Why Most Small Business Websites Fail to Meet Expectations

The reality of having a successful WordPress website.

Sadly, over the course of my career, I’ve seen many websites fail. The vast majority do not understand the big picture of all that is required to succeed online. Here are some things I jotted down for your consideration, along with links to helpful articles on each topic.

Website owners must have realistic expectations from the get-go. Only then are you up to the challenge of succeeding online. Unfortunately, many think they can slap together any website without the knowledge or understanding of what is needed, combined with a total DIY approach.

Rare are those who can pull that off. Very rare. If you are not a tech or web pro, know that DIY will only get you so far.

Good communication and regular updates when working with those who bring the skills and experience you lack can help ensure you are on the right path. And remain solidly planted in the world of reality.

So if I had to pick one primary failure, what would that be? Unrealistic expectations from the website owner or decision-maker.

The Website Owner Has Unrealistic Expectations

Lack of understanding: Website owners may not understand what it takes to build and maintain a website. They may have unrealistic expectations (set-and-forget) about the time, effort, and resources required to create a successful website.
Misconceptions: Website owners may misunderstand how websites work and what they can achieve. For example, they may believe that simply having a website will automatically generate leads or sales, without considering the importance of building awareness through search engine optimization (SEO), user experience, and other factors.
Overconfidence: Some website owners may have unrealistic expectations due to overconfidence in their own abilities or those of their “team” (daughter, son-in-law, best friend). They may believe that they can handle everything themselves or that their team can deliver a perfect website without any setbacks.
Lack of research: If website owners don’t research enough before starting a website project, they may have unrealistic expectations. They may not clearly understand their target audience, possible market saturation, competitors, or the latest trends and best practices in website design and development.

The above translates to an ineffective website presence. But a website is a business, right?

It should go without saying that a personal website and a business website have different goals, requirements, and standards. Unfortunately, many who’ve never run a business don’t realize there are other considerations and prerequisites.

Reasons Why Most Small Business Websites Fail

Lack of clarity and focus: Many small business websites fail to communicate what the business does and what makes it unique. Visitors should be able to quickly understand the business’s value proposition within a few seconds of landing on the website. Why is that website different from all the rest?
Poor design and user experience: A website that is difficult to navigate, has poor aesthetics, or is not mobile-friendly can quickly turn visitors away. Users expect a modern, well-designed website that is easy to use and navigate. This includes the consistency and quality of graphic images.
Inadequate content: Content is king on the internet. Websites that lack high-quality, relevant, and engaging content are less likely to attract and retain visitors. This is where Experience, Expertise, Authority, and Trust (EEAT) come into play. Small businesses need to invest in creating high-quality content that speaks to their target audience.
Ineffective call-to-actions (CTAs): CTAs are buttons or links that encourage visitors to take a specific action, such as making a purchase or filling out a form. Websites with weak or poorly placed CTAs are unlikely to convert visitors into customers. (Watch for my article on this next week!)
Failure to track and analyze website metrics: Small business owners should regularly monitor their website metrics to understand what is working and what is not. Websites that fail to track metrics such as traffic, bounce rate, and conversion rate are less likely to identify and address problems that may be hindering their success.

You might have noticed I don’t mention SEO above (more later). However, in my experience, most small businesses do not do SEO properly or are unwilling to pay a pro for assistance. SEO is an important consideration when creating content. Just know that I don’t promote a business plan based solely on free/organic rankings. Most markets are too competitive and saturated to bank on that.

So, where should you start?

Here are a few suggestions:

Define your target audience and create a user persona: Understanding your target audience is crucial for creating a website that meets their needs and expectations. Create a user persona that outlines your target audience’s demographics, interests, goals, and pain points.
Develop a clear value proposition: Communicate what makes your business unique and how it solves your target audience’s problems. Ensure that it is prominently displayed on your website’s homepage.
Invest in website design and user experience: Your website should be intuitive, visually appealing, and easy to navigate. Ensure that your website is mobile-friendly and loads quickly.
Create high-quality content: Develop content that speaks to your target audience’s needs and interests. Ensure that your content is well-written, relevant, and engaging. Consider using a mix of formats, such as blog posts, videos, and infographics.
Optimize your website for search engines: Conduct keyword research and refine your content and site structure to improve search engine rankings. Ensure that your website is technically sound, including optimizing for site speed and security.
Use effective calls to action: Use clear, compelling CTAs that encourage your visitors to take a specific action, such as making a purchase or filling out a form. Ensure that your CTAs are prominent and strategically placed throughout your website.
Track and analyze website metrics: Regularly monitor traffic, bounce rate, and conversion rate. Use this data to identify areas for improvement and make data-driven decisions.
Do a Quick and Easy Website Review.

Once you check the above boxes, you can prioritize these elements and create a website that effectively communicates your value proposition to your target audience. Otherwise, you will have difficulty delivering a positive user experience and driving conversions.

Next, your mission, should you choose to accept it, is to do your homework.

How to have realistic expectations for your website project.

Expectations are often based on the amount of knowledge and understanding you have about a topic. In this case, doing the hard work of determining your goals and specific market, and choosing your partners carefully, can make all the difference.

Do your research: Before diving into your website project, research what it takes to build and maintain a successful website. Read articles and blog posts about website design, development, and optimization. Not that you have to do it yourself, but more so that you know what is involved. Look at the websites of your competitors and similar businesses to get a better idea of what works and what doesn’t.
Set clear goals: Define clear and measurable goals for your website project. What do you want your website to achieve? For example, do you want to generate leads, increase sales, or build brand awareness? By setting clear goals, you can better understand what it will take to achieve them and avoid unrealistic expectations.
Work with professionals: Hire a team of experienced professionals to help you with your website project. This could include a coach, a web designer, a developer, an SEO expert, and a content creator. A professional team can help you understand what’s realistic within your budget and timeline and guide you through the process to ensure you’re making the right decisions.
Communicate openly: Be open and honest with yourself and your team about your expectations and limitations. Ensure everyone is on the same page regarding your goals, budget, and timeline. Regular communication can help avoid misunderstandings and keep expectations realistic.
Be patient: Building a successful website takes time and effort. It is a never-ending process to keep up to date with software and trends. Don’t expect immediate results or overnight success. Be patient and stay committed to your goals; you’ll see the results over time.

The above elements will give you a solid foundation for success and keep you on the right track.

The Good News

The good news is you can succeed online with a new website, even if it is just a side hustle. However, you need to be aware of and embrace these requirements to ensure that you have realistic expectations and, therefore, the best chance for success.

Put your energy into discovery, learning, applying, testing, and tuning. Wash and repeat. Choose your partners carefully. Do your due diligence and have realistic expectations. Over time, you will get there.

At your service,