Full article: zenologue.com/blog/photography-website-performance/
Hi, Nigel Merrick here, founder of the Zenologue photography marketing website. My goal, as always, is to help you simplify your marketing so you can focus on creating the photography you love.
In this short video today, I want to talk about a topic that comes up quite often in my marketing mentoring sessions:
Photography website performance - and, in particular, the 7 important warning signs you can't afford to ignore...
I'm sure you recognize at least some of these warning symbols from the dashboard of your car, and you wouldn't normally ignore any of them without risking some kind of malfunction or at least a major inconvenience...
But, photographers seem to ignore similar warnings for their website without a second thought about the problems they're causing - namely a loss of clients and important revenue!
So let's have a look at these issues, and then I'll show you how you can get more information on these, together with some handy and simple tips for fixing them...
Next, stale content... If you're posting new content too infrequently or not at all, perhaps because you think you've run out of ideas or even the time to create posts, then your blog is not putting its best foot forward. Likewise, if your static pages (such as about pages, service and product pages etc.) haven't been updated in a while, or they look a little dated in style, then you could be looking at a stale content problem.
Number 3 on our list is poor focus... Your visitors need the answers to 3 questions... Where are they, what can they do there, and why should they do it... if you don't answer these, then the visitor can lose sight of why they came to you. Also, if you have too many photographic specialties, you're likely to cause confusion and distractions where people can leak from one part of the website to another.
Next up, we have bad SEO... This will manifest itself as dropping in the search rankings, or even possible ranking penalties if you've been tricked into using some of the more black-hat SEO techniques. Obviously, this leads to missed organic search traffic, and you might find you have to rely on paid ads to get visitors.
Number 5 is bouncing visitors caused by lack of engagement... Do you have a clear essential message that communicates what you do and why you do it? Is your content poorly written or hard for people to read, so they leave as quickly as they came? Are you making it clear why someone should hire you?
Next, are slow loading times causing your visitors to leave too soon? If your website takes more than 6 seconds to load a page you might be seeing some of your more impatient or time-strapped visitors leave before they have a chance to read the content. Slow loading times waste valuable engagement time, and can lead to more distractions and traffic leaks.
Finally, and perhaps the most ignored of all these, is high friction... By this I mean is it clear what action the visitor should take next at any given point? Are the actions too complex - for example, are you asking for too much information in an online form? Is the call to action missing and are your visitors finding themselves at dead ends with no obvious way forward? These all contribute to high friction, and can be one of the biggest causes of poor conversion.
So there you go - my top 7 important warning signs you can't afford to ignore on your website.
There's a lot more about this, plus a free PDF eBook with example ideas for blog content on the Zenologue website.
Just click the link below to get the full article and your free download:
Thanks for watching, I hope this quick video has been useful, and I'll see you next time. In the meantime, I wish you continued peace in your business.
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