Part 2: Why Users Leave a Website

How do websites attract customers? In this three-part series, you will learn 16 reasons why and how you can improve your website so that you can generate more inquiries and attract customers. In Part 2, we’ll give you seven things that you may want to ponder on BEFORE you create your website. Like a house, these points form the foundation of your website – and if it’s shaky, the whole structure crumbles.

This is Part 2 of the series “16 Reasons Why Your Website Doesn’t Attract Customers. In part 1 of the series you can read reasons 1 to 9: “Typical Pitfalls on Your Website”.

Reason 10: You have no clear target group in mind, or you want to address too many target groups at once.

Do you have a clear target group in mind? Or have you defined your target group? Do you have a clear view of who you are helping with your offers? Have you ever wondered about the demographics of your potential customers, i.e. their age, their gender, their income, and their interests?

No?

Or do you think that your offer is suitable for a large number of people? Therefore, you target a large number of groups? Just because you don’t want to limit yourself for fear of losing potential customers?

Yes?

An undefined target group is often a reason that you won’t attract customers with your website. Because if you want to address as many people as possible; the fact is, nobody gets addressed properly.

To put it another way: If you don’t know who you are targeting with your offers, how should anyone get addressed? Because trying to please anyone means that your messages are far too superficial and not specific enough to reach ideal customers.

As a result, website visitors leave because they don’t understand whether you can help them.

Reason 11: You don’t understand your target group well enough.

So now you have a big picture of how your target group looks like. Very good! But how well do you know your target group?

Do you know exactly what problems they are dealing with? What are the challenges that make their lives difficult? What aspirations and goals are they pursuing? And what are their ideal solutions?

If the answer is ‘no’ – it will be difficult to target your potential customers on your website. This is because you’re not sure if they are exactly right for your business. 

So you need to answer these questions to know your audience better: do you address their problems and wishes in words that spark their emotions? Do you listen carefully when your desired customers or existing customers complain about their sufferings or issues?

Sometimes maybe you understand what your customers are dealing with but you’re still wondering ‘why is my site not converting?’. This is because, most of the time, you’re just missing the right words on your website. This also means it’s very likely that search engines won’t find your website when potential customers research solutions to their problems. As a result, the lack of website visitors means a lack of conversion. 

Reason 12: You don’t understand the benefits of your offerings

This reason is closely related to reason 11 on how do websites attract customers: 

Do you know how your offer can your customers’ lives easier or more wonderful in a specific way? But not something so general and hard to get to the customers? 

Let us illustrate the difference between a general benefit and a well-defined benefit using the example of a public speaking coaching website below:

A benefit that is formulated too broadly would be: “I will help you to achieve success.”  

Audiences may be wonder: what exactly is achieving success? What does an achievement or success look like in everyday life?

Specifically, a much better approach to craft the benefit is something like this:

• “Soon you will be able to calm the butterflies in your stomach.”
• “You can boost your confidence and express yourself freely. “
• “You can make your voice heard, and share your valuable insights and opinions with the world.”
• “You can make new social connections, expand your professional network and enjoy the results of career advancement.”

Do you see the difference? These sentences concretely describe things that everyone can imagine and relate to in their lives. 

Reason 13: It is difficult for your customers to understand what you’re offering.

Can you make a layperson understand what you are offering on your website? Or, to take this test to further – can you explain to a five-year-old child (a.k.a. Explain Like I’m Five Years Old) of what you’re doing?

No?

Our customers often tell us that they are no longer able to get to the point of what they are doing because of the lack of direction of their company. 

Don’t fret because this is common for most businesses. And that’s what we copywriters are for – to help you how to stop wondering ‘why are people not buying from my website’. If customers engage us for website copywriting, it is part of our job to research words and expressions that almost all people can understand. (Yes, Word Philocaly is the copywriter for website content who can sort out the mess in your head. :))

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