If your website isn’t making money for your business, read on to learn why that could be.
I often hear statements like: “yea, I have a website but I don’t really use it…”
A lot of small business owners will get a website created (or DIY it) and then for years, the website just sits there. And when I hear that their website isn’t making money for them, a little part of my digital marketing heart breaks a bit.
Why? Because it is such a wasted opportunity! Your website isn’t just a place to tell people to go once they have already reached out to you. If designed correctly, your website can be one of the biggest sources of revenue for your business. No matter what industry you are in or what stage your business is at, a website designed for conversions is key to online success. So if your website isn’t currently generating you any revenue, there is an underlying cause.
Here are the top three reasons your website isn’t making you money:
1. They Are Confused
The biggest problem with most websites today is actually not the visuals- it is the messaging.
You see, people spend all their time focusing on design. They select beautiful stock photos, they fixate on finding the perfect brand colors and they spend hours designing beautiful Canva graphics. But when it comes to the actual organization and copy on the website, it is often an after thought. Don’t fall into this trap!
Yes- you want to make sure your website is beautiful and appealing the visitors. However, making sure they understand what you do and how you can help them is just as important! Here are a few things to remember when building your website.
- Make sure you have a defined target audience. Remember: when you target everyone, you are targeting no one! Speak to one very specific person when writing.
- Keep it short & sweet. People want to get the answers they need instantly. Use headers, bullets & concise language to make sure your copy is easy to skim.
- Rethink what you offer. Are your services packaged up in a way that appeals to your audience? If not, consider tweaking the verbiage or what is included in your packages.
- Split the pages. Don’t overload one page with too much information. If you have a bunch of different services, give them each their own page to describe them properly.
- Make everything crystal clear. Make sure your website copy tells people exactly what they will get, why they need it and what they should do next. People need direction!
Want high-converting website templates with these features already built in? Check out our templates here.
2. They Don’t Trust You
If people understand exactly how you can help but your website isn’t making money, there may be a trust problem. You need to not only tell your audience how you can help them, but prove it!
The best way to do this is with previous examples and success stories.
You should incorporate as much social proof as possible throughout your website (especially in spots where you ask your audience to take the next step!). Here are some elements to incorporate:
- Written testimonials
- Video testimonials
- Screenshots of texts, FB messages or comments
- Case studies describing the problem and how you fixed it
- Before/after screenshots or images
3. They Never See It
If your website does a good job at showing your audience exactly why they need your services but you still aren’t getting traction, consider your traffic! Are you getting enough people to your website?
Way too often, business owners put up a website, do nothing to promote it and then wonder why no one is responding. The hard truth is that a website alone is not enough! You need to be driving qualified traffic to that website often and there are two very popular ways to do this: Search & Social.
Search engines (Ex: Google & Bing) are constantly crawling websites trying to determine which pages have the most relevant information for particular keywords. It goes something like this…
- Bill owns a plumbing company in San Diego California and he wants his website to get noticed by people on Google.
- To make this happen, Bill uses several SEO tactics to optimize the homepage of his website for the keyword “Plumber In San Diego California”.
- After a few months, Google indexes (or stores) these changes.
- Then, John goes onto Google and types into the search bar “Plumber In San Diego California”
- Google pulls up Bill’s website within the first few search results.
- John clicks on Bill’s website, finds his contact info, calls him and hires him.
This is a super simplified description of how search engines work, but you can get an idea of how powerful search engines can be at getting more people to your website.
Social media is getting bigger and bigger every year. So, if you aren’t making the most of it, now is the time! Social media can be used for any business in any industry to drive traffic to your website. My advice? Start with one platform and get consistent on it. Then, once you have that down, you can take on more from there. Here are my favorite platforms currently:
- Instagram (Mostly Reels)
- Facebook (Mostly FB Groups)
Your website has the potential to not only showcase your business, but to double or even triple your revenue!
To audit your own website further, check out our Trello board with The 20 Things Every Website Needs To Be Profitable.