You have a website, but for some reason, your customer base isn't growing. Have you ever thought about why you can't attract customers?
Introduction
You have a website, and the design is decent enough. Yet, inquiries and store visits aren't increasing as you'd hoped—does this sound familiar? If you are worried about your website's ability to attract customers, please also refer to "Makasete DX," which we will introduce in the latter half of this article.
"If you build a website, you will attract customers" is actually half-true and half-misleading. A website is merely a "tool for being found and encouraging action," and it does not function automatically just because it was created. In this article, we will explain the common causes for companies that have websites but fail to attract customers, as well as the points you should review.
Characteristics of websites that end at "just building it"
Many small and medium-sized enterprises and sole proprietorship websites share the following common points.
1. It is unclear who you want to reach and what you want to convey
There are many websites where, upon opening the top page, it is not immediately clear what services are being offered or who they are for. Since visitors decide within a few seconds whether something is relevant to them, if it is not conveyed in those first few seconds, they will leave.
2. Updates have stopped
Websites that have not been updated for several years since they were launched are likely to have lower search engine rankings and also make visitors anxious, wondering, "Are they still in business?"
3. The appearance on smartphones is not considered
We are now in an era where many people search for information on their smartphones. Even if it looks good on a computer, if the text is too small or buttons are hard to press when viewed on a smartphone, visitors who have gone to the trouble of visiting will leave.
4. There is no path to the "next action"
If inquiry forms, phone numbers, or reservation buttons are in hard-to-find locations, interested visitors will leave at the point where they should be taking action.
5. The keywords being searched for and the page content do not match
If there is a gap between the words used to describe your service and the words customers actually use in searches, your page will be less likely to appear in search results, even if you have created high-quality content.
The "three walls" common to websites that cannot attract customers
Wall 1: You cannot be found
If you do not appear in search results in the first place, no one will know your website exists. If basic SEO (Search Engine Optimization) measures are not in place, you will stumble at this first wall.
Wall 2: You cannot capture interest
Even if visitors reach your website from search results or advertisements, if the content is difficult to understand or lacks credibility, they will leave.
Wall 3: Failure to take action
Even if they are interested, if the path to inquiries or reservations is unclear, they will leave just before taking action.
Many websites that fail to attract customers are losing visitors at one or more of these three walls. Understanding which wall your website is stumbling at is the first step toward improvement.
Self-diagnosis you can do right now
Please check the following items on your company's website.
Can you tell what the service is within 3 seconds of opening the top page?
Is the last update date more than six months old?
When viewed on a smartphone, are the text and buttons easy to see?
Is the path to inquiries and reservations in a location that can be found without hesitation?
Are the words that customers are actually likely to search for included on the page?
How many of these did not apply to you? The more items that do not apply, the higher the possibility that the reason you are not attracting customers lies in the "structure" rather than the visual design.
Why just improving the design won't solve the problem
When it comes to reviewing a website, many people tend to think of "making the design stylish." While visual impression is certainly important, that alone will not lead to a fundamental solution. Who are you targeting, what are you conveying, how are you conveying it, and how do you want them to act—reviewing this design itself is the shortcut to a website that can attract customers.
At Makasete DX, we provide comprehensive support for creating websites that attract customers, from design renewal to SEO measures, reviewing information structure, and designing action paths.Makasete DX allows you to start by diagnosing which wall your current website is stumbling at.
Common pitfalls by industry
For restaurants, cases where information on menus and price ranges is difficult to find, causing people considering a visit to leave, are noticeable. In professional services and consulting, there is often a lot of technical jargon, making the content difficult for first-time consultants to understand. In retail, there are cases where information about physical stores and online information do not match, causing confusion for visitors.
Frequently Asked Questions
Q. It hasn't been long since I launched my website, but is there still a reason why I can't attract customers?
A. Yes, there is. Even if it has just been launched, if there are issues with how information is conveyed or the design of the flow, it will be difficult to attract customers. Precisely because it is just after launch, it is important to review structural issues at an early stage.
Q. Will focusing solely on SEO improve customer acquisition?
A. SEO is an important element for "getting found," but it is not enough on its own. Only by reviewing the parts that come after being found—such as "getting them interested" and "getting them to take action"—will you be able to improve customer acquisition.
Summary
If you have a website but aren't attracting customers, the cause is often in the "structure," such as how information is conveyed and how the user flow is designed, rather than the visual design. First, try reviewing your company's website from these three perspectives: getting found, getting them interested, and getting them to take action.
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What you can do with [Makasete DX] (smart) Makasete DX allows you to consult on everything from SEO and reviewing information structure to designing user action flows, all to build a website that attracts customers.
Inquiries
Phone: 050-5574-1656
Email: makasete@spot.co.jp
LINE: @makasete
Contact: Kiyora Shinjo
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