Business

Out Of Site: Why Customers Aren’t Coming Back To Your Website

Why Customers Aren't Coming Back To Your Website

The need for your business to have a website is something that most people just take as a given at this point. It’s actually kind of amazing how much we take for granted something that only the biggest and most advanced businesses were using even a decade ago. Thanks to the rise of services that allow you to create a website without knowing even the slightest bit of code, any small business owner is now in a position to get a website up and running in less than a single evening.

This is useful because without a website your business is likely to be pretty much doomed. What might have been a neat optional extra not that long ago is now one of the central aspects of your marketing, promotion, and commerce. Without a website, it’s hard for customers to even find your business, not only that but there’s a pretty common perception that without a website your business isn’t worth taking seriously.

So every business owner is aware of the importance of having a website in the first place, but it’s surprisingly common for them to drop the ball when it comes to thinking any further ahead than that. It’s not just about having a website; it’s about creating a website that customers are actually going to be interested in visiting time and time again. This is one of the most common problems that many small businesses have. They might have decent traffic to their website, but it’s rare that customers are actually returning to it. As important as new customers are, you should never neglect the need to for customers to keep coming back over and over. With that in mind, here are a few surprisingly simple reasons why customers aren’t coming back to your website.

Bad design

It might sound shallow, but it’s human nature to be interested in things that are visually engaging. After all, the design of your website is always going to be the first thing that customers see. They’ll have taken in the overall visual aesthetic well before reading and engaging with any of the content on it. Because of this, it really can’t be overstated how important the design of your website is. Think about some of the most successful companies in the world. A company like Apple has thrived almost entirely based on its design alone. Everything from its products to its website has a consistently sleek, elegant design that customers love. It’s an unfortunate fact that if your website is badly designed, hard to navigate, or just plain ugly, customers are going to lose interest in it. Not only that but a bad website reflects really poorly back on your business as a whole. The best thing to do is to hire a professional web designer to help you create a visually engaging and attractive site.

Poor functionality

Of course, even the more beautiful website in the world isn’t going to get much repeat traffic is it’s practically unusable. We live in an incredibly fast-paced world, and customers simply don’t have the patience to sit around waiting for web pages to load anymore. You need to make sure that your site runs quickly and smoothly, even during high traffic periods. Whether you’re implementing some performance tools for Java or optimizing CSS delivery, there are plenty of things that you can do to make your website run more quickly and smoothly. Don’t let your site get bogged down in flashy gimmicks and graphics either. Not only do they look incredibly dated but they often make your website far more difficult to navigate. Keep it simple and make sure that customers have access to all of the areas of the site that they really need.

Lack of content

Your customers are pretty unlikely to keep coming back to a totally static web page that never gets updated. Of course, if you’re running an ecommerce store from your website then they’re more likely to come back, but it’s still important to keep your site constantly updated with fresh content. For one thing, the more new content that you upload to your website, the better your SEO is going to be. If you leave it too long without adding anything to it, then you’re going to see your site slipping down the rankings. But content isn’t just a matter of search engine rankings; it’s a matter of customer engagement. You’ve got to be able to write meaningful and interesting content that your customers actually want to read. If you can provide them with that, they’re going to keep coming back time and time again.

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