The brutal and silent truth behind why websites fail.

wondering-man

Hard questions to see if your website is failing:

  • Is your website helping your business?
  • Are you getting the sales or leads you want?
  • Are you collecting website performance data?
  • Do you have a website with low traffic?
  • Are you having high bounce rate?
  • Is the website slow on the mobile?

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The No. 1 reason why websites fail is that it lacks a clear strategy.

This is not just our own opinion. It is a known fact and there are many articles about it (Medium.com and  ducktapemarketing.com). Enough proof?

Nonstrategic websites fail because it...

... is one of 1,197,982,359 websites in the world

There are over 1 billion websites in the world and your existing or new shiny website is just a drop in that vast Internet ocean. Often, websites fail because it exists only to have an online presence. It's not going to be effective.

... has low incoming traffic

An aimless website waits for visitors. They will publish the URL on business cards, letterheads, and email signatures. Ask yourself an honest question, how many times have you used it to find the website? Have you thought of a better way to let people know about your site?

... contains confusing and untargeted messages

Do you have a 30-seconds business pitch? What is that, you ask? Assuming you are in the lift with Bill Gates going up to the 47th floor. He politely asks, “So, what do you do?” How would you pitch your business? Most people will leave your website after 5-10 seconds. That means they may not even scroll down. How will you say to them?

... is aimless and goalless

A common mistake is to build a one-size-fits-all website. Websites fail when it tries to fit in as many messages as possible on the same page. It talks about company history, its mission and vision, the products, services, and its features. It typically has a Google map embedded and it has a Contact Us page. Sounds familiar?
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Common myths & mistakes

An attractive site will draw more visitors

The world's most visited website is google.com. Ironically, it is also the world’s simplest site. There must be a right reason for having a beautiful website. For instance, hotels and jewellery sites need beautiful high-quality images. Beauty has a cost. It will impact loading time. So, it has to be optimized.

Increase engagement by adding interactive features

Animations are typically used to encourage greater interactivity but the novelty will fade over time. Also, not all interactions work on a mobile device. For instance, there is no mouse over or hover action. So interactions are often missed and the message is lost. Appropriate and relevant content is a better strategy to improve engagement.

Add more information and functionality

In most cases, less is more. Streamlined content and targeted functionality are better, especially for first-time visitors. Case in point, an iPhone is often seen as an easier smartphone for novice users. Why? There is only one button. Simplicity, though harder to master, is essential.

IF you're a business owner and...

a website is critical to your business

the current website is failing

you want to draw more visitors to your website

are in need of a website and want the correct help

you want a stand out website

We help business owners strategize and improve their website 2x or 3x.

A strategic website...

... is focused on one clear business value proposition.

A business value proposition is not the features of a product or service. A business exists to solve the problem(s) and the value proposition simply expresses the value of that solution. A common way to view this is by the amount of savings in money or time if they use your product or service. A strategic website focuses on value.

... has a carefully constructed headline and message.

A good headline must convey your business proposition concisely and accurately. A good headline tells the visitor if the site is relevant (or not) at a glance, typically in less than 12 words.

Case Study

Here is a little experiment.

This is Osiris Consultancy's website homepage banner. This is what you would first see. Look at the image and words. Without going to their website, can you identify their business proposition? What does the company do?

The answer is revealed when you mouse over or tap on the image (for mobile devices).

Osiris Consultancy is a corporate and private investigation agency. They provide various investigative services and specialize in brand protection and enforcement against counterfeit products, trademark and copyright protection, and corporate investigation.

A well-constructed headline conjures up emotions and power. These emotions include joy or satisfaction, urgency, disgust or scarcity. Powerful headlines are so persuasive that people simply can’t resist being influenced by them. But more importantly, a good headline conveys your business value proposition.

... differentiates and substantiate.

All good sports team carefully studies and evaluates the opposition before the game. Similarly, all good companies know their competitors and how to differentiate and substantiate their superior value proposition. Differentiation is what sets them apart. Substantiation is how they prove their superiority. A strategic website makes a concerted effort to highlight it.

... is targeted.

A strategic website is targeted towards a specific person-type, with a certain set of preferences and uses a specific device platform. So it helps to make an educated guess-work of profiling the people that will visit your website. This would influence the design and content. For example, makes sense to use a larger font size and use age-appropriate lingos If you are targeting middle-aged people.

Case Study

Little Precious Postnatal Care makes online presence impactful by targeting expecting mothers. Click here to see them on different social networks, Google My Business, etc. They are easy to find when you Google "postnatal care Kuala Lumpur".
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A well-targeted website has a relevant message that attracts people to read more and stay longer. This reduces the bounce rate (the percentage of visitors who enter the site and then leave, i.e. "bounce", rather than continuing to view other pages within the same site).

... positions for traffic.

Imagine printing a pile of flyers; instead of distributing at strategic locations, you leave them on a public bench hoping for some curious passerby to pick one up. It sounds absurd but that is how websites are treated. A website is analogous to a flyer. You need to hand them out at strategic locations where you would find people with a relevant interest. Finding that location is the challenge.

Case Study

Harvest Bible Chapel Kuala Lumpur appears on the first page of Google search. This is organic growth with the right strategy. Would having a constant flow of visitors to your website help your business?
Harvest KL - digital transformation strategies in church

... has a call-to-action.

A website without a call-to-action is like having a physical retail store and not have your staff greet and offer assistance to a walk-in customer. A call-to-action offers the customer to respond and express their needs in the simplest way, at the minimum to leave an email address. An average conversation rate is about 2.35% but the top 10 landing page sites have a rate of 11.45% or higher.

... is optimized for performance.

The loading time is amongst the most overlooked element of a website. It does not have to be the world's fastest site, but it should not aggravate frustration and must provide a good experience. To prove this point... as a marketing ploy, Heinz Canada (the ketchup company) has launched the world's slowest website. Let's see if you have the patience.

Case Study

This website was designed to be fast on desktops and mobile devices. We did it by optimizing the code, images, and delivering it intelligently.
You don't need to score 100 for speed but a fast loading site helps improve the user experience. A good performing site is favoured in the Search Engine Result Page (SERP).
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An effective website requires more than a good designer. You need a straight-talking strategist. Talk to us.

We are an intentionally small company, working with a few clients at a time. We believe in delivering quality results, not a cookie-cutter solution.