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Why Your Website Visitors Aren't Converting
This week, we wanted to write about one of the biggest problems that outdoor businesses deal with from time to time. If your web traffic is not converting into inquiries, then your website is not doing its job, and opportunities are being missed.
Here are the top four reasons your website visitors aren't turning into customers, and how to make them bite.
1) They can't navigate your website
You are getting people to click on your website, but once they get there, they don't know what to do! If your website is a confusing maze of broken links and plugins, you can't expect them to stay on the site, let alone want to try to do a booking with you. These days, people expect to be able to find the information they are seeking, and be able to navigate between the different pages of a site. It's important to make sure your website is navigable and makes sense. Your pages should have the right information, and should correspond with your page links. Your "Hunts" page shouldn't double as your "About" page and visa versa. You want to make the process of going from visitor to customer as easy and seamless as possible!
2) They don't have enough information
Now that your site is easy to navigate, it's key to have all the pertinent information to make an informed decision (and become a customer)! Your website is your opportunity to tell people why they should come to your business, and not someone else's. Your site is in a sea of others, and your outfit may well be the perfect one for them, but if they cannot get the information they are needing to decide, they will pass over your business for another that does so. Make sure visitors have access to your company's background, and what makes your offer a cut above. Include plenty of information about the variety of packages and outings that you offer, and details that may help a visitor feel assured that they can be accommodated: Number of guests allowed, number of guides, lodging etc; and details about the amenities— feel free to boast about the home cooked meals, impressive lodge, or anything that comes included when someone books with you! Anticipate questions and concerns and address them on your site to simplify the booking process! And don't forget the pictures— including plenty of recent and high-res photos and videos can make a huge difference in helping web visitors get excited about coming out and experiencing what you have to offer.
3) They don't trust your website (or you)
If your website is subpar, web visitors may make an assumption that your business is also subpar. That "desktop only" template you're still using sends signals that you don't care about your website too much. Show potential customers that you care about making a good impression, by taking care of your website. Taking care of your site shows that your company will make an effort to exceed expectations once your customers are out there.
4) They can't contact you
Make it easy for your website visitors to contact you and they just might! If your site is missing the crucial component of user-friendly contact opportunities, then your business will be missing out on inquiries and sales. Your website should be a vehicle that drives visitors towards contacting your business. Encourage visitors to reach out via phone, email, contact form, social media links, directions to your location, etc.