Why a professional website matters and the facts to prove it
"Where can I find you online?"
If you're a business owner in 2020, then there is no skirting this question. Everyone and their mom has a Facebook page, Twitter account, or TikTok presence. And your business is no different.
But the real question is... "Do you have a professional website?"
That's right.
It's not enough to get by on social media when trying to make a sustainable living or run a respected business. The bar is high.
Consumers expect an easy Google search and a professional landing page for what they're looking for. And if they're looking for your business and don't find it... Well, then they'll just go to your competitors.
Here's why a professional website matters and the facts to prove it.
1. The 15-second rule
Now I know what you're thinking. This has nothing to do with etiquette when eating food off the floor.
The 15-second rule is all about your website's bounce rate.
What is a bounce rate you ask?
This is the number of people who are landing on your website and then immediately leaving. Approximately 15 seconds is all it takes to send website visitors back to the land of Google search or capture their attention long enough to stick around.
Chartbeat did a study that looked at deep user behavior with 2 billion visits across the web over a month and found that most people who click don't read. In fact, a stunning 55% spent fewer than 15 seconds actively on a page.
So why do you need a professional website? Because even if visitors do find you through a Google search, they are less likely to stick around (and buy your services) if your landing page screams "home-made."
2. Decision Overload
I don't know about you, but when I hit Netflix on a Friday night, I spend a solid 30 minutes just scrolling my options before finally giving up and just making my husband choose a movie.
Why?
Because decision fatigue is real.
A study done by a Columbia University professor, more eloquently, drives this point home.
A free tasting booth was set up at a supermarket on two consecutive Saturdays. One Saturday, 24 flavors of jam were available, and on the other, 6 were available.
Which setup do you think sold more jam?
I think you see where I'm going here.
When 24 jams were available, 60% of the customers stopped for a taste test, and 3% bought some. When 6 jams were available, 40% of the customers stopped for a taste test, but 30% bought some.
Say what?
Yep. While the larger display attracted more people, the smaller display sold more jam. About 6 times more.
A 600% increase in sales!
So what does all of this have to say about your website?
That modern, minimal, easy-to-navigate, dare I say it - professional-looking websites are more likely to convert. If you hit your website visitors with 20 navigation tabs, wall-to-wall paragraphs of text, and advertisements galore, then they will go running for the hills.
Less is more.
3. Ain't nobody got time for that
Let me ask you a question.
What's your first memory of surfing the web?
Did you have dial-up internet? Did you have time to make a sandwich, go to the bathroom and organize your pencil drawer all while waiting for a website to load?
Well, hold onto your butts for this one because times have changed.
Forget killing time to wait on a website. Now 40% of people abandon a website that takes more than 3 seconds to load? 3 seconds?!
That's just enough time to think, "Wow, I'm bored." And move on.
So the bad news for not-so-professional websites? They're more likely to have lag time and never even see the light of day when it comes to potential customers.
If Karen down the street, selling the same handmade leather bags, has even 1 second on you, then you can kiss your customers goodbye.
A 1-second delay in page response can result in a 7% reduction in conversions. AND if an e-commerce site is making $100,000 per day, a 1-second page delay could potentially cost you $2.5 million in lost sales every year. (Stats from neilpatel.com)
Yikes! (Really, Karen?!)
4. How Users Read Websites (Spoiler: They don't)
In researching how people read websites, the Neil Norman Group found that 79 percent of test users always scanned any new page they came across; only 16 percent read word-by-word.
Think about that the next time you go to look for information.
I know I'm guilty.
I scan and scan until... Boom! Information collected. Moving on.
This means, as a result, that your website needs to be highly "scannable."
Highlighted keywords
Subheadings
Bulleted lists (see current example)
And one MAIN IDEA per paragraph
Anything more than this and readers will breeze on by.
Gone are the days of mass text. Say hello to graphics, imagery, and white space. White space is golden, my friend, remember that.
5. Fresh Content
Nothing says professional more than having fresh content on your website. It means you're on top of your game and providing value to your customers.
With zero connections and only a month old blog, Robbie Richards grew his traffic to 272% in 30 days by creating the right content and promoting it to the right people.
"If you build it, they will come."
That's right. Consistent content creation will make you look more professional and increase organic traffic to your website.
A win-win.
What is fresh content you ask? Think blogging, podcasting, youtube videos, etc. etc.
Time to get creative friends!
Need help bringing your creative vision to life?!
I know how overwhelming it can be to start your online business. That's why I decided to create a simple and easy process. Together we’ll build a stunning website that you can launch in just two weeks!
Book your free consultation call today! Chat with me about your website goals and together we’ll navigate the best solutions for your business.
