What to Do if Your Website is Downright Bad
We hate to say it, but some websites out there are really bad. Many were obviously designed by someone without any experience or talent. They look rudimentary, they are impossible to navigate, and they provide very little information to visitors. Bad websites serve almost no purpose whatsoever except to allow businesses to claim that that they have websites. In 2014, it’s practically taboo for a business to admit it doesn’t have a website.
But do bad websites actually do more harm than good? It depends. But it’s safe to say that most businesses with bad websites are potentially harming their ability to win customers over from competitors with good websites – as long as the potential customers are seeking information via the internet.
What is a Good Website?
A website that can be labeled as “good” is much more than just beautiful. Yes, a pretty website is important because it draws visitors in, and it causes them to want to stick around for a little while. But just as important as a website’s attractiveness are 1) the logo, brand, and images that are portrayed, 2) the navigability of the website, 3) the website’s overall search engine ranking, and 4) the website’s content.
A Good website does not need to be complicated or overly flashy. But it does have to be unique, fresh, full of pertinent and relevant information, and memorable.
You Can’t Judge a Book By Its Cover
Even the most decorated websites are uninteresting to viewers if they don’t contain the information that viewers are seeking. A pretty, but uninteresting, website is a guaranteed method for initially attracting viewers. However, these viewers tend to leave pretty websites quickly if they are not provided with valuable information or resources.
Additionally, search engines do not judge websites by how attractive they are. Good-looking websites are not ranked higher than OK-looking websites that were designed with search engine optimization in mind. The best possible combination is a great looking website that is also optimized for search engine rankings.
Sticking with the “You Can’t Judge a Book By Its Cover” metaphor, a good-looking website with boring, mediocre, or non-existent content is ultimately a recipe for disaster. I’m going to be blunt: Not only is a pretty website with no substance not good, but a website with bad content can also be labeled as “BAD.” Relevant and helpful content serves multiple purposes. It provides information, it can be used as part of a digital marketing strategy, it can be shared, it can be used to start conversations on social media, and it can be used as a source of reference for customers and even competitors.
If you are currently the owner of a “Bad” website, it’s time to bite the bullet and look into revamping it into a “Good” website. There is no better time than right now to get started. A good website will help you reach out to your target market and ultimately increase your business’s profit potential.