Why your website might be attracting the wrong audience (and how to fix it!)
In our ideal business scenario, our website is working effectively for us to attract our ideal audience and converting our visitors into leads for new clients, subscribers for our growing email list, and selling our courses on autopilot.
But what if it’s not doing that? Do you wonder why your website isn’t working as hard as it should?
In this article we’ll go over what areas in your website you can rethink and optimize to help you attract more of the right audience to your website.
Why do people come to my site and leave?
We’re talking about your website’s ‘bounce rate’.
What do you mean by bounce rate?
It means people come to your site and leave without engaging further - (which means more than 60-70% visitors come to your site and leave) If you want to get actual numbers on your current website’s bounce rate, check the ‘Analytics’ section in your Squarespace website dashboard (or something similar whatever platform you’re using to track your website numbers)
What can be the issue?
High bounce rate indicates that visitors come to your site and don’t get what they’re looking for.
There’s a disconnect. You find yourself getting leads, but they’re not your ideal audience. For example you’re attracting people to your freebies, but the disconnect between the freebie and the rest of your content fails to lead them to your paid offers.
Creating a website that’s built on strategy is the answer
If you’re relying on your website to bring in dream clients, sell your courses or grow your audience, then you want to stop guessworking and start focusing on the solutions that actually move the needle in your business.
This requires looking at your current website and reevaluating what’s working and what’s not.
Oftentimes people think that the value of a website is in the way it looks.
But this completely misses the mark!
A smart website that is aligned to your business goals and understands its role in your larger business ecosystem will bring your business much further than a website that just looks pretty!
Here are the 3 common mistakes that attract the wrong audience:
1. Your website is too general and doesn’t speak to a specific audience
You’re afraid of losing people and casting a wider net but it ends up diluting your messaging in your website. You’re speaking to ‘general’ problems with ‘general’ solutions.
If you’re a coach or a course creator, it’s vital to leverage the personality of your brand; this is the essence that no one can imitate. Yet, you’re not sure where you uniquely stand out and people don’t have a reason to choose you over another brand.
As a result, you may be speaking to a vague ‘crowd’ out there and they’re all pass by, because you’re not speaking to the specific problems that resonates for them personally.
Solution:
Before you get specific about who you’re serving, it’s time to reflect on what makes you ‘You’.
You’re the person, the breathing unique human behind the brand. It's essential to start here, because by locating yourself in the whole picture, you’ll generate a much more holistic and connected picture of what kind of clients and audience are the best fit.
If you need some questions to get started: download the ‘Kindred Connection’ Exercise below!
2. There’s a mismatch between your content strategy and offerings in your website
You’re creating content on IG or Linkedin, and when they come to your site, they experience a disconnect.
This is a common problem when your website is outdated and isn’t aligned to your current marketing strategy.
Solution:
You begin to align your content and your website to work towards a common goal.
The solution is to begin to think about your business as an ecosystem with all the parts working together, and creating a learning and motivating journey for your ideal audience.
Help them go from Problem to Solution, and map out how your website plays its role in helping your ideal audience get to their dream solution by engaging with your content on your website.
3. You’ve outgrown your branding and your website has aged… not so gracefully.
Your visitor will make a decision within the first seconds if they will engage with your website or not.
Some of these are factors that indicate your website is outdated and could be turning people away in the first seconds they get to your site:
Slow loading speed
Not mobile friendly
Broken links
Outdated visual design
Lack of cohesive brand experience
Confusing navigation
Solution:
Investing in branding and website design is the work done upfront to create a business ecosystem that works effectively on your behalf. An effective website built on strategy works on your behalf 24/7 and your branding is the silent ambassador that helps you stand out without you shouting for attention.
See it as a vital aspect of automation for more peace and calm in your business.
Whether you’re revamping your current brand or you’re investing in your first professional branding project, a typical branding project will include what you need to create a cohesive visual environment in your website:
Logo
Brand color palette
Font curation
Imagery (illustration, photography, graphic design elements)
What to take away
If your website feels misaligned right now, that’s actually useful information.
It’s inviting you to pause, reassess and build something that actually reflects where you are today.
The clarity and alignment is what will help your website engage with humans who are most excited to work with you!
Explore more topics
Is your website working optimally to connect and resonate with your ideal audience?
✔ Does your home page pass the first 8 seconds rule? Is what you offer CLEAR and COMPELLING to your ideal audience?
✔ Is your website helping you to grow your audience on autopilot?
✔ Are you leveraging your unique brand essence so that you’re a no-brainer leading solution in your niche?
