6. Site Speed Is Too Low
Here are two related statistics:
- On average, a mobile site takes about 5 or 6 seconds to load.
- Most internet users will wait around 3 seconds for a site to load before they bounce.
Obviously, there are many websites out there disappointing their intended audiences!
This is a key reason the websites we build for clients not only look and perform amazing, but also have fast load times.
In the event your website doesn’t land anywhere near the first page, load speed might be the problem.
To see if that’s the case, you might want to take advantage of free online tools, like perhaps doing a mobile speed test from Google.
After testing, you may see that this is, in fact, an area for improvement with your website. If so, some of the ways you might be able to fix this are:
- Reducing image file sizes or cutting down the number of videos contained on single pages
- Reducing the number of HTTP requests for your site
Not sure how to do those? Our team of SEO experts is here for you!
7. Poor Site Organization & Navigation
Site organization is another important factor in ranking.
If the structure of your site isn’t clear, you may have a high number of users who end up on a page of your site and then “bounce” right off back to the SERP pages in search of a better answer to their inquiry.
This is what’s called a bounce rate, and Google doesn’t like it when it’s too high.
If more people are coming to your site and immediately leaving, it alerts the search engines that your site probably isn’t very good, and it likely won’t rank very well compared to your competition.
One way to really help with this is to give users a clear map – preferably one based on where they currently are in the buyer’s journey.
The heart of great user experience on a website is usually the navigation menu.
If users can’t clearly see what you do – and what their next action should be – after just a few seconds on your site, then it may be time to sit down and review your value proposition and site navigation strategy.
Think about offering some self-configuration tools to give users the feeling that they’re getting a personalized website experience that helps them get to what they’re looking for in the quickest time possible.
Also, make sure your navigation menu labels and even blog categories are easy to grasp and understand quickly, without much additional thought required.
(Remember, you want to speak in their language, so stay away from complicated jargon!)
8. Content Not Building Trust
All companies—whether they know it or not—are in the business of trust.
Businesses (regardless of industry, size, B2B or B2C, etc.) are ultimately only going to be successful if people trust them enough to purchase their product or service.
This probably sounds like common sense and something we can all relate to as buyers, but you should always be asking what your company is doing to build that trust.
Well, first, we all know what doesn’t build trust:
Situations where you end up on a website or speaking with a company and immediately feel like you’re being bombarded with sales pitches. You were just looking for information or maybe some honest help.
As buyers, everyone wants to be heard, understood, and informed so we can find the best solution for us.
So how do you build trust through your content?
To build that trust, you need to address people’s biggest questions, worries, and concerns on your website.
With that said, it’s time to take an honest look at your website content, and we recommend starting with your blog.
If you’re blogging on a regular basis, but your site isn’t ranking, evaluate what your content is about and how the messaging is framed.
Do all your blogs have an undertone about how your company is the best, why someone should buy from you, or why someone needs to talk to a sales member?
See, it’s not enough to just be creating content and blogs for your site; it must be helpful and trustworthy information.
And equally important is how you do it.
Your goal should be to build trust and give the reader honest, unbiased information – not to convince them to buy from you (unless you are 100% sure they are in the “decision” stage and ready to act).
After going through your blog, it’s now time to look at your site pages.
As counterintuitive as it may seem, your site shouldn’t be all about you. Instead, it should focus on what problems your product/service can fix for your prospects.
If your site is entirely “you”-focused, that doesn’t build trust between your brand and the user. The result of that could actually have an adverse effect on your ranking.
Another way to build trust on your site is by leveraging the power of video.
When your prospects are able to see, hear, and get a vibe of who you are before you even know they exist, you can bet that they’re more likely to be open to talking to you about your product or service.
So put yourself in the shoes of your potential customers. Read through your content line by line (or ask someone else to read it) and honestly determine if it is something users will feel is helpful, or if it’s more salesy. In doing so, ask yourself questions like:
- Is this content trying to convince your reader how great you are?
- Does it try to convince your reader how great your product/service is?
- Are you making blanket statements about how you’re a fit for everyone?
- Does the content try to push them toward one alternative over another, even though it may not be the best choice for them?
If any of these answers is yes, then it’s worth thinking about what the goal of your content is, what it should be, and how close it comes to hitting the mark.