follow. Implementing these actionable tips will provide you with a moderate boost to your website conversion rates.

Focus your branding and brand positioning

Branding and how you position yourself is actually more important to site enhancement than many might believe. Think about what it is that your business offers and place this in the foreground on your website. Make sure that you concentrate on what makes your brand different from your rivals.

There is plenty of competition in the online marketplace, but we can show you how online lead generation for small businesses can work wonders. Above all, it’s about using your website to position yourself favorably to any potential customers. Anything from the choice of font to the use of outgoing links can make a big difference.

Find your audience and ideal website visitor

Consider who is most likely to be reading your website. For example, whether they are young or old, male or female can make a huge difference in how you tailor your content. By understanding your company’s demographics, not to mention psychographics, you will be able to anticipate exactly what they will be looking for.

Think carefully about your language use and website aesthetics, as such features can make your website much more welcoming to any new customers. Don’t forget that we can help with content creation for a variety of small businesses.

Simplicity and website enhancement

The best website designs are those that make it easy for the user to find what they’re looking for. Including user-friendly features like navigation bars can make a big impact on your website conversion statistics. However, navigation bars and user experience is just as much about what you exclude as what you include. Just consider Tesla’s homepage, with their products, shopping cart, and a sign-in link the only options from the main menu.

Screenshot of the tesla home page (https://www.tesla.com/), demonstrating simplicity and clarity of design.
Screenshot of the Tesla home page

Remember to include your contact details in order to make it simple for any customers to get in touch. Ensuring that your content is easy to read will also help improve your conversion rate. If you need any assistance with content editing, we’ll be happy to help.

Remember mobile users when implementing your website enhancement tactics

More and more people are using smartphones and mobile devices to browse the internet. As a consequence, it’s important to make sure that your website is as mobile-friendly as possible. This essentially means that your website should be able to adjust to different screen sizes. Anything from featuring large text to avoiding slow-loading graphics can all make a big difference.

Another detail that can enhance your website for mobile performance is paragraph size. Even though there are no hard and fast rules, some SEO website software suggests that paragraphs should be no longer than 150 words. However, even those paragraphs can look neverending on a mobile device. Our advice is to always double-check how your page reads on a smartphone before publishing. 

In terms of paragraph length, a good rule of thumb is that you generally want to see the end of the paragraph when you start reading it.

As you can see in the image, we try to stick to that rule of thumb as much as we can. Even though in some schools of thought white space is wasted space, it can be very beneficial. It gives a more open and spacious feeling.

A side note on website enhancement is that your website is your home base, but having more than one online point of contact is strongly recommended. Social media should never be underestimated, and many mobile customers may even bypass your site to check out your social media channels. So be sure to keep these updated regularly for the best way to keep any potential customers engaged.

website enhancement mobile phone paragraph example
Mobile device example from our article on User Intent.

Final thoughts on improving your website conversion statistics

We’ve outlined some very simple, but effective web enhancement principles here. The principles can establish a web design that will help improve your conversion rates. However, there’s always more work to be done. Do you need any help acting these website enhancement tips or need to improve your search engine rankings? Please don’t hesitate to get in touch using the contact form below.

Although anybody can take simple steps to make their website more user-friendly, you may need professional assistance if you want to take things to the next level. We have plenty of experience in helping businesses of all sizes and, and we specialize in improving the websites of small and local businesses. We look forward to helping you improve your online visibility.


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Christoffer Sørensen, CEO & Founder

Christoffer is the CEO and Founder of Virtual Visibility Media. It’s our goal to make SEO and digital marketing affordable and easy enough for anyone to have a fantastic website – while making it the easiest task on the local business owner’s to-do list.