Website underperforming

[Redd]

Hi Guys, I had Fisicx make me a website around 18 months ago or so. I am fairly happy with this site layout but would appreciate feedback on it, whilst I am happy with the look of it there are clearly issues as the conversion on it is still very poor. the domain has been active (hosted by www.one.com) for nearly 7 years so in my opinion it should be doing better, I think its ranking ok but probably mainly to do with the name (edinburgh-driveway) we are barely ranking for other important keywords like landscaping-paving-block paving-garden design etc etc.

I also find the layout hard underneath pictures its never really been aligned properly and I am at a loss now to how I move the google review logo to the top.

Any help would be much appreciated and I am more than happy to take critisicm as I'll just blame Fisicx haha

Wondered if anyone also knows anything about one.com hosting, again Ive used them since day one but still ranking appears to be pretty poor.

Many thanks in advance

 

[AllUpHere]

Do we have to guess the url?

 

[Redd]

sweet Jesus!! The website is www.edinburghdriveway.co.uk

 

[AllUpHere]

First thing that jumps out is the copy. The English is rubbish and as sales copy it's even worse. I think Fisicx will agree it's time for a new site. As I seem to say every day on this forum, strategy first. It's pretty obvious from the site that you built the site without giving too much thought to the overall marketing strategy.

There is no point in listing the problems, start again.

 

[Redd]

First thing that jumps out is the copy. The English is rubbish and as sales copy it's even worse. I think Fisicx will agree it's time for a new site. As I seem to say every day on this forum, strategy first. It's pretty obvious from the site that you built the site without giving too much thought to the overall marketing strategy.

There is no point in listing the problems, start again.

LoL yikes!!! Wasn’t expecting that but ok fair enough! Your absolutely right re marketing strategy. I didn’t give it any thought whatsoever and Fisicx suggested I just add loads of content which was difficult as there’s only so much you can say about a brick or some type 1.

I do appreciate your comments but is there no way you think I can alter it and are you suggesting starting with a completely new website or changing the theme and content

 

[AllUpHere]

It's not as daunting a task as you may think. A website and it's design is just a way to deliver the content. It doesn't really work at all on a mobile, especially in landscape. It's a very visual site, and that bar across the top ruins viewing most of the images. The bar across the bottom also takes up a lot of space. It may look better on a full size screen.
I'm sure Fisicx could tweak a few things here and there, but it might be just as easy to start again. I'm sure he'll be along soon to give his opinion.

 

[fisicx]

When we last spoke I said you need to tell stories. The images should support to story of each project. Tell your visitors about the location, the brief, the size of the driveway, why you choose the type of blocks/edging. Talk about drainage and access and how long it took to do the job. Tell about how you arranged a walkway so the owner could get in an out the property.

Tell me a story.

You can then refer to other similar projects ,pages about the type of stonework, driveways etc.

When we set up the theme it was really clean - but adding the top bar messes it up. There are better ways to add your contact details (mainly as a CTA on each page/post).

And I'm no longer sure that background image really works. The long homepage means most of it is dark and gloomy. I'm not even sure anyone will ever get to the blurb at the bottom.

 

[Redd]

When we last spoke I said you need to tell stories. The images should support to story of each project. Tell your visitors about the location, the brief, the size of the driveway, why you choose the type of blocks/edging. Talk about drainage and access and how long it took to do the job. Tell about how you arranged a walkway so the owner could get in an out the property.

Tell me a story.

You can then refer to other similar projects ,pages about the type of stonework, driveways etc.

When we set up the theme it was really clean - but adding the top bar messes it up. There are better ways to add your contact details (mainly as a CTA on each page/post).

And I'm no longer sure that background image really works. The long homepage means most of it is dark and gloomy. I'm not even sure anyone will ever get to the blurb at the bottom.

I understand what your saying re stories but my fear with this is I fill pages with content that nobody is interested in. My guess is people are more interested in the visual of what we do, I could always put a few Q&A on there to get content onto the site if that’s what you mean?

My main concern as pointed out above is the lack of marketing implemented and wondered if/how I should do this? I have contacted a company yesterday to ascertain how much a completely new website would be. Just not sure I will have the funds right now to do this until summer.

What is a rough cost for a new responsive Seo friendly website? Are we closer to £500 or £5000+?

Wordpress can be pretty but for a complete novice like me with minimal time I find it really awkward and fidgety

I’m looking around my local area and beyond for web design and honestly it’s so difficult to find a “qualified” company who’s OWN website actually works!

 

[AllUpHere]

First rule, don't let a web designer help you with your marketing strategy. Get your strategy in place first so you can give the designers some direction. If you want the best results you are also going to need a copy writer who knows your industry. If you want a shove in the right direction get in touch.

 

[fisicx]

I have contacted a company yesterday to ascertain how much a completely new website would be. Just not sure I will have the funds right now to do this until summer.

What is a rough cost for a new responsive Seo friendly website? Are we closer to £500 or £5000+?

You don't need a 'new' website. You need to work on the content. How do you know people won't be interested in your stories? What research have you done about this? Just because YOU like or don't like something doesn't mean everyone else is the same.

But as @AllUpHere says - you need to get your marketing strategy sorted first. Otherwise you will just be wasting money on a pretty site that underperforms as well.

What makes the difference is the content - not how the site looks. And the content is determined by your marketing strategy.

Wordpress can be pretty but for a complete novice like me with minimal time I find it really awkward and fidgety

So get someone to help with this. It may just be some training you need.

I’m looking around my local area and beyond for web design and honestly it’s so difficult to find a “qualified” company who’s OWN website actually works!

How do you measure what works? Are you measuring this based on your own aesthetics? Or are you measuring this on the reviews and testimonials?

 

[menetworkjadaltd]

What are the three main objectives you want your website to achieve?

Put these in priority order.

Adjust website to suit

 

[menetworkjadaltd]

Not sure what the 6 icons are along the top

 

[fisicx]

Not sure what the 6 icons are along the top

Broken SM links

 

[UKSBD]

If I was asked to pick the worst 4 images on your homepage they would be; the footballer, the weeds, the round wall with funny head on it and your van.

 

[Redd]

You don't need a 'new' website. You need to work on the content. How do you know people won't be interested in your stories? What research have you done about this? Just because YOU like or don't like something doesn't mean everyone else is the same.

I'm not suggesting wording isn't important but I'm also not convinced writing 2/3 sentences or worse paragraphs on some Type 1 concrete base going in is going to create much interest and I can't think of any other sites that do this, when you first suggested doing this I thought it was for seo purposes and besides all the comments I've had on here, none are suggesting writing stories. creating a story yes but not writing one? perhaps I have this wrong

But as @AllUpHere says - you need to get your marketing strategy sorted first. Otherwise you will just be wasting money on a pretty site that underperforms as well.

I don't quite understand what you mean by this Alluphere and could definitely go some advice here, what does a marketing strategy on a website even mean? I just want people to click "contact me" and request a quote, I have 2/3 contact options on most pages

What makes the difference is the content - not how the site looks. And the content is determined by your marketing strategy.

as above

So get someone to help with this. It may just be some training you need.

Clearly!

How do you measure what works? Are you measuring this based on your own aesthetics? Or are you measuring this on the reviews and testimonials?

This is why I need help

 

[Redd]

If I was asked to pick the worst 4 images on your homepage they would be; the footballer, the weeds, the round wall with funny head on it and your van.

lol, these should probably be in news (changed now)
we had had some problems recently with copycat companies trading from our name (or almost identical) and one even copying our logo (one word was different but font identical) so wanted these all on my homepage so future clients could see. wordpress is really difficult to move icons and stuff around I find.

 

[Redd]

Broken SM links

No there not

there menu buttons that I can't get to go away lol

edit…there away now

Thanks for the feedback so far from everyone, very interesting and i am taking all onboard. making changes already, can anyone help with how I can align the text that i have underneath the pictures in the projects. they seem to be all over the place and in different fonts and sizes and so on.

 

[Redd]

What are the three main objectives you want your website to achieve?

Put these in priority order.

Adjust website to suit

1. get calls/enquiries
2. showcase our work
3. Build our brand/company awareness

 

[fisicx]

how I can align the text that i have underneath the pictures in the projects. they seem to be all over the place and in different fonts and sizes and so on.

Don't use captions. Just write words between the images

If you want to give me a call tomorrow I can help you with this

 

[RedEvo]

Judging by your rankings you're getting plenty of traffic. Perhaps install the free version of this https://www.hotjar.com/ and see how visitors are behaving. It might offer some insights for improving conversions.

d

 

[Redd]

Judging by your rankings you're getting plenty of traffic. Perhaps install the free version of this https://www.hotjar.com/ and see how visitors are behaving. It might offer some insights for improving conversions.

d

Thanks RedEvo, I’ll try this today, we are averaging about 5-10 calls a week which I think is pretty poor for a seven year old website in a capital city. Thanks for taking the time to check.

 

[Redd]

Thanks Graham, another major problem I’m having is trying to put new stuff out there. I’m guessing I’m gonna have to change theme for this?

For example I wanted to put a new offer out there for a free “marcher power washer” for all orders in January but there’s nowhere to put it in this theme other than create a new post? Any ideas

 

[fisicx]

You are correct. You need a new theme or to change the current theme. When we installed this theme we already knew the limitations and I had to add a load of features to get where we are.

 

[MBE2017]

I am not a website expert but have a lifetime of experience in sales.

You want your website to produce inquiries, so put yourself into a potential clients mind and ask the five main things they are looking for, and their five biggest concerns in contacting someone to quote.

You might think it is wrong, but Fisicx advice re testimonials and stories / case studies will work IMO. Forget the imitation blurb, the photos etc and concentrate and what people wish to know.

That means about you, your experience, how long you have been trading, companies who have used you etc. Why use you instead of others? I would recommend before and after photos to showcase your work.

The more testimonials the better.

 

[Redd]

There are already before and after pics on the site?

I am not a website expert but have a lifetime of experience in sales.

You want your website to produce inquiries, so put yourself into a potential clients mind and ask the five main things they are looking for, and their five biggest concerns in contacting someone to quote.

You might think it is wrong, but Fisicx advice re testimonials and stories / case studies will work IMO. Forget the imitation blurb, the photos etc and concentrate and what people wish to know.

That means about you, your experience, how long you have been trading, companies who have used you etc. Why use you instead of others? I would recommend before and after photos to showcase your work

There are loads of before and afters?

 

[TheWebDesignCompany]

Being very careful not to come across as at all critical here. That is the last thing I want to do.

A few observations:
The theme that has been used "hitchcock" https://en-gb.wordpress.org/themes/hitchcock/ is slanted toward photography and gallery portfolios.

You have listed your priorities as:
1. get calls/enquiries
2. showcase our work
3. Build our brand/company awareness

1) You don't seem to have your phone number on the website except on the contact page?
It should be there at the top of your homepage so people who don't want to go hunting for it are not put off.

Same goes for a small enquiry form, you should have one near the top of the homepage for people
If you make it say for them to contact you, you will get more enquiries. You can easy rectify both these things.

2) The website does a fairly good job of this.

3) I didn't know what your brand was without looking at the website address to check. You don't display the logo at the top of the website for some reason like most companies do.

I didn't find your logo until I spotted it on the about us page. Then when I returned to the homepage I realised it was on the side of your pickup in one of the photos.
So for brand awareness, there is some work to do. The logo doesn't have to be huge, but it should be at the top of the page on every page of your website consistently.

Other have already pointed out that the sales copy needs addressing.
Hope those few little pointers help.

 

[TheWebDesignCompany]

Get your strategy in place first so you can give the designers some direction. If you want the best results you are also going to need a copy writer who knows your industry. If you want a shove in the right direction get in touch.

Good advice here...

 

[Redd]

Being very careful not to come across as at all critical here. That is the last thing I want to do.

A few observations:
The theme that has been used "hitchcock" https://en-gb.wordpress.org/themes/hitchcock/ is slanted toward photography and gallery portfolios.

You have listed your priorities as:
1. get calls/enquiries
2. showcase our work
3. Build our brand/company awareness

1) You don't seem to have your phone number on the website except on the contact page?
It should be there at the top of your homepage so people who don't want to go hunting for it are not put off.

Same goes for a small enquiry form, you should have one near the top of the homepage for people
If you make it say for them to contact you, you will get more enquiries. You can easy rectify both these things.

2) The website does a fairly good job of this.

3) I didn't know what your brand was without looking at the website address to check. You don't display the logo at the top of the website for some reason like most companies do.

I didn't find your logo until I spotted it on the about us page. Then when I returned to the homepage I realised it was on the side of your pickup in one of the photos.
So for brand awareness, there is some work to do. The logo doesn't have to be huge, but it should be at the top of the page on every page of your website consistently.

Other have already pointed out that the sales copy needs addressing.
Hope those few little pointers help.

thanks for this. I did just recently remove the logo after advice on here but do think I should add it back in.

I struggle to find a plug in to allow me to put much for contact options on the home page especially? Can anyone recommend one? Especially one for the home page which is why I had to add the blue bar at bottom. Could really do with more options for interaction too but struggling to figure out how to....

What is sales copy?

 

[TheWebDesignCompany]

thanks for this. I did just recently remove the logo after advice on here but do think I should add it back in.

I struggle to find a plug in to allow me to put much for contact options on the home page especially? Can anyone recommend one? Especially one for the home page which is why I had to add the blue bar at bottom. Could really do with more options for interaction too but struggling to figure out how to....

What is sales copy?

Sales Copy is basically what you write on your website.
You are using your website to try to sell your services to those who visit your website.
So basically the wording on your website.

The logo doesn't need to be huge or dominate the top half of the screen, it just needs to be there, and be visible and recognisable so that people know which brand/company's website it is.

Without seeing the admin area it is difficult to advise on a specific plugin to do the job.
Does the admin system allow you to put in a text block above the portfolio area on the homepage?

 

[fisicx]

I struggle to find a plug in to allow me to put much for contact options on the home page especially?

You either need to change the theme or you need someone to add a widget to the theme.

I'd go for the former. When we originally built the site it was all about showcasing your work. Times move on and it now needs to be a lead generator which means this theme isn't really fit for purpose anymore.

You can still get cracking with telling stories but theme may well need to go.

 

[Redd]

ok I'm gonna change the theme. wish me luck ;-/

Fisicx tried to download tradesman theme, didn't work

 

[AllUpHere]

ok I'm gonna change the theme. wish me luck ;-/

Good luck.

 

[fisicx]

ok I'm gonna change the theme. wish me luck ;-/

Fisicx tried to download tradesman theme, didn't work

Done it for you

 

[Root 66 Woodshop]

I maybe wrong, as I'm not a website designer, but I think the home page is cluttered...

Sorry, I just think the three blocks of "product" you have is...

Driveways - Pavings & Patios - Landscaping

as a customer, I would want to see three clickable images (buttons) to choose from, so I can just click on what I'm searching your site for, then the populated pages would be the following pages, then and only then would I be interested in clicking on something... I'd be more interested in reading on the home page about you, the company, the vision you have and why I should use you as a company... if that makes any sense?

I have to scroll through... 21 clickable boxes on the home page to get to the bottom of the site to see that you are an Edinburgh Trusted Trader and a Marshalls Registered approved Landscape contractor... Marshalls are Massive! They're a brilliant badge for you... I should be seeing this first.

(We deal with Marshall's too by the way two of their quarry's are very local to us and we provide them with security products )

your accreditation's, city and guilds, your Marshall's registered tags/links should be on this page too...

 

[Redd]

I maybe wrong, as I'm not a website designer, but I think the home page is cluttered...

Sorry, I just think the three blocks of "product" you have is...

Driveways - Pavings & Patios - Landscaping

as a customer, I would want to see three clickable images (buttons) to choose from, so I can just click on what I'm searching your site for, then the populated pages would be the following pages, then and only then would I be interested in clicking on something... I'd be more interested in reading on the home page about you, the company, the vision you have and why I should use you as a company... if that makes any sense?

I have to scroll through... 21 clickable boxes on the home page to get to the bottom of the site to see that you are an Edinburgh Trusted Trader and a Marshalls Registered approved Landscape contractor... Marshalls are Massive! They're a brilliant badge for you... I should be seeing this first.

(We deal with Marshall's too by the way two of their quarry's are very local to us and we provide them with security products )

your accreditation's, city and guilds, your Marshall's registered tags/links should be on this page too...

Thanks @fisicx what do you think about this? Would also enable me to put more services in?

 

[Redd]

Wondered what everyone thought of the new theme and layout?

Phone still not ringing as much as I would like but there is a slight improvement and expecting it will soon especially once we optimise Seo some more and alter images