The world is digital.

Whether you’re looking to buy the latest trends for the back to school season or you’re booking a business appointment with a partner, most essential trading, negotiating, searching and communicating activities happen online. The bad rep that Millennials have gained as permanent smartphone users is unfair but necessary.

No business can afford to ignore the importance of the digital sphere for their audience, their market, and their overall growth. However, despite the constant reminders about going digital to sustain your business, too many companies continue to fail to appeal to their online users. In fact, in a digital world, businesses that can’t adapt to the needs of their customers can experience significant financial backlash. But as everyone is getting more and more digital-savvy, the rules behind the perfect online presence are changing. Companies now need to place the user at the heart of their web strategy, both in terms of experience but also content appeal.

#1. Images that don’t matter

This image doesn't matter.

The importance of image SEO has been repeated often enough to have convinced several websites to add an optimized alt text and follow best practices for all images that are displayed on their pages. But as visitors are more used to exploring the web, they are likely to have come across most standard stock images in the past. The use of the same images throughout different websites leads to a form of visual dullness.

There are only so many times a user can see the same picture before they decide to ignore it, making it a useless addition to the site. Additionally, it’s important to note that as a rule of the thumb, unless the images are not necessary – aka if it’s not an online retail site or a useful illustration – most visitors tend to scroll past.

#2. Traffic peaks not taken care of

There may be issues that you don’t notice from considering your Analytics data only. For instance, a high bounce rate might not be related to the quality of your content. Instead, it could be an indication that the pages might be slow to load at peak times. You can use a solution such as Singularity Networks to collect the relevant data from your from servers,

VMS and routers and analyze how your visitors access your site. This could highlight issues for specific locations – which can be relevant for international websites – or specific times. When your visitors can’t access or navigate the site, they’re less likely to come back and try again.

Site accessibility matters

#3. The quirkiness that everyone shares

Last, but not least, it’s been common practice for modern agencies and customer-facing service businesses to over quirky info in their homepage and about us section. Ultimately, you need to meet the right balance of quirkiness without boring your visitors.

Agencies that provide coffee stats are missing the point. People don’t care about this kind of info. Besides, as it’s been used across several sectors, the playfulness and personality you might have been hoping for are long gone.