Does your website suck? You may be turning customers away.

Is this customer on your website?

There are a few things you need to know about your site and its functionality as it affects one of its main user groups — your customers and potential customers.

Thinking of your website as a digital storefront is a good way to understand why you just can’t afford to have a website that sucks. While most businesses wouldn’t dream of having a messy, disorganized, confusing, hard-to-find storefront, many have websites that are exactly like that.

And just as walk-up potential customers may decline to enter a neglected storefront  — and don’t think it doesn’t happen because I turned away at the door of a messy restaurant in Nanton, Alberta recently even though I was really hungry — online customers will click off a web site that sucks in an instant.

So ask yourself (better still, ask someone who’ll give you an honest answer): “Does my website suck?”

Specifically:

  • Is it user friendly or is it hard to navigate?
  • Is it clean and organized? Is it mobile-responsive?
  • Do we understand that nearly one third of smartphone users will immediately navigate away if the site takes too long to load or is not instantly responsive?
  • Are we allowing for the fact that more than half of all Google searches are now happening on smartphones and tablets.
  • Are we aware that 40% of customers will abandon a website if it takes longer than 3 seconds to load?
  • Have we avoided frustrating customers by including our hours of operation, location, phone number, email address, and our social media links where they can easily find them?

You probably have work to do on your site. Don’t delay. You may be turning customers away.