It is a sad story shared by many business owners. They invest so much time and money in creating a website, hiring website designers, coders, and search engine optimisation (SEO) experts, with the aim of increasing customers. Yet the business does not grow as expected, and the return on investment (ROI) from the investment in the website is negligible. If your website is only costing you money, then there are five immediate changes you must make in order to begin seeing that ROI.

1. Design Revamp

The design of your website could be playing a big part in the issue of your poor-performing website, for the following two reasons.

a) Your website design puts visitors off

Even if your website designer is personally loves the bright-red background with bolded black text, it likely scares away many website visitors. Select colours that are compelling and provide comfort and that match the personality of your business. Always choose a simple design so website visitors are captivated and can easily locate what they are looking for.

b) The intricate website design means pages are slow to load

If your website looks amazing, the load time might be so slow that website visitors become frustrated and depart the website. Bring on a new website designer to determine whether they can fix some of the coding aspects that may be slowing load times on your site. Consider changing to a new hosting provider to ensure faster speeds.

2. Track Metrics and SEO

For this area, you should use a professional and experienced expert in SEO. An SEO expert will be able to optimise your website with the right keyword combinations for search engines so you are listed at the top of searches. The expert will submit your website to online directories, and will edit all of your website content so that it is SEO-friendly.

You should also track your SEO and general website metrics. This can be done by signing up for Google Analytics, or you can find out whether your SEO expert is proficient at analytics and website metrics measurement. By analysing your metrics, you can determine what is blocking conversions, and then make necessary adjustments.

3. Include a Call-to-Action

You may be failing to convert visitors to customers because you are not telling them what to do. On each and every page, include a call-to-action that directs website visitors as to the next steps for them to take. Point them to your contact page if they have queries. Direct them to the listings of products so that they can investigate their choices. Ask visitors to go to your “About” page if they have queries as to who you are and what your business does. Such directions will assist visitors in finding their path to becoming a customer of yours.

4. Insert Links to Social Media

Being able to interact and communicate with potential customers through social media is the best way to convert them to actual customers. By including links to social media on your website, you provide website visitors with the option of getting to know your business better. You can chat with customers on social media, as well as handle any customer service issues, and can answer any queries they may have as to your business. Furthermore, customers will be able to share your posts, spreading your business name across the web.

5. Mobile Optimisation

As 60 per cent of internet access is now from mobile devices, your website designer will likely suggest your business website to be optimised for mobile platforms. Design your website so it is mobile-friendly, and you should offer users a seamless and responsive mobile experience. With 83 per cent of consumers forecasted to buy via mobile this year, it is critical to have a strong presence on mobile devices.

This article was contributed by Magicdust, who offer quality and scalable development, ecommerce solutions, online marketing services and website design Sydney and Australia wide.