If Your Website Doesn’t Work, Why Should I Hire Your Services? And other reasons why you won't get my business

In today’s digital age, your website is essentially the online face of your business. 

It’s often the first impression potential customers have of your company, and we all know how powerful first impressions can be. 

If I land on your website and it’s not working correctly, you’re already losing me—and countless others. If you can’t get your own site to function properly, how can I trust you to deliver quality services to me?

So, let’s get straight to the point: if your website doesn’t work, here’s why you won’t get my business, and why others may feel the same.

1. A Dysfunctional Website Reflects Poorly on Your Brand

Your website should be a showcase of your expertise, professionalism, and commitment to quality. If I’m greeted with broken links, slow loading times, a whirling wheel of death, or outdated content, it raises a serious red flag. How can I trust your services if you haven’t put in the effort to make your own website work smoothly? It’s akin to a restaurant with dirty tables. You simply don’t want to eat there.

The takeaway: If you’re claiming to be an expert in your field, but your digital presence is riddled with flaws, it suggests a lack of attention to detail and dedication. If you’re not investing time in your own business, why would I trust you with mine? Clue: If you have a 'request a quotation' link on your site and it doesn't work, how do you expect people to ask you for a quotation for work? 

2. Your Website Is Your Business Card

Think of your website as a digital business card that’s accessible to everyone, 24/7. It’s not just about having a pretty design; functionality is crucial. If I can’t easily navigate your site, find the information I’m looking for, or get in touch with you, I’m moving on. And I’m not alone. Research suggests that users form an opinion about your website in less than 50 milliseconds—that’s how fast you can lose a potential client.

The takeaway: A poorly functioning website tells me you’re either not serious about your business or not capable of handling mine. In an era where the competition is just a click away, you simply can’t afford to have a website that’s anything less than stellar.

3. Trust and Credibility Go Hand in Hand with User Experience

We live in a world where trust is paramount. If your website is cluttered, disorganised, or full of technical glitches, it can make visitors question your legitimacy. 

A trustworthy business ensures their digital storefront is polished, professional, and easy to use. I’m more likely to trust a company with a clean, intuitive website than one where I’m greeted with 404 errors or endless buffering.

The takeaway: A bad website experience equals lost trust. And once trust is broken, it’s hard to win it back.

4. You’re Wasting My Time—And I Won’t Waste Any More of It

Time is precious, and no one wants to waste it navigating a clunky website or waiting for it to load. If your site is painfully slow or I can’t figure out how to find basic information, I’m already mentally checking out. The digital world is fast-paced, and I don’t have time to wait around to see if your service is worth it. I’d rather find another provider who values my time. ("Well, that's five minutes of my life I'll never get back!" and "Time is money!" are two apposite expressions, here.) 

The takeaway: Respect your customers’ time by ensuring your website works seamlessly. A fast, functional site is the first step in convincing me that you can deliver on your promises.

5. Your Competitors Are Just a Click Away

The online marketplace is fiercely competitive. If your website fails to engage me, I can quickly find another business that will. A poorly maintained site sends the message that you’re not keeping up with the times, which makes me wonder what else you’re falling behind on.

The takeaway: Don’t give your competitors the advantage. A well-maintained, user-friendly website is your first line of defence in attracting and retaining customers.

6. Customer Service Starts Before We Even Speak

Your website is often the first touchpoint in your customer service journey. If that initial experience is frustrating or unwelcoming, it’s unlikely that I’ll reach out to learn more. I want to feel confident that if I choose to work with you, I’m going to receive prompt, professional service.

The takeaway: Think of your website as your customer service representative. If that “employee” is confused, unhelpful, or non-responsive, why would I trust the rest of your team?

Other Reasons You Won’t Get My Business

Beyond the website issues, there are a few other reasons why I—and others—might decide to take our business elsewhere.

7. Lack of Transparency

If I can’t easily find information about your services, pricing, or even basic contact details, it’s a red flag. I don’t want to jump through hoops to figure out what you’re offering. The more you hide, the less likely I am to trust you. And whilst protecting your website from being copied is sensible from an anally retentive security point of view if this means that people like me can't click on the phone number on your site to autodial your company and we can't copy and paste your email address into our email system, simply put...why would we bother struggling to find out how to contact you to give you our business?

8. Overcomplicated Processes

If working with you feels like navigating a maze, I’m out. I want to know that once I decide to engage with your services, everything will be straightforward and efficient. A cumbersome booking process or difficult communication channels will drive me away.

9. Inconsistent Branding

A website that looks like it was pieced together without any clear brand identity is off-putting. Consistency in your visuals, messaging, and tone shows me that you have a cohesive brand vision. If your site feels like a chaotic patchwork, it signals a lack of cohesion that might reflect in your services too.

10. Ignoring Feedback

If customers have left feedback pointing out issues on your website or with your service, and those issues are still there, it shows you’re not listening. In a world where reputation is everything, ignoring your customers is a surefire way to lose them.

In Conclusion

Your website is more than just a digital brochure; it’s an extension of your business ethos and values. If your website is outdated, confusing, or broken, you’re not just losing potential customers—you’re actively driving them away.

In a world where options are endless and attention spans are short, your website needs to work flawlessly to make sure you’re the first—and only—choice. Invest in your online presence and show your customers that you value their time, trust, and business.

So, if your website doesn’t work, don’t expect me to work with you. After all, if you can’t take care of your own digital house, why would I trust you to take care of mine?

The genesis of this story: I'd been tasked to obtain quotes for several lucrative contracts for a business I work for. And I noticed several of the above problems with websites of potential business partners. And I decided to do some research and this is what I found.

Epic Fails: Unraveling the Most Hilarious Marketing Blunders in History

In the fast-paced and competitive world of marketing, companies strive to create memorable campaigns that resonate with their target audience. 

However, sometimes these efforts can backfire spectacularly, resulting in marketing blunders that become legendary for all the wrong reasons. Let's take a humorous stroll down memory lane as we explore some of the most absurd and downright stupid marketing missteps in history.

New Coke Debacle:

In 1985, Coca-Cola, a global beverage giant, decided to reformulate its classic soda recipe and introduced "New Coke." Unfortunately for them, this turned out to be a disastrous move. The public uproar was so intense that within a few months, Coca-Cola had to backtrack and reintroduce the original formula as "Coca-Cola Classic." The New Coke fiasco serves as a cautionary tale about tampering with beloved products.

Pepsi's Kendall Jenner Ad:

In 2017, Pepsi released a commercial featuring model Kendall Jenner attempting to bridge the gap between protesters and police by offering a can of Pepsi. The ad was widely criticized for trivializing social justice movements and was accused of exploiting serious issues for commercial gain. Pepsi eventually pulled the ad and apologized, highlighting the importance of cultural sensitivity in marketing.

Microsoft's Clippy:

Remember Clippy, the overenthusiastic animated paperclip from Microsoft Office? Introduced in the late '90s, Clippy was intended to assist users but quickly became the symbol of annoyance. Users found Clippy intrusive and unhelpful, leading Microsoft to phase it out in later versions. The lesson here is clear: well-intentioned ideas can sometimes fall flat in execution.

Hoover's Free Flights Promotion:

In 1992, Hoover, a vacuum cleaner company, launched a promotion offering free flights to customers who purchased more than £100 worth of their products. The response was overwhelming, as customers exploited loopholes by buying low-cost items to qualify for the flights. The resulting financial losses and negative publicity made this promotion a textbook example of how not to run a marketing campaign.

The Ford Edsel:

The Ford Edsel, launched in the late 1950s, is often cited as one of the biggest automotive marketing failures. Despite extensive market research, the car's unconventional design and high price tag failed to resonate with consumers. Ford discontinued the Edsel after just a few years, emphasising the importance of understanding consumer preferences before launching a new product.

While marketing blunders can be embarrassing and costly, they also provide valuable lessons for companies willing to learn from their mistakes. These examples showcase the importance of market research, cultural sensitivity, and understanding consumer expectations. In an industry where creativity and innovation are celebrated, it's crucial to strike the right balance and avoid the pitfalls that have plagued even the most prominent brands in the past. After all, the best marketing campaigns are the ones that resonate positively with consumers, not the ones that end up as cautionary tales in the annals of marketing history.

Computer game marketing blunder:

A recent example of a marketing blunder is playing out on YouTube videos at this very moment. An advert that is over one and a half minutes in length is for a science fiction computer game. A sententious sounding voice declares at the start of the advert: "You aren't ready for this game." Many people's response is to say: "OK, then!" and to click on skip advert. Oops.

(Image courtesy of Michael Schüller from Pixabay)