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7 Reasons Why Your Website Doesn’t Deliver

Your website is the face of your small business. For the vast majority of consumers, that’s all they know about your business – and what they see and experience there directly influences the ultimate decision about whether or not to purchase your products or services. As a result,  every effort should be made to design and build a site that’s visually pleasing, easy to navigate and answers a customer’s question.

But many small business websites are flawed, with some critical errors that blunt a customer’s desire to buy and keep the business from growing. Here are seven reasons why these websites fail to deliver.

1.  The site doesn’t appeal to the target audience. Whatever you’re selling, there’s a target audience for it – and the information you gather on this audience should influence the site’s design and content.  A younger demographic is likely to respond more favorably to bright colors, eye-catching imagery and brash headlines. Customers in an older age bracket should see images that reflect their group and there should be liberal use of larger font sizes and uncomplicated navigation. Don’t try to please everyone. Design a site that’s certain to appeal to the people you most want to reach.

Dead links that take visitors to a external non-existing page or, worse, to an empty page on your own site should be avoided at all costs. They give the impression of a sloppy, incompetent business – one they’re not inclined to patronize.

3. Content is stale and/or boring. It’s not enough to put up a website, slap some content on it and move to the next thing. In order to attract prospective customers, you should continuously post fresh updates about your products or services, as well as related news about your business and, if possible, articles or blog posts that answer consumer questions. (Maintaining a blog on your site means posting something new at least once a week to keep people coming back and improve your SEO ranking.) Content that never changes gives the appearance your business is either gone or just treading water.

4. The site is slow to load. Flashy design is a tricky thing to pull off. If you go too far, the site looks crowded and gimmicky. Worse yet, the site becomes slow to load – and nothing kills a visitor’s interest more than having to wait for your site to appear in its entirety. Best website design advice? Keep it simple.

5. There’s no clear call-to-action. So visitors come to your site – now what? Every page should have some call-to-action, whether it’s inviting them to sign up for your newsletter, take a step closer to purchasing your product or contacting you for more information. Never leave people wondering what the next step should be.

6. The shopping cart doesn’t work properly. Once customers decide to buy, the check-out process should be simple and easy to follow. If there’s a glitch in the process and they have to start all over again, they’ll probably opt to go elsewhere.

7. The websites isn’t “mobile-friendly.” If you know your target audience, you know their buying habits. These days, that frequently means they’re inclined to buy through their mobile devices. A site that’s mobile-compatible will result in repeat visits from customers who primarily shop by smartphone or tablet.

Meta posts first-ever revenue drop as inflation throttles ad sales.

July 27 (Reuters) – Meta Platforms Inc (META.O) issued a gloomy forecast after recording its first ever quarterly drop in revenue on Wednesday, with recession fears and competitive pressures weighing on its digital ads sales.

Shares of the Menlo Park, California-based company were down about 4.6% in extended trading.

The company said it expects third-quarter revenue to fall to $26 billion and $28.5 billion, which would make it a second year-over-year drop in a row. Analysts were expecting $30.52 billion, according to IBES data from Refinitiv.

Total revenue, which consists almost entirely of ad sales, fell 1% to $28.8 billion in the second quarter ended June 30, from $29.1 billion last year. The figure slightly missed Wall Street’s projections of $28.9 billion, according to Refinitiv.

The company, which operates the world’s largest social media platform, reported mixed results for user growth.

Monthly active users on flagship social network Facebook came in slightly under analyst expectations at 2.93 billion in the second quarter, an increase of 1% year over year, while daily active users handily beat estimates at 1.97 billion.

Like many global companies, Meta is facing some revenue pressure from the strong dollar, as sales in foreign currencies amount to less in dollar terms. Meta said it expected a 6% revenue growth headwind in the third quarter, based on current exchange rates.

Still, the Meta results also suggest that fortunes in online ads sales may be diverging between search and social media players, with the latter impacted more severely as ad buyers reel in spending.

Alphabet Inc (GOOGL.O), the world’s largest digital ad platform, reported a rise in quarterly revenue on Tuesday, with sales from its biggest moneymaker – Google search – topping investor expectations. read more

Snap Inc (SNAP.N) and Twitter (TWTR.N) both missed sales expectations last week and warned of an ad market slowdown in coming quarters, sparking a broad sell-off across the sector. read more

On top of economic pressures, Meta’s core business is also experiencing unique strain as it competes with short video app TikTok for users’ time and adjusts its ads business to privacy controls rolled out by Apple Inc (AAPL.O) last year.

The company is simultaneously carrying out several expensive overhauls as a result, revamping its core apps and boosting its ad targeting with AI, while also investing heavily in a longer-term bet on “metaverse” hardware and software. read more

Meta executives told investors they were making progress in replacing ad dollars lost as a result of the Apple changes but said it was being offset by the economic slowdown.

They added that Reels, a short video product Meta is increasingly inserting into users’ feeds to compete with TikTok, was now generating over $1 billion annually in revenue.

However, Reels cannibalizes more profitable content that users could otherwise see and will continue to be a headwind on profits through 2022 before eventually boosting income, executives told analysts on Wednesday.

“They are being greatly affected by everything,” Bokeh Capital Partners’ Kim Forrest said, referring to the economic slowdown as well as competition from TikTok and Apple.

“Meta has a problem because they’re chasing TikTok and if the Kardashians are talking about how they don’t like Instagram … Meta should really pay attention to that.”

On Monday, two of Instagram’s biggest users, Kim Kardashian and Kylie Jenner, both shared a meme imploring the company to abandon its shift to TikTok-style content suggestions and “make Instagram Instagram again.” read more

CEO Mark Zuckerberg did not appear to be swayed, however.

About 15% of content on Facebook and Instagram is currently recommended by AI from accounts users do not actively follow, and that percentage will double by the end of 2023, he told investors on the call.

For now, at least, the metaverse part of Meta’s business remains largely theoretical. In the second quarter, Meta reported $218 million in non-ad revenue, which includes payments fees and sales of devices like its Quest virtual reality headsets, down from $497 million last year.

Its Reality Labs unit, which is responsible for developing metaverse-oriented technology like the VR headsets, reported sales of $452 million, down from $695 million in the first quarter.

Although Meta has recently slowed investments as cost pressures increased, executives reassured investors it was still on track to release a mixed-reality headset called Project Cambria later this year, focused on professionals.

Meta broke out the Reality Labs segment in its results for the first time earlier this year, when it revealed the unit had lost $10.2 billion in 2021.

Its second-quarter operating profit margin fell to 29% from 43% as costs rose sharply and revenue dipped.

In November, Chief Financial Officer David Wehner will become Meta’s first chief strategy officer. Susan Li, Meta’s current vice president of finance, will become CFO.

Reporting by Katie Paul in Palo Alto, Calif., and Nivedita Balu in Bengaluru; Editing by Peter Henderson and Lisa Shumaker