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Five Ways Your Website is Costing You Money

Is your website making money or costing money? If you aren't sure, the answer is probably the latter. You might be ready to fix up what's broken, but first, you must understand the purpose of a good website: to increase revenue, create strong relationships with your audience, and promote brand awareness.

No matter what type of business you have, increasing revenue is a top priority. If done right, a website is more than capable of attracting customers who are eager to rent your venue, purchase your catering service, and more. 

However, most clients won't give you their hard-earned money if no semblance of a relationship between you and the customers is established. Customers want to know if you and your business are reliable and trustworthy. Otherwise, their money will stay in their pockets, and your sales won't rise.

So how do you build a solid relationship with your current and future customers? It's easier said than done but nowhere near impossible. To put it simply, you must market your brand through multiple channels. Promoting your brand through social media, ads, and word-of-mouth will bring awareness to your business in multiple directions, showing that you're serious about what you offer. Soon, they'll see that you're a reliable expert and get that much closer to purchasing from your company.

Many small businesses create websites to accomplish these goals, yet just as many fail to do so. If you want to move from wasting money to earning money, you need to examine your website to see if it measures up to its full potential. What does that look like? Great question. Consider these five questions as you audit your website for profitability.

Is my website attractive and up-to-date?

There's nothing worse than going to a business's website only to find that their photos, offers, and posts are outdated. Why? Because displaying outdated content tells possible customers two things: You're either out of business, or you simply don't care enough to update your information. Neither are messages you want to send to your prospects! 

Customers need solutions, but they also want to spend their hard-earned money with a reliable business that will provide them with a return on their investment. When they come to your website, they're looking for answers to their "today" problem. If they find that your last blog post was four years ago, they may assume your solutions are no longer relevant. This assumption will have them looking for another business that can solve their issue with up-to-date answers.

Is my website mobile-friendly?

Technology is consistently changing, making it easier for consumers to view and purchase orders on the go. One of the most significant changes to e-commerce is consumers' ability to view websites and purchase products from their mobile devices. With the swipe of their thumb, they can scroll through your website to see what you and your business are about and what you offer.

Consider these questions as you review your website from your phone: 

  • Do prospective customers have to zoom in to see your tiny words?  

  • Does the flow of the page still make sense on a mobile device? 

  • Is your website slow to load, making it tiresome to research your business?  

As a small business seeking revenue growth, you can't afford to lose mobile business. So, what do you do? Take the time to make sure your website is easily navigable on phones, tablets, and other smart devices! If you fail to create a website that is easy to use while on the go, you'll lose customers before they even make it to the point they want to inquire.

Is my website too wordy? 

Wordy can mean many things, from complex vocabulary to using too many words to say something. When selling products, services, or promotions, you want to get the point across as efficiently and concisely as possible.

Shrink those sentences, condense those phrases, and adopt the "less is more" mindset. Attention spans are shorter than ever before, so if your website is full of unnecessary content, customers may get intimidated and run away to the safety of your competitor's clean and straightforward website.

Is my website easy to navigate?

How can you expect to receive an increase in revenue if the links to your products don't work? After viewing your business' promotions on social media and other corners of the web, your customers go to your website ready to learn more and even buy from you. But, broken links and empty pages prevent further engagement between you and a prospect, leaving your sales at a standstill.

The best way to have a user-friendly website that customers will love? Double-check, even triple-check every link and page! If you don't review your website regularly, you risk the chance of coming across as unprofessional and poorly prepared.

Does my website encourage email opt-ins?

People don't check websites every day, but most do check their emails daily. Newsletters are a great way to increase revenue because it keeps you in the forefront of customers' minds. Some people will click on a website and love it, but the business may become irrelevant and forgotten after a few days.

A consistent newsletter will not only remind customers of who you are but also build a trusting relationship between you and them. With a strong relationship, customers will begin to see your business as a reliable way to solve their problems, which leads to a decision to purchase your products and services.

As you build your website into a money-making platform (instead of one that costs you money), keep in mind the purpose of a good website. Don't lose sight of the fact that your website is a tool for cultivating strong relationships, increasing revenue, and promoting your brand. Even if it means starting from scratch, having a website that actively generates revenue is worth the overhaul. 


Aleya Harris

Owner, Flourish Marketing

Aleya Harris, an award-winning marketer and former chef and catering company owner, is the Owner of Flourish Marketing, an agency that provides marketing education, strategy, and tools to help wedding, catering, and event professionals get and keep a consistent stream of clients.   Aleya is a StoryBrand Certified Guide and she uses that narrative-based framework to develop clear, engaging, and highly converting marketing assets, like websites and social media solutions, for her clients.  Aleya is the current Marketing Committee Chair for NACE and a top speaker at conferences...