Websites are a means of making money. That being said, most websites aren't good at making money. If yours isn't getting the job done, why not? What's stopping your website from being successful?
I've got 11 potential reasons for you:
1. Your site is broken on mobile devices. You'd be surprised how many websites don't function properly on mobile devices. Considering the fact that more organic search traffic comes from mobile devices than desktop devices, this problem can sabotage over half of your potential sales. Does your site load on all devices and browsers? Does it load in a reasonable amount of time? Do your images and video load properly? Is your content legible? Do your conversion forms work and forward to the correct inbox? Don't assume. Check.
2. Nobody can find your site. It's one thing to have a website. It's another for it to be findable. If it isn't, it's a huge problem. Improving your online visibility isn't quick, nor easy; it's a process of building your brand through quality content publication. Start with a content marketing strategy, focusing on quality, and build from there. For help, see The Definitive Guide to Marketing Your Business Online.
3. You don't know your audience. It's not enough to pick an audience at random or just target "everyone"; you have to know your audience, and create content and messaging that appeal to them specifically. Conduct thorough market research and test your assumptions--make sure you're actually offering your target audience value.
4. Your content sucks. A content strategy is useless without high-quality content. In fact, publishing content that sucks will only damage your brand and lower your conversion rates. Only publish content you're proud of, which offers value to your audience. See The 12 Essential Elements of High-Quality Content for help creating content that works.
5. Your site is disorganized. People feel more comfortable on a site that's well-organized. Is your contact page easy to find? Does every page have an easy link back to the homepage? Are your pages organized into meaningful categories and sub-categories?
6. Your site is ugly. There's something to be said for the aesthetics of your site, too. Does it look good on mobile devices? Does it fit in well with your industry and the ethos of your brand? Is the text easy to read? Are there compelling images and colors?
7. You have no opportunities for conversion. This can be a complex problem because there are so many ways it can go wrong. First, check to ensure you have plenty of opportunities for conversion on-site. Then, make sure they're visible; can people find them and see them easily, no matter where they land on your site? Finally, make sure the conversion forms actually work across devices and browsers--again, never assume.
8. Your conversion process sucks. If the actual process of conversion is annoying or clumsy, people will bail. If you're asking for information via a form, ask for fewer fields. If you're hosting a checkout process, make it as fast and seamless as possible. For help with conversion rates, see 7 Ways to Increase Your Website's Conversion Rate.
9. You're not showcasing the full potential of your offer. It's possible that your content, product, or services are really worth it, but you just aren't doing a good enough job convincing people of that. Be sure to include your unique value proposition (UVP)--what do you offer that others can't? Do you have a blog or FAQ page, or do you offer a customer service line or live chat window? The more information you offer, the more comfortable people will be to buy from you.
10. You're selling too hard. Of course, it's also possible that you're selling too hard. If you're exhausting yourself trying to make your product seem better than it actually is, or if you include sales messages on every page, people will become skeptical and leave. Offer value and information to your visitors; leave out the selling.
11. You lack social credibility. People trust other people; not companies. Do you offer "social proof" such as customer reviews, testimonials, or other indications of your value and authority? Do your social media profiles show good engagement with your customers, and impressive followings? It's also helpful to list your accreditations or industry affiliations if you have them.
You might find your site has all of these problems, or some of them, or only one. But one thing is certain; unless your site is already making money or you genuinely aren't trying to earn any kind of revenue from it, something is wrong. Take care of your website, take care of your users, and the rest will take care of itself. It's not a fast process, nor is it an easy one, but it's a real one capable of real results if you put in the necessary effort.