Why your website isn’t bringing in the business

21 July 2013

Despite what many believe, a website is more than just a brochure site for you business. It’s the first thing people will look at when finding out more about your business. So whether you’re a swanky Deira restaurant or are just setting up shop in the Dubai Mall, avoid the following to boost your online presence.

Poor design


Crazy colours on your website can be a huge turn off...

There are few things more likely to put off customers than a badly designed website. Remember the old sales adage “dress like you’re going to meet your ideal customer”? Well the same goes for your website. Glaring colour schemes and images that are the wrong size for the space are akin to wearing a tatty suit and ultra loud tie. Find a website design agency you can work with, and meets your budget criteria, and give your site a thorough overhaul.

Broken Links

Even if your design is passable, just one broken link will put visitors off. Go through your site and make sure every single link on the site works. You may not have the time to do this yourself, but do ensure the person given the task is up to the job.

Terrible navigation

There are two standard ways to help visitors navigate through your website – and only one that really works. Some people still use a side navigation bar, but the way forward is quick links at the top of the page to the most important pages on your site.

The most important links are your home page button, the products or services button, and the contact page button. Secondary to this are the About Us page, offers (if that is something key to business), and support/help button (if you are the type of business whose customers are support orientated).

The modern way to place the rest of your navigation buttons is at the bottom of the page. This is called the footer and, as long as it’s well laid out, can contain a huge number of links to other parts of the website.

For a generation of people who’ve grown up with the web, great navigation is essential.

Media that makes you cringe

You’ll see a lot of video on homepages these days. The reason it that is people take in visual information more quickly than words. However, if you’re video doesn’t load properly, is in the wrong language, is badly produced and sounds tinny, the result will drive people away.

If you are going to have video on your homepage make it good. One problem some companies have is their market is multi-lingual. The way around this issue is to make two videos, one in the first language of your market, and the other in the second language. Not only does this get the message across to everyone you want it to, it also shows potential customers you care enough about them to make the effort.

Dreadful content

Only an amazing website will overcome the problem of dreadful content. Content ranges from the main pages on your website, your blog, your product descriptions and your service explanations. Take the time to write carefully, or employ a copywriter who’ll help you put across your message in the right way to attract customers.

Social Media fails

Content can also mean the social media you have on your site. Some businesses have their Twitter feed on their homepage. This is a great way of interacting with customers, but only if you are committed to updating your Twitter account regularly. A rolling feed from a year ago won’t inspire confidence.

The same goes for your blog. If you have one, you need to keep it up-to-date. A blog is a great place to tell customers what you’ve been doing, upload pictures and videos from events, and can show your industry knowledge.


Your website is an incredible sales tool. Make it the best it can be to attract customers and win more business.

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