In terms of “suckiness”, we can’t just apply the term to an entire website. We first judge a site on its visual attractiveness, whether it looks good on our mobile, and then how it behaves for us. We consider its ‘flow’ (ease of navigation), how easy it was to find, whether it gives us (quickly, quickly) the information we’re seeking. We look at the ‘language’ and decide if it fits us – is it verbose? obscure? laden with grammatical errors? Trust is built from reading what the business has to say, and what others say about it.
But WE decide if OUR website sucks if it’s not doing the work it’s designed to do – if no one is buying, if no one is signing up, if no one is visiting.
Many businesses have a high opinion of their website. They feel it reflects their values, their business, and looks pretty good. They don’t mind letting it sit still from season to season, sort of acting like a digital business card or brochure. If it has their logo, an About Us page, a representation of their product, and contact information, it’s good. But it doesn’t hurt to take another look.
Let’s get out the mirror ::
Does your website accurately reflect your business? Does it look & feel & sound like you? Is it genuine? Does it convey your passion?
- Once your page loads, users form an opinion (about the validity of the business) in .05 seconds.(Source: Kinesis)
- Once on a company’s homepage, 52% of visitors want to see “about us” information. (Source: KoMarketing)
Is it beautiful? Does it show your property, your people, your product in its very best light?
- Given 15 minutes to consume content, two-thirds of people would rather read something beautifully designed than something plain. (Source: Adobe)
- 38% of people will stop engaging with a website if the content/layout is unattractive. (Source: Adobe)
Do visitors to your website ‘hang out’? How long do they stay on a page?
The average human attention span has declined from 12 seconds in the year 2000 to 8 seconds now. This is much shorter than the attention span of a goldfish (at 9 seconds) (Microsoft)
Is it reaching your next-generation buyer?
- 48% of users say that if they arrive on a business site that isn’t working well on mobile, they take it as an indication of the business simply not caring. (MarginMedia)
Is it reaching other types of visitors?
- One-in-five users require web accessibility (high-low contrast, read out loud, keyboard capabilities, big cursor) to use a website (Source: Userway)
Is it selling?
- $1.1 trillion of all retail sales in 2011 were “web-influenced.” (Source: Forrester Research)
- 47% of website visitors check out a company’s products/services page before looking at any other sections of the site. (Source: KoMarketing)
- Once on a company’s homepage, 86% of visitors want to see information about that company’s products/services. (Source: KoMarketing)
Does it result in more onsite visits?
- Once on a company’s homepage, 64% of visitors want to see the company’s contact information. (Source: KoMarketing)
- 70% of customers visit a store based on information found online
- 88% of consumer local business searchers on a mobile device either call or visit the business within 24 hours
- 86% of people look up the location of a business on Google Maps
Does it have good search results?
46% of all searches are local searches
- 33% who use mobile phones to search for local companies are looking for the location
- 97% searched online to find a local business
- Search beats social media by more than 300% as a traffic source
- 40% of people will choose a different search result if the first is not mobile friendly. (Skillcrush)
Conclusion: A website needs to be more than just a pretty face. It needs to pull its weight like any other business tool to get you business, get you sales. If your website isn’t working, we can help.