November 10, 2023

Bad websites are bad for business

Is your website sabotaging your marketing efforts and sales results? Quite possibly.

It’s easy to think the most important thing about your website is simply to have one, but that’s not true. In fact, if you have a website “just to get something up”, you could be doing your business a disservice.

While we all preach that you shouldn’t judge a book by its cover, websites don’t get quite the same treatment. Your website serves as the digital face of your business. It’s your online front of house, your virtual lighthouse to guide the sailors of the interwebs. You get the gist.

Importantly, your website (along with your logo) is often the first interaction potential customers have with your brand. If your website falls short or creates obstacles for its visitors, it will drivie prospective clients away rather than attract them.

When websites go bad

Kick’s web development team has seen a thing or two when it comes to websites. We’ve seen some bloody fantastic websites, but we’ve also seen some pretty crappy sites out there too. Some of them have been a DIY job, while others businesses have actually paid for — ouch.

To paint a clear picture for you, here are a few key elements that can go awry from what we’ve spotted firsthand:

Wrong purpose: Your website must align with your goals. For example, if you have created a website that is kind of just a digital business card but you’re trying to run digital ads for lead generation, you’ll likely see high bounce rates because the website isn’t fit for its intended purpose.

Misalignment with your offering: Whatever product or service you have on offer, your website should reflect this. Consider this: you’re launching a cutting-edge product that is all about your tech expertise, but your website isn’t responsive. This sends a mixed message and can erode trust.

General dodgy vibes: While we’re on the topic of eroding trust, broken links, poor user experience, and outdated content can destroy trust in your brand and frankly come across a bit dodgy. Keep in mind, the condition of your website directly influences how potential clients perceive your business.

Failure to represent brand values: Your website is a reflection of your brand. If your business focuses on sustainability, your website should convey that commitment. Fail to do so and you risk confusing customers and alienating your audience.

E-commerce pitfalls: For e-commerce websites that actually make sales, you need everything in place for your site to deliver all necessary information required for a confident purchase. We’re talking clear and detailed product descriptions, quality images, a simple and secure check-out process. Confusing product tiers, a lack of differentiation between products, and questionable product photography will lead to lost sales.

Good websites get the job done

There’s nothing like the joy of landing on a website that is easy to read and navigate. Everything you need is effortlessly found, it loads quickly, and there are clear calls to action that guide you on your way.

Your website is a super important digital asset for your business and your marketing success often depends on it being up to scratch.

Sure, you can whip one up yourself on the cheap and hope for the best... But if you value what your business offers and actually want to reap the rewards of having a website, investing in a well-designed, user-friendly, and purpose-driven website is a must.

If you want to get a feel for what’s possible for a website for your business, the Kick team can talk you through it — give us a shout.