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6 Reasons Why Your Consultancy Website Isn’t Converting (+Tips on How to Fix Them)

by Analuz Abing

March 24, 2020

Website Guide 5 min

6 Reasons Your Consultancy Website Isn’t Converting (+Tips on How to Fix Them)

You have your consultancy website up and working, but you’re still not getting the conversion you need.

What could have gone wrong?

Take this time to re-evaluate your website efforts. There may be some of it preventing your visitors to turn into paying customers.

Get to know these website practices that are slowing down your conversion efforts.

Bad Website Practices That Affect Your Conversions

1. Bad web design

1. Bad web design

Bad web design results in bad user experience. And when users don’t enjoy browsing your website, they leave and don’t return at all. In fact, 88% of consumers do.

Build a pleasant browsing experience for your customers with a user-friendly design. Something visually appealing, digestible and not misleading.

Start by getting rid of the following:

Multiple CTA in a single page

This confuses users of what action to take, leading to website abandonment. It’s ideal to have one clear CTA (call-to-action) per page.

Overloading text

People love visuals. Looking at a text-covered page bores them.

Check your pages right now. If you have a page with lots of texts, try to break it down by inserting images.

Bad navigation

Your visitors don’t have time to learn how to navigate your website.

Keep your menu visible and well-categorised. This way, users will know where to go the moment they land on your website.

Excessive colour contrast

Too many colours distract your users. Go with a 60-30-10 distribution for your primary, secondary, and accent colours, respectively. This rule balances out three contrasting colours on your website.

Learn also about brand colour psychology. This helps you choose the right website colours that reflect your brand and keep your website eye-pleasing.

Not mobile-friendly

In the mobile age, using a responsive layout is crucial. You don’t want to miss 80% of users who use their mobile device for searches.

Outdated layout

Keep up with the times! Make sure your website is up to date. Start with the big website trends this 2020.

2. Poor page speed

2. Poor page speed

Page loading speed matters to your users – a lot. A 100-millisecond load time delay already results in a 7% loss in conversions.

Users don’t want to waste time. When your pages take time to load, users won’t hesitate to look for better online resources elsewhere.

Don’t lose them. Test your page speed and analyse what makes it slow using tools like PageSpeed and GTmetrix.

When your page speed isn’t up to standards, apply these practices:

Compress website files

Compress files, such as JavaScript and CSS, using software applications like Minify. This reduces their size and helps them load faster.

Use appropriate image formats

Use ideal image formats for web, such as GIF for icons and JPEG for images. Avoid using heavy formats like BMP and TIFF.

Find a reliable hosting provider

You may have optimised all your website elements, but it will be all for nought if your server itself takes too long to respond.

Find a hosting provider that helps you maintain the fastest page speed possible.

3. Lack of SSL certificate

3. Lack of SSL certificate

People now demand security more than ever.

You can’t blame them, considering that data breaches exposed 4.1 billion records in early 2019.

Securing your users’ information is earning their trust and confidence. And when they consider you reliable, they’re more likely to do business with you.

Earn a trust badge online with an SSL (Secure Socket Layer) certificate. It protects shared data between your users and your website from cybercriminals and identity thefts.

And users know when you have one. A padlock appears on their browser alongside a “Connection is secure” notification.

SSL also affects your search ranking. Search engines reward SSL-equipped websites with higher rankings in search results.

4. Ignoring customer feedback

4.Ignoring customer feedback

Your website should be a two-way channel.

Hear out what your customers have to say about your business. This empowers and makes them trust you more, strengthening your relationship with them.

Besides, they decide your faith whether to increase your conversions or not. So, use every opportunity to get on their good side.

Encourage customer feedback by adding these elements to your website:

  • Contact info: Put your contact details – such as your phone number, address, and email – to every page of your website. The footer is an ideal location.
  • Feedback page: Ask your customers how they feel about your website – as well as your business in general. Provide a page with a form they can fill out.
  • Customer service: Setup a customer support team. If you can make them available 24/7, the better. Give your customers options on how to contact them, whether through hotline, email, or chatbox.

5. Wrong traffic

5. Wrong traffic

You may get a lot of traffic. But does it come from your target audience?

Let’s say – you get hundreds of visitors per month, but only five of them converted into leads. This is an alarming statistic.

One reason is your design, copy, and marketing strategies are attracting the wrong audience.

When building your website, always have your target audience in mind.

Go back to your mapped target personas. Revamp your website based on their personalities, preferences, and behaviours.

Don’t have a target persona yet? Learn how to create one.

6. Failure to assess conversions

6. Failure to assess conversions

The most effective way to solve a problem is to get to the root of it.

Find out the root cause of your conversion rate by tracking your conversions.

This lets you identify the loopholes in your conversion funnel. Know what’s stopping your users performing any action on your website, like clicking on your CTA buttons, availing your discounts, or fulfilling a purchase.

Start auditing your website by gathering these data:

  • Overall conversion rate
  • Pageviews
  • Bounce rate
  • Percentage of new traffic
  • Average session duration

Use analytics tools like Google Analytics to track all the data above.

Get those conversions you deserve

You may have applied the practices above to your website, which indeed hurt your conversions.

But it’s not too late. Now that you know what the problems are, it’s time to solve them.

Use this guide and improve your conversions now.