I talk to a lot of people who are puzzled by the lack of success of their website. After spending some time looking at the site in question I can usually spot a number of reasons for that lack of success.

If you have website that is not performing as it should it’s time to step back and take an objective look at it. It’s time to look at it through your prospects eyes, not your own. Start by asking yourself the following questions:

• Can I quickly work out what this website is about. Is it clear?
• Are the colors and text easy on the eye? Is it easy to read?
• Does the site look professional? Could I trust doing business with this company?
• Is it easy to navigate? Is it easy to find what I am looking for?
• Does the design match the message?
• How can I contact this business?

You might also want to spend some time filling out your own forms. Is it easy? Are you comfortable with the amount of information they ask for? Once you’ve submitted the form is there a confirmation page?

Often looking at a website with a clear objective mind helps you spot those little things that can be overlooked. By spotting them now and rectifying them you should see an increase in conversions and sales.

Finally, remember my golden rule: design with your prospects in mind not yourself. You need to appeal to them if you want any chance of success.

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