Why do so many websites fall short?

There are about 700 million websites. But to most of us, only a tiny fraction of those sites exist because we jump from bookmark to bookmark, scanning our favorite homepages and refreshing our feeds.

People are loyal to websites that draw them in because, simply put, the majority of those 700 millions sites are just plain bad. Of millions of websites analyzed by Marketing Grader, a whopping 72% received a grade of 59 out of 100 or below, which essentially means 72% of websites are failing to attract new visitors and convert leads. Marketers everywhere are asking, “Why do so many websites fall short?”

Although websites were introduced over 20 years ago, the vast majority still function on old-school paradigms established in the 1990s. Most websites today act as digital brochures or a brand silo, offering little substance. Even if a website has a good balance of design and utility, few companies are building websites that serve their primary purpose: to attract visitors, convert leads, and delight customers with rich, relevant, and valuable content.

A website should be a company’s salesperson, and it should be the core of a firm’s marketing machinery and thought-leadership strategy. We see a lot of companies getting hung up on one aspect of their website that needs fixing, such as better SEO or a sleeker design—one of those old-school paradigms. Today’s buyer is looking for a website that delivers a personalized, integrated experience every step of the way.

HOW TO CREATE A SUCCESSFUL WEBSITE?

First you need to understand a few fundamental things about your target audience and your sales strategy:

What is your typical visitor looking for?
Who is and is not your ideal customer?
What is the potential value of each customer, both short and long term?

The answers to these questions and many more will affect the design, content, and structure of your website. Too many times, these questions aren’t asked or the wrong inferences are made from incomplete information or the reliance on assumptions.