What is wrong with my Website?

You provided all the necessary information to your web designer, spent valuable time drafting a summary of your business, and even posed for a few awkward photos for your bio page. You ventured outside with your smartphone to capture images related to your trade. After months or even years of waiting for the website to bring in new customers, its performance has been as useful as nettles growing in an abandoned car park.

Like Charlton Heston in Planet of the Apes, you throw your hands up in frustration, drop to your knees, and scream, “WHYYYYY?!” Why, after all that effort – the day and a half spent chewing on a frayed biro and scribbling notes about your business in your Aisling notebook – has the website failed to deliver on the designer’s promises? After all, you were led to believe that this would be your gateway to an online nirvana, a golden space where customers would flock to you, begging for your services. Technology is meant to be marvellous, isn’t it?

Unfortunately, reality falls far short. It seems that no one is aware of your website’s existence, and the few who do visit quickly abandon it – much like a half-built housing estate in rural Ireland – never to return. You shake your head in disbelief, concluding that the human race simply doesn’t appreciate how brilliant your business truly is. In turn, you give up on your website, allowing it to languish on a lonely server, forgotten and unloved, a monument to what might have been.

This is a common issue. While statistics may show that your website is receiving visitors, they aren’t converting into enquiries or opportunities for your business. So, what could be going wrong?

There are various reasons for this ‘churn’ – the term used to describe visits that don’t result in customer engagement – including lack of interest, accidental clicks, or visitors merely looking for contact details. However, at iBrutes, we are particularly concerned with six key aspects of your website that could be actively driving people away. These are the areas we aim to improve.

1. Correctly Written Information

It’s astonishing that in an age where every device comes equipped with spelling and grammar checks, many websites still contain poorly written content, littered with typos and basic errors. To be blunt: if your site appears amateurish and full of mistakes, no one will take it seriously. Make sure your text, headings, and any comments are carefully proofread. If in doubt, ask a competent individual to check it for errors.

2. Mobile Optimisation

These days, people are practically glued to their smartphones. As annoying as this may be to those around them, they’re browsing the web just like everyone else.

If your website is only designed for larger screens, mobile users will have to zoom in to read the content. Yes, zoom in—can you believe it? While it might seem like a minor inconvenience, it’s enough to frustrate users and make your business appear outdated and unprofessional. If you’re not catering to all types of users, why should they bother making the extra effort to view your site?

Some industries, such as taxi companies, heavily rely on mobile users. The message here is clear: make your site responsive, or risk losing valuable customers. Google will also reward responsive websites in search rankings.

3. Outdated Design

If you haven’t updated your site in a while, shame on you! We’ve all come across websites that are outdated, usually characterised by non-responsive designs, clunky layouts, and banner-heavy homepages with walls of text.

Web design has evolved significantly, and professionals in the field have established guidelines to improve user experience and drive conversions. That is, after all, the ultimate goal. Even if your site looks great, it could still be leading users down the wrong path.

While templates can be useful, are they specifically designed for your business? Strategic placement of information and clear calls to action are essential to ensure your message is communicated effectively, making it easy for users to take the next step—getting in touch with you.

4. Your Web Page is Too Slow

Everyone is in a rush these days. Patience may be a virtue, but users won’t wait around for a slow website to load. Modern users move quickly through pages, and if their experience is interrupted by slow loading times, they will swiftly move on to the next site.

One of the main culprits for slow page load times is unoptimised imagery. If your web developer hasn’t addressed this, it might be time to consider finding a new one. You can test different areas of your site to identify what’s causing delays. Remember, time is money!

5. User-Focused Content

We all enjoy talking about ourselves, but is that really what your website should be doing? Ultimately, websites are designed to sell goods or services. When a potential client uses Google, they’re typically looking for a solution to a problem.

Your website should clearly and quickly demonstrate how you can solve their problem. Get the benefits of your products or services across straight away, or risk losing their interest. If your site successfully shows that you can meet their needs, they’ll likely check out reviews, your reputation, and the ‘About Us’ section. But first, show them you can deliver.

6. Clear Calls to Action

If your website ticks all the right boxes, the next step is to get the user to take action. Strong calls to action (CTAs) are key to making this happen. For instance, a simple email sign-up form could make it easier for potential customers to get in touch. The idea is to make it as simple as possible for users to connect with you.

In conclusion, your website can be a powerful tool, but only if it’s built and maintained with care. By focusing on these six attributes, you can transform your site from an underperforming asset into a thriving digital presence that supports your business growth.