Why is my site not making sales?


Frustrated female entrepreneur, papers and a laptop

Are you one of these hard working entrepreneurs who puts so much energy, time and efforts on their website but for some damn reason it is still not driving sales? This piece is for you! In this post you will find the right formula for creating a website that fulfils its main purpose - sells your products and services.

Working with startups and relatively young businesses puts me in a position where I have to constantly explain that SEO is not magic. Converting websites are not built in a month and your work doesn't stop with creating blog posts every now and then.

So what should you be really doing?

Let's break it down. Use the below questions as your checklist when you audit your website and your activity around it.

components of online marketing on a tablet

Design

- Is your website mobile optimised?

One of the first thing Google will look at when ranking your site is whether it is mobile optimised. In 2018 websites are developed first for mobile devices and then for desktop, because users prefer to use their smartphones and tablets to access the Internet.

- Is your website easy to navigate?

Make sure all of your pages are labelled clearly. It is important for users to be able to find what they are looking for easily. In this case less is more and simplicity does go a long way.

- Does your website load quickly?

Nobody stays on a website that loads slowly. Your pages should load in less than 2 seconds. To achieve that you can check the strength of your servers and optimise your images for the web.

- Does your website look appealing?

Research shows that users decide if they will make a purchase in the first 10 seconds of looking at it. Your design must be catchy, modern, but simple at the same time.

💡Tip: Remember that user experience is extremely important not only from an SEO perspective, but also when a prospective client makes the decision whether to buy from you or not.

Sleek design of a website

Copy

- Is your website copy clean and engaging?

Anyone that comes to your website will first look at the design. If they like what they see, they would want to read what it is all about. That's why your website copy plays such a big role in conversion rates. It must be clear and engaging. No spelling and grammar mistakes (except if they are intentional). A call to action must be included but in a natural and creative way.

- Does your copy send the right message?

You need to know your target audience and their needs well. This will help you create the right product for them and the message with which you will present it.

- Do you converse with your audience?

Traditional copywriting is not trending anymore. People want to be part of conversations. So when you write, do it as if you are talking to your ideal client. Personality is key.

💡Tip: Your website copy is a vital part of your brand. It has a pivotal role in the decision making process of a prospective customer.

an open notebook and a laptop for website copy

SEO

- Do you have your contact details on your home page?

A lot of people don't realise that making it super easy for the consumer to get in touch with you is essential for SEO and also for sales. Put your contact details on the home page, in an area where they will be clearly visible.

- Do you have social media buttons on the home page and are they linked properly?

In today's market social media is essential for any business. A website without social links will not do well in the eyes of the search engines and in the eyes of consumers.

- Have you connected your website to the Google Console?

For your website to rank high on Google you should connect it to the Google Console. You can do that by creating a Google account and verifying that you own your website. Follow the instructions the Console will give you. Once you are ready to go submit the links to your site pages and force Google robots to crawl them immediately.

- Are you following Google keyword recommendations?

I am amazed how many people still think that in order to rank higher on the search engines they need to dump a certain amount of keywords on the home page. This approach is so 2008. Fast forward 10 years, in present times we use content that is keyword optimised but not necessarily keyword rich! Official Google recommendations for keyword density in 2018 are 0.5% to 2.5%. In simple terms, if you have a page of 500 words, you need to use your keyword 3 to 12 times on it, without affecting the readability.

- Is your meta data optimised?