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2 radical reasons why you don’t need a new website

by Jo Shaer, on December 4, 2017

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The Lollies talk to a lot of business owners who are stuck!

Your business is not growing and you come to us with sad tales of website traffic that doesn’t produce the quality enquiries you need.

Usually, you’re asking for a quote to build a new website, convinced that this is the answer...

I’m sorry to disappoint but.. simply building a new website will not guarantee that you become unstuck.

With that in mind, the questions we always ask first are:

  • Why do you think you need a new website?
  • What do you think is the matter with the one that you have?
  • What do you want visitors to do when they arrive on your site?
  • Why do you think your website visitors are not doing that?

Which kind of stops you in your tracks.

You’re used to smarmy agency guys and web developers who will grab your money, whip up a new design… and then disappear into the sunset when the new site performs no better than the old one.

But these questions are different and it takes you out of your comfort zone.

Some MDs will try to drag us back to the topic of a new website but - unless your website is several years old or not mobile friendly/responsive - we stay firm.

Why you don't need a new website

Wouldn’t it be better to understand why your current website isn’t working before wasting your money by repeating the same mistakes on a new one?

These are the answers we are seeking when you employ us to do some initial investigation.

In many cases, Google Analytics shows that your existing website is attracting some traffic but only a few visitors are completing the form on the contact page.

We look at what your traffic is actually doing? We analyse the on site behaviour of your visitors and identify missing information or areas of friction that are stopping them from making an enquiry.

Here's a couple of examples of the two main ways that we help existing sites to perform better rather than charging businesses for a new site that still doesn't work.

Increase your traffic to lead conversion rate

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A fire and security business owner came to us with two sites. Different companies in different locations but offering the same services. He wanted to know why visitors on one site were completing his contact form but it wasn’t happening on his other site.

The sites were almost identical in their layout and the topics covered. But, when we looked more closely, we noticed that the difference was in the copy. One site listed the features in a series of bullet points while the other used longer copy to explain the benefits.

In this instance, rushing into a website redesign would have been pointless.  Changing the copy on the struggling website to focus on the benefits resulted in an increase in the traffic to lead conversion rate.  

Lesson learnt - don’t make assumptions, make investigations!

Increase your lead to customer close rate

A recent example involved a manufacturer with an ecommerce site that had run a Facebook ads campaign to promote a new product. Hundreds of people had loved the ads and clicked through to the site ready to buy… but very few had completed their purchase.

Frustrating and annoying, but what do you do? Well, the client was leaning towards a complete redesign… supported by his web designer, who was already counting the money. Instead, we took a closer look.

After monitoring the behaviour of the traffic, it became clear that visitors were confused about how to actually reach the page where they could buy. They were clicking what they thought was a button and going nowhere, getting frustrated and leaving without making a purchase.

Instead of spending £1000s on a new website, our client was able to make some changes to the layout of the page for a couple of hundred pounds. The result: An increased lead to customer conversion rate and an improvement in revenue.

In many cases, the answer to your lack of leads is something as simple as that. User experience.

Lesson learnt - don’t make assumptions, make investigations!

That’s not to say an expensive new website definitely won’t help - a modern design with better navigation and ways to engage visitors is a good thing. However, without thoroughly investigating the problem, the same mistakes may carry over. 

But that’s not the end of the story…

Can you see how a few simple, but educated, website tweaks can increase both your conversion rate and your close rate to make your existing website traffic really work for your business?

Better still, if you know the lifetime value of a new customer, you plug all this data into our fabulous calculator to see how these tweaks can make a real impact on your bottom line!

Click the image below and prepare to be amazed!

Inbound revenue calculator

Topics:website-design

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