Small to medium sized businesses and family-owned operations depend on their local customers. Whether you own a restaurant or retail shop, or work as a contractor or in a trade-related industry, most of your business qualifies as “local.”
Your website is the most vital link you have to your customers, but can they find your website when they conduct a Google search? Most web designers fail because they use SEO methods that are too broad in scope. If the traffic your website is generating lives on the other side of Phoenix, there’s little chance it’s going to result in any business.
This begs the question, “How can a web design specialist target the local market that is most likely to use my business?”
Why do some web designs fail?
A website’s success can only be measured by the business it generates. Anything else is nothing more than a vanity project. While there are many web designers in Phoenix that are skilled at building websites, few have any understanding of marketing and business.
You may have the most beautiful website in the internet, but if it doesn’t generate business then it’s a waste of money.
Before you can design a successful website, you have to understand why so many fail. Our Phoenix web design company identified three main reasons why websites fail, so ask yourself if any of these sound familiar…
Reason One: My website isn’t generating traffic – This is undoubtedly the most common reason why a web design fails. Many small business owners hire a web designer who they know personally, or perhaps a friend of a friend. They build an attractive website at a reasonable price, and then sit back and wait for the phone calls to start pouring in.
Unfortunately, simply building a website doesn’t establish a Phoenix business’ internet identity. When consumers are in need of goods and services they use search engines like Google to find what they need. If your website doesn’t appear on the search results page, nobody will ever be able to find your site, which means you’re not generating traffic.
As mentioned above, most web designers have little experience with marketing and SEO (search engine optimization). Without an effective website marketing strategy, your site will flounder in obscurity.
Reason Two: My website isn’t generating the right kind of traffic – If you’re getting lots of phone calls from people living outside of your service area, or your website metrics show plenty of traffic but customers aren’t contacting you, then your web design is failing to generating quality traffic.
Our web design specialists often encounter situations where SEO was used ineffectively. A good indication that your web designer optimized for the wrong keywords is repeatedly getting phone calls from customers asking for a product or service you don’t offer.
You may also get web-based traffic outside of your service area. In Phoenix, this can be a real problem, because someone who lives on the east side of town probably isn’t going to drive to the west side for lunch or take their car into the shop for repairs.
Attracting local business is the goal of most small to medium sized businesses. The vast majority of Phoenix web design companies fail to generate the right kind of internet traffic, which ends up costing business owners in the long run.
Reason Three: My website isn’t converting traffic into sales – In this situation, a web designer creates an attractive and functional website that is generating the right kind of traffic, yet little to any of that traffic is being converted into sales. There is a variety of reasons why this can happen, and not all of them are the fault of a web designer, but an effective web design strategy seeks to address potential marketing issues before they pose an insurmountable obstacle.
More often than not, quality web-based traffic fails to convert because of inadequate or ineffective marketing. Effective web marketing seeks to establish a business’ unique identity, outlining why their product or service is preferable to the competition.
Pricing is also a factor. If you own an oil change business and charge $55 for your service, but your competitor a block away is doing the same work for $45, you are probably losing business.
Even the layout, color palette, photos, written content, and overall “feel” of your website should be carefully considered. If the purpose of your website is to generate income, then every element is a marketing element.