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Is Your Website Helping or Hurting Business? (Part 1)

Does your site look trustworthy, is it fast enough?

CORAL SPRINGS, Fla. — Online presence is one of the leading factors in successful business practice across all industries today. Though we’ve been walking the path toward a digitized economy for a decade or two, the pandemic shifted that transition into high gear.

Now, if a laundry’s website is hard to find, navigate or even look at, the consequences can be significant. No longer are reputation, print advertising and location the main drivers of business.

Online presence, design and visibility are essential elements of an effective prospect outreach strategy.

If you’re wondering whether your website is helping or hurting business, here are some questions to ask. This time, we look at your site’s appearance of trustworthiness and speed.

DOES YOUR SITE LOOK TRUSTWORTHY?

People judge businesses by their appearance. Whether it’s the building, employees or the website, how it looks will form the judgments of prospects who see them and will play a part in whether they decide to become customers.

If your website isn’t designed with the user experience in mind, it likely provides a poor user experience. Whether it be outdated visuals or challenging navigation, any disturbance encountered on your website can be a deal-breaker.

This is because, to the modern customer, a website is more than information about a business; it is a window into that business’ operations, managerial philosophy, competency and whether they’re proud of what they do.

If a site looks unkempt and outdated, the commonly drawn conclusion is that their services must be also. And that evaluation is largely made before a website’s content is read. 

• Mobile compatibility

It’s estimated that web traffic in 2021 is split nearly 50/50  between mobile and desktop searching. And this trend continues to favor mobile browsing year after year.

Though your website is likely accessible through mobile devices, if it isn’t built to adapt to a mobile screen, then it will be very difficult to navigate, which can turn prospects away quickly.

• The importance of legibility

If visitors to your site can’t easily read the information that is there, they will not stick around to translate it from same-color backgrounds, hard-to-read fonts or word walls.

Keep designs simple and easy to digest for readers who may only look at your site for a few seconds before moving on to a different option.

• Demonstrate personability

The best way to connect to prospects and one of the easiest aspects to overlook is how personable your website is. Customers need a sense of who you are and what they can expect from working with you.

A visit to your website is your chance to show off your team, build a brand personality and explain what you have to offer prospective customers.

IS YOUR SITE FAST ENOUGH?

When it comes to digital marketing, every second counts. As people adjust to receiving services and performing tasks faster on average, attention spans are getting shorter.

For your website, this means it only has a few seconds to load before your visitor gives up and leaves. And that demand for speed is only getting stronger.

A slow site is not only harmful in the short term through loss of those visits but can significantly impact placement on search engine results pages.

Search engines like Google, Bing and Yahoo examine a multitude of factors when deciding where to place your business of certain search terms (more on this below), and site speed is a decisive factor.

• How search engines deal with slow sites

If your site’s loading times and functionality can’t at least match your competitors, you’re creating several negative perceptions for prospects.

As your traffic goes down, so, too, does your ability to show up on search engines, making poor site speed a problem that makes more problems.

• Your need for speed

In the jungle of the Internet, keeping pace is a high priority. A professionally built website should take the factors that adversely affect site speed and capitalize on them. One that does not take these factors into account will likely fall prey to search engine filters.

To keep these factors working for you, it’s important to work with a solid hosting service and to resolve back-end issues before they affect your rankings.

Check back Thursday for the conclusion on the findability and security of your site.