The Top 5 Ways that Your Website Might Be Misleading Them
Customer churn, or customer attrition, are two of the many names given to what happens when you lose specific customers for whatever the reason, who no longer use your services or engage with you. This is a problem that businesses suffer from often, and no business is exempt — no matter how big or small. Perhaps even worse than losing a customer who has used your products or services in the past, is losing an individual who was at one time interested in your business but never became a customer at all.
Whether your customers are not returning or are not converting, the “why” is likely the same. Customers may not understand your business, what you do, how you help them, and why you can be valuable to their operation. Some of that miscommunication can come from emails, in-person meetings, or a variety of other forms of customer communication. However, it’s extremely likely that some of it (particularly with individuals who never contacted you in the first place), was from your website that failed you (and them).
Here are some of the ways that your website may be misleading potential (or existing) customers:
- Customers believe that you do not offer the services they want
Customers may believe that you don’t offer the services that they’re looking for if they can’t quickly find them on your website. Not only should you make sure that each and every one of your services is readily apparent, but you should make sure that SEO (search engine optimization) is in place for each of your services. Yes, SEO really is that important. You can do this by ensuring that you are using keywords that people looking for those services are searching for. You should also consider having a separate page for each of your services.
- Customers do not believe that you are a one-stop shop for their needs
Customers may not readily see the services you offer, including your other services related to their original needed service. They may assume that it would be easier to go with another company that can meet all of their needs in a one-stop shopping experience. Make sure that customers know the comprehensive list of services you offer. One option is to have each of your services mentioned (with a checkbox) on the inquiry form. Another is to add hyperlinks to and from each additional service from the individual service pages suggested above.
- Customers believe that you are too expensive (or more likely, too cheap!)
Customers may see your website and believe that you are too expensive based on your color choices, logo choices, and level of elegance on your page. While you want your page to be representative of your brand and the people that run it — you don’t want it to be misleading. While it’s never okay to be sloppy, for example, or to have typos — it might be a bit overkill to have an extremely expensive website if you’re selling very basic and affordable services.
Or, if your target market is luxe and high-end, you probably want to avoid bright colors like neon yellow or patterns like polka dots. Click here for a blog about colors and what they can mean for your brand. You should also keep in mind that customers often equate quality with expensive. So if you’re trying to decide between pricing levels, you should probably err on the higher side. It will only help you.
- Customers believe that you are not approachable
Is there a contact form on your website? Is it hard to find or hard to follow? The length of time that it takes a customer to figure out how to get in touch with you is directly correlational to how approachable they think you are. And also how receptive they think you’ll be when they need you over the course of your contract with them. Be sure your website clearly communicates the various ways they can contact you and gives them a welcoming feeling.
- Customers believe that you are not the best at what you do
Do not assume that a customer will know that you are good at what you do. Especially if they’ve never worked with you before. And while it may seem artificial or uncomfortable to toot your own horn, it’s necessary, especially when marketing to prospective clients. You should prominently display any awards that you’ve won, certifications that you or your associates have, and testimonials and/or logos of clients that you’ve pleased along the way. Make sure to have a place or form where customers can review you. And use a regular system to get those up there as well.
You can never have too much information singing the praises of your company. Also, having a well-maintained blog or newsletter articles that are published frequently on your website lends credibility to your business. It’s a really important thing to do– and it’s so easy, you just have to do it!
If you feel that any of these potential issues may be at play with your website, you can benefit from a website review. This can help you figure out what the issues are and make sure that your customers know exactly what you can give them – – and take you up on it!