The main reason why you don’t get leads and sales.
When I first became a web developer, WordPress never existed. It was first released on May 27, 2003 (yes, I’ve been at this longer!) Of course, in the beginning, it wasn’t at all what it is today, but everything has to start somewhere.
The thing is, WordPress has grown to such an extent that entrepreneurs and business owners think it’s the ONLY way to build a website. This is far from the truth, since many times WordPress is not the ideal solution to satisfy the needs of companies.
But I digress.
After reading this article, you will discover the main reason why your website is not giving you the results you want… and a big culprit is WordPress.
With the evolution of WordPress has come a number of problems and problems that many entrepreneurs and business owners are not fully equipped to handle. Because? Because they don’t know the full spectrum of brand identity and website design.
I mean, they have a WordPress site; What more do they need, right?
Mistaken.
First of all, WordPress started out as a blogging platform. A means for website owners to add a blog to their site and take advantage of the trackback, categorization and social sharing capabilities it offers.
It then evolved into a content management system (CMS) where you could easily create non-blog pages as well. Thus allowing the creation of a complete website without the need to know a hexadecimal code. Very good huh!
Well yes and no.
Despite how convenient WordPress has become for getting a functional website up and running quickly, there are other factors that need to be taken into account that are often ignored.
Factors like:
- – Branding and Design
- -Search engine optimization
- – Usability and Accessibility
- – Validation code
- – Optimization of image and page load times
- -Marketing
- – Drafting
- – Analytics
And when these factors are ignored (or not done very well), that’s when the business owner finds that their new, fast and convenient website has become very disappointing in attracting new leads and sales.
So a great compensation has occurred. Cheap and convenient for lost leads and sales.
One of the main reasons for this is the brand.
If your website looks like any other WordPress site, you have lost your uniqueness that shows your business as distinctive from the competition.
What needs to happen is that you appeal to a specific audience, your target market, that spurs them to action.
Unfortunately, whether you purchased a theme or used one of the free templates available, chances are good that it has lost that appeal and you will look like the hundreds, if not thousands, who have used the same theme.
Not only that, but if you’re using an “out of the box” theme, that means no real branding of the business has been thought of.
How is your website being received by your ideal target market? Does it seem boring and/or amateurish? Are you turning them off because they assumed within seconds that you’re not the right one for them? Are the right colors, fonts, and images used to entice them and compel them to take action? Are they confused and don’t know what you offer?
A confused mind says no every time.
If you’re not sure what the answers are, chances are you don’t fully understand or appreciate what a brand is and how important it is to the success of your business.
So if you have a high bounce rate (meaning if people leave your website upon landing), then that’s a great indicator that your brand (or lack thereof) isn’t working. It is certainly not the only factor, but it is significant.
Good branding starts with identifying your ideal target market and unique selling position and then creating a visual representation of your business that will attract the right people for the right reasons.
Once you have done that and created a unique brand that is specific to you and your business, then your website will no longer look like another WordPress template and you will be on your way to commercial success.