If you’re unhappy with your website’s performance, you’re not alone.
Everyone expects a certain level of performance from their website — bloggers want bigger lists, businesses want more sales, and non-profits want more participation.
But it doesn’t always work out the way you’d like, right? And when your site isn’t converting well, the lack of results can leave you feeling frustrated, confused, and defeated.
The good news is, it can be fixed. The great news is that correcting the problem is usually just a matter of making a few minor changes.
You need to do an evaluation of your site.
If your website isn’t bringing you the results you want, then it’s time to figure out why. To do this, you need to take a “step back” and assess your site as objectively as possible.
For the best results, try to look at your site through the eyes of your audience, and be ruthless in your critiques. The more honest you are with yourself during this evaluation, the more effective it will be.
To help you review your site, here are 8 things one should look at while doing a website evaluation for client.
1. Website Load Speed
How long does it take your website to load a complete page? The longer your site takes to load, the more sales you stand to lose.
2. Focal Points
When your website loads, what’s the first thing on the page that grabs your attention? Is it your logo? Your photo? A banner ad?
Having the wrong element of your site as the focal point can distract people from the item you want them to take action on, so pay careful attention.
If you’re having problems finding your focal point, load up your website and close your eyes. Then, when you open your eyes again, take note what part of your site your eyes go to first.
3. Visual Appeal
You’ve probably heard the sayings, “content is king” or “design doesn’t matter.” Neither are true. Recent studies have shown that the visual appeal of your site makes a measurable impact on its effectiveness.
4. Color Schemes
Since each color of the rainbow affects the human brain in different ways, especially when people are making purchase decisions, something as simple as choosing the wrong color for your site can hurt your sales.
To prevent this, you’ll want to study the psychological effect colors have on people.
5. Website Readability
This section involves 2 parts:
First, you need to make sure that your audience can understand your writing, meaning, you must write easy-to-read sentences by avoiding complicated words. In general, use the simpler word, if it exists, always.
Second, you must cater your content to how people read online
6. Check out the Competition
Everyone has competitors, so spend some time reviewing their sites and ask yourself these questions:
- What are they doing differently than you?
- How does their site compare to yours?
- Is it more professional looking?
- Do all of them use a similar color scheme and design style?
- What keywords are they using that you aren’t?
Arming yourself with this competitive research helps you in three ways.
First, remember, not all of your website visitors come to your site first. Some will be aware of your competitors, so knowing about their experiences will help you make your site more effective.
Second, studying your competitors can reveal your weaknesses. Whatever they may be, study them. Ask yourself why they are doing things differently and determine if doing something similar (but better) would help your site.
Third, it helps you find ways to take advantage of your competition’s weaknesses. For example, if their site is out-dated, improve yours. Or if they’ve overlooked a service or topic, take advantage of it.
7. Make your competition irrelevant
How easy would business be if you didn’t have any competition? Real easy, right?
The next step is to identify ways you can make your competition irrelevant. There are two key ways to do this:
First, think about how you can position yourself so that you’re the market leader. To do this, niche down your topics until you have no competition. For example, if you’re a web designer, you could become a web designer for litigating lawyers.
Second, you could offer more value than your competition by finding unique services and products or by improving the value of your current services and products.