Six Things People Don’t Like About Websites, Part II

 In User Experience

In part I of “Six Things People Don’t Like About Websites” we covered three technical aspects that may frustrate and annoy potential clients. In part II, we’ll cover content-related issues that may be putting people off and not generating the leads, or conversions you seek.

#4: Making it all about you.

“I bet you think this website is about you, don’t you?”

A common mistake is to make your website all about you. For online resumes, it’s a great idea. Otherwise, it’s usually better to focus on your business.

Instead of putting the spotlight on you, address the problems you solve, how you can help people, and what your website audience needs to know.

It’s all a matter of balance. So, it’s still important to help people get a sense of who is behind the digital curtain. Just remember to keep your self-promotion in context with the services or solutions you provide.

Also, avoid using jargon, words or phrases that may be unfamiliar to your prospective customers. When addressing your products or services remember that your website visitors are not likely as experienced or well-trained as you.

What may be common terms for you could have them clicking the close button faster than you can say “retrograde.” Focus less on technicalities and more on what your customer or client can expect to experience.

#5: Feeling like an infomercial?

We’ve all visited websites that feel like we are being interrogated, or yelled at as soon as the page loads.

Are you tired and frustrated…?

Order by midnight tonight!

If you call in the next five minutes, we’ll throw in an extra…

Ugh, don’t questions like these knock the wind out of your sails? Instead of bonking potential clients over the head with come-ons and clichés, put yourself in their shoes. Think about when you were searching the internet for help with a problem. Which sites drew you in and which felt like late-night infomercials?

Like a 1970s used car salesman (gold chains, chest hair, and all), some websites can actually repel visitors. So, drop the overdone, third-degree and instead be sincere, genuine, and welcoming.

Speak to their issues in a heart-centered, empathic way, outlining your unique solutions. This can foster a sense of connection and inspire interest in your offerings.

#6: Which way to go?

When you’re speaking with a potential client, you have the opportunity to ask questions and provide guidance.

When someone visits your website, you don’t have that level of spontaneity. It’s one-sided, one-way communication. As such, it’s best to provide information that helps the reader feel comfortable and inspired to connect with you.

You have to rely on your website copy and design to motivate visitors to take action. Typically this includes things like:

  • Inviting them to sign up for your newsletter, so you can start building a relationship.
  • Booking a free initial consultation, where you can discuss your process and have the opportunity to evaluate if you are a good fit for each other.
  • A trial membership for your “members only” content.
  • Attractive images, compelling descriptions, and other content to generate product sales.

Take the time to identify and clarify what you want your visitors will do when they visit your site. This is called your “Most Wanted Response.” Focus this on your ideal prospect (that potential dreamy client).

Examples:

I want people who are curious about Reiki to order my ebook.

I want athletes to signup for my newsletter.

I want yoga lovers to sample my newest product.

So, be very clear about who you are trying to reach and what you want them to do. It’s the best single best strategy for creating compelling content and an effective Call To Action (CTA).

Help is here! Our report will reveal today’s eight most common website blunders. It will help you identify and clarify where your website may be out of alignment. You will also receive practical advice on how to clarify your message, connect with your tribe and get your website’s groove back.

Quick Tips For Crafting Effective CTAs:

  • In most cases, it should be big, bold, and crystal clear to stand out and draw attention to itself.
  • Use contrasting colours. Be daring; don’t be afraid to choose a colour outside your usual palette. For the button, use bright and bold colours.
  • It’s an outdated opinion that a CTA needs to be “above the fold,” (visible without scrolling down the page). With mobile technology, we’ve become accustomed to “flicking through” content. So, feel free to insert it anywhere on the page.


Bonus tip:
We’ve all seen and are annoyed by instant popups that prevent us from reading the site content. While some studies show they might be effective, most people detest them. Ask yourself; does this set the right tone for building authentic, heart-centered client relationships?

In summary, your website is an extension of you and your business. If you want people to like your business, (and you), you need them to like your website. I hope the tips I’ve shared will help.

Missed out on part I of “Six Things People Don’t Like About Websites,” or need a refresher? View the article here.

Showing 2 comments
  • Sunday Oliver
    Reply

    I especially like the bit about the popups! When I was building my site (well, it’s still in process, but when I was first building the basics) everyone said, “You have to have popups, even though people don’t like them.” My thought about popups has always been, “Let me see some of what you’ve got before you make me sign up for it.” I left my signup in the right margin. So happy to find agreement here! And I appreciate what you’re saying in the rest of the post, too.

  • juliet Batten
    Reply

    Good advice, thanks Casper. I like that distinction between making a website not all about me, but all about my business. It’s an important point.

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