Why Your Website Might Be Losing Clients

Think funnel first, design second

Do you feel like your website is outdated and needs a redesign? Do you think that if you redesign it, it will magically start attracting more clients? You may be thinking that this time around, you’ll get it right.

What if I tell you I launched 3 different websites that completely flopped back in 2015-2017? I was fresh out of my Master’s program and got into a PhD. I was looking to create some passive income with my skills as a designer and writer. So, I launched some affiliate marketing websites but soon gave up as I didn’t have the right direction.

Fast forward to 2020, I relaunched my agency’s website, Applet Studio, and it started converting. I redesigned it 4 times in a row over a year. So, I know what I am talking about. As someone who doesn’t give up easily, I didn’t expect to see immediate results.

In case we haven’t met, I am Olga – welcome to Made by Applet! MBA is a sister website of my main Squarespace business, Applet Studio. Here at MBA, we create unexpected Showit designs helping business owners launch and maintain a spectacular online presence.

Websites are more science than art. If all your website aesthetics and tech are intact, then the problem lies in different areas you haven’t considered.

For a website to be truly successful, it needs to excel in several critical areas:

Offer

This is about what you’re selling and how it’s presented. Is your product or service clearly defined? Does it solve a problem or fulfill a need for your target audience?

Traffic

It’s all about getting eyes on your website. But not just any eyes— you need the right kind of traffic that’s interested in what you offer.

UX (User Experience)

This is about how users interact with your website. Is the navigation intuitive? Is the design aesthetically pleasing and functional? Are there too many choices that overwhelm the visitor?

Copywriting

The art of persuasive writing plays a huge role here. Your website’s copy should engage visitors, address their pain points, and encourage them to take action.

You have to dive into your data and analyze where people are leaving the website without purchase. Is it an issue of low traffic? If that’s the case, then your immediate focus should be on fixing this problem. You can achieve this by creating engaging content on social media platforms to enhance your visibility or by optimizing your site’s SEO to improve your rankings on search engines like Google. This could involve keyword research, content optimization, and improving your site’s technical SEO.

However, if you notice that your site is getting decent traffic but the conversion rates are low, then the issue might lie elsewhere. It could be that your offer isn’t compelling enough, or perhaps the copy on your landing pages isn’t convincing enough to convert visitors into customers. This is where A/B testing can come in handy. Experiment with different offers, tweak your sales copy, and see which versions perform better.

Moreover, don’t underestimate the power of email marketing. Once you have a visitor’s contact information, you can nurture that lead by sending them valuable content, exclusive offers, and personalized messages. This helps build a relationship with your potential customers and gently nudge them back to your website when they’re ready to make a decision.

All these strategies are components of what’s known as a marketing funnel. A funnel is essentially a roadmap designed for your clients, guiding them through the journey from the moment they discover your brand to the point where they make a well-informed decision to purchase. It’s about creating a seamless and engaging experience that addresses the needs and concerns of your prospects at every stage of their buyer’s journey.

At this point, you might be wondering: How can I manage all this? Is this even achievable?

I like to think of a website as a layered cake. You add layers of biscuit and cream, then decorate the cake – that is, you could eat it without decoration, right? It will still taste good. So, treat your website like that. Work on one area of improvement at a time. For instance, add more engaging copy to the landing pages, add more landing pages for your offers, add blog posts to generate organic traffic, re-organize the menu, test, and tweak until you find the right mix of design and content that leads to a purchase.