4 Subtle Symptoms of a Poor Performing Website

October 21, 2014 Marc Herschberger

Your website might be sick (and not in a good way).

Don’t take it personal, most websites on the Internet today are suffering from something that's holding them back from being in tip-top shape.

Now, you may be saying, “Well, hold on! If you’re saying my website is sick, how come I don’t know about it?”

Good question.

When we think of “sick” or broken websites, we often revert back to images of entire sites down or pages that have completely lost their formatting. But the fact of the matter is that as our technologies and tools have evolved over time, so have the symptoms of a sick website.

Now, I’m not saying that a site with no formatting or design isn’t sick. I’m suggesting that there are much more subtle things going on within your site that are dragging it and your business down.

Whether it’s the technology used behind the scenes or how you are interacting with it, there can be things wrong with your website that you might not even know about. Here are four major ones.

1. You Can’t Make Changes on Your Own

Alright, so you probably already knew this, but my guess is that you thought this was just how things worked when it came to owning and running a website.

You’ve gotten used to needing an expensive developer to make simple content and design changes to your site, all on their time and your dime. As it turns out, this doesn’t have to be your life anymore.

Why is this a problem? Well, today it's more important than ever to have a site that's consistently updated with fresh content. Google's search algorithm pays close attention to how frequently fresh content is created, and ranks sites accordingly. If you're not producing new content consistently, you'll be falling behind the competition.

What to Do About It

With options like HubSpot’s Content Optimization System (COS), marketers and business owners with limited to zero coding knowledge can now easily make content edits on any page within their website. No CIS degree needed, no worrying about accidently deleting one line of code and taking down your entire site.

2. Your Website Content Is Static

Your website’s pages are static, with content that every visitor sees no matter how many times they’ve visited your site. While yes, this is how just about every site has worked since the creation of the Internet, things are slowly changing. A new wave in digital marketing is coming that is utilizing information known about website visitors to personalize their experience on a site. “So what?” you might ask. Well…

What to Do About It

Were you aware that 68% of marketers and website owners say that content personalization (aka dynamic content) has a high impact on ROI? This type of personalization can lead to increased and better conversions of visitors to leads on your site along with longer site visits and higher engagement numbers.

Sounds great, but did you also know that only 19% of websites actually do it? My guess is that you’re part of the other 81%. It's time to consider a website that has dynamic content because you know, you want to grow you business, right?

3. Your Website Loads Too Slow

To the uneducated, a website with a slow load time means very little when in fact, it can mean the difference between a sale and a lost opportunity. According to a study conducted by Brand Perfect, 67% of consumers abandon websites and online sales due to slow loading pages.

Outside of current site visitors lost to load times, your website’s speed can also affect your ability to be found in search results. Don’t believe me? Well you should-- Google’s blog says so!

What to do about it

Most websites utilize what is known as a single server distribution, meaning that only one server holds all of that site’s information. This can affect some Internet user’s load times and experience depending on their location in relation to the server’s.

A better option is to utilize a Content Delivery Network (CDN) that stores a site’s information across a large distributed system of servers in multiple data centers across the Internet. Using a CMS that employs a CDN is the solution for folks who want a site that runs fast, smooth, and doesn't force visitors to bounce.

4. Your Website Isn’t Optimized for Multiple Devices

Statistics Show that up to 60% of SMB’s don’t have mobile responsive websites. You may be one of them and that is most certainly going to hurt you as more and more consumers turn to their phones and tablets to find your website. After all, over 70% search online with mobile according to the 2014 Mobile Behavior Report.

Even if you do have a responsive site, did you know that according to Trilibis, 69% of responsively designed mobile sites had load times that were deemed unacceptable? Just because you have a responsive website doesn’t mean that it automatically makes you relevant to impatient mobile users.

What to Do About It

Responsive design has quickly gone from a luxury to a must-have for any business big or small. If you don’t have a responsive website then you’re missing out on valuable opportunities on mobile devices, while if you’re mobile optimized site is slow, you risk pushing visitors away. Avoid these issues by utilizing a Content Optimization System (COS) that provides responsive functionalities for your web pages without slowing you or your visitors down.

As you can see, there’s more to your website’s success than good design. As your business and its website matures and evolves, so do the challenges associated with keeping a “healthy” and productive website. Keep up with your website’s health and find out how you can diagnose it’s sicknesses with the help of the 6 Symptoms of a Sick Website ebook found below!

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