Have you ever come across a website that just has too much going on, is too busy and too visually complicated? And when you do you rush to hit the “back” button and click away?
Your customers may be reacting the very same way when they come across your website.
Sometimes, to build a highly effective, lead generating website, you do too much. You add a page here, another page there. A widget here and a widget there.
You add more because you think it’s important, and you don’t want to miss an opportunity to convert a visitor into a lead. Except, you’re not making it easier for people to connect with you, you’re making it more difficult.
So how do you fix things? What do you do?
1. Clean up your site’s navigation
Only link to the pages in your navigation that are essential to your product/service offering. The fewer the pages in your site’s navigation, the better. It’s easier to navigate that way.
Check your data. The data doesn’t lie.
Log into your Google Analytics account. Then, go to “Content” and click on “In-Page Analytics.” There, you’ll get a live preview of your site along with statistics on the average click-rate for each of the pages in your navigation.
If you find that people aren’t clicking on something, is it worth taking up space on your navigation? (Probably not).
2. Cut down on the number of widgets on display.
You might think you’re adding useful Calls To Action by adding more widgets to your sidebar, but it’s possible that you’re only adding noise and clutter. Just as with your navigation, the fewer items you have in your sidebar, the better.
More isn’t always better.
3. Clean up your Calls To Action.
Look at your landing pages (or your product/services page) and tidy up your Calls To Action. What specifically do you want site visitors to do? Are you making it clear?
If not, what can you do to improve that page and move prospects closer to taking action on what you want them to do?