We’ve been doing a lot of website reviews for our clients lately and one thing that strikes me the most is the lack of clear objective(s) organisations often have for their website. Trying to be everything to everyone with a website is a risky business that can result in high bounces and low user retention and interaction.


Three of the most common problems we’ve encountered with websites include:

Lack of clear direction for users

  • There shouldn’t be too much information competing against each other on your website. You should make the most important pages of your website (important to you AND to users) easy to find.


  • There are so many websites out there that don’t give a clear and concise explanation of what the business is about. If users can’t understand who you are from your home page, they will very quickly move on.
  • Remember that each visitor to your website is only one click away from your competitors.


  • There can be not enough, but also too much content. If a user has to scroll forever to reach the bottom of the copy, you’re very likely to lose them along the way.
  • It’s also important to put fresh content on your website on a regular basis to help optimise it.
  • Users are getting better at filtering out anything that doesn’t create value so make sure the information you provide is relevant to them and easy to understand.

A few questions you can ask yourself when looking at your website are:

  • What unique ideas and content does your website offer?
  • Does it give users reasons to like you more?
  • What do users really want to get from your website?
  • What do you want to achieve from your website
  • Does it demonstrate your values rather than just talk about them?

A good way to start your website review process is by asking your current clients/customers what they actually think of your website. You’d be surprised to see how it can help!