If you get plenty of traffic to your site but don’t seem to get many content shares, interactions, or joins from it, your chamber website may be scaring people away. Here are the top reasons people leave sites before performing any action:
Why Are People Leaving Your Chamber Website?
It Doesn’t Load Quickly
There are a number of reasons why your site could be slow to load such as server load, outdated templates, large image files, and more. Try accessing your site from different systems (PC, tablet, smartphone) in different places (from the office, home, and public WiFi) or use a tool like this one. If it’s slow, you need to fix that. People won’t wait for your content and Google will penalize you.
The Design is Cluttered
A cluttered page is a turnoff. Yes, you may have a decent non-dues revenue stream from advertisers, but if you have too many on the page and it looks cluttered, people won’t stay around. You want a clean look that makes information easy to find.
They Can’t Find What They Want
Why do people come to your chamber website? Make sure that information is easily accessible. Websites aren’t scavenger hunts. No one wants to look for materials they need for more than a few seconds.
It Looks Old
Chambers often fight the misconception that it’s a group for old people to talk about business, but if your website looks dated with old events on it, you may be turning off a demographic you don’t know is showing interest.
For instance, Gen X and Gen Y are more likely to research the chamber online prior to reaching out to you. If all they’re seeing are the same old networking shots, they probably won’t be enticed to join. However, if they see a lot of active lunch and learn sessions, mentoring, business coaching and other exciting events, they’ll likely want to know more.
It Doesn’t Speak to Them
It’s essential to know your ideal audience so you can address them directly.
If you went to a party and the host kept calling you by the wrong name, even when you corrected her, and she told you over and over again how much you’re going to love her Friday night swim parties even though you made it quite clear you hate to swim and aren’t into big raucous parties, would you go back to spend more time with her?
Of course not.
She doesn’t know you and doesn’t take the time to want to get to know you. You will move on and so will your chamber website visitors if you’re not giving them what they want.
Make sure YOUR website is the best it can be with our huge checklist and tips article: “Chamber Website Design Best Practices: The Ultimate Guide”
If your user experience isn’t quite there, get our comprehensive list of quick, easy chamber website tweaks here.