The buyer cannot find a single price on any of the 6 pages
What it costs the business. In a software store, "how much does it cost" is the first question, asked even before "what do you have". Unable to find a price, some people will write and ask, but most will simply open a competitor's site where the price is stated. Silence about price reads as "expensive" or "we'll negotiate", and you will never learn about the visitors you lose: they leave no trace.
What we do. We add "from and to" ranges for the main products and license groups and explain what the final price depends on: the number of seats, the license term, installation and support. This does not oblige you to sell at the lower bound, but it filters out those who could not afford it anyway. Usually a day or two, including the copy.
For the first 2.3 seconds after clicking a link, the visitor stares at a blank screen
What it costs the business. The time to first byte on this site is about 2.3 seconds. For all that time there is no text and no images. A person who opened the site on a phone on the go or between tasks will not wait: they will go back to the search results and open the next one. Google also takes speed into account when evaluating a site.
What we do. We find where the time is lost: most often it is weak hosting, heavy plugins or a database without caching. We remove the cause rather than treat the symptom. Usually a day or two, and the site starts responding noticeably faster.
When a client forwards the link in Telegram or WhatsApp, a bare address goes out instead of a card
What it costs the business. Software is often bought on recommendation: an accountant advises the director, an IT person advises a colleague, and all of it happens in messengers. A link without an image and a title looks suspicious, and fewer people click it. The visitors you lose are exactly the ones your happy clients brought to you.
What we do. We add an image and a caption for messengers and social networks, so the link unfolds into a neat card with the store's name. A couple of hours, including preparing the image.
On opening the page, the visitor does not see a single line saying what this store is and who it is for
What it costs the business. Within a second a person should understand that software is sold here and whether it suits them: for home, for the office or for business. Without a main heading they have to guess, and the search engine guesses what the page is about too. A doubtful visitor leaves instead of figuring it out.
What we do. We put one line on the first screen: what you sell and to whom. An hour, often less.
38 of 42 images stay nameless for search
What it costs the business. Google reads an image's caption rather than looking at the image. Without captions, screenshots, boxes and product cards do not appear in image search, which is a separate stream of people looking for what a program looks like. Screen readers for blind visitors also read these captions aloud.
What we do. We write captions that describe what is actually in the image, not "photo1". For a site with a few dozen images, that is about a day of work.
The pages are put together from four different fonts and look like a patchwork quilt
What it costs the business. Every extra font reads as a piece from another website. The visitor will not name the reason, but they will not consider the store tidy. And software is bought where people trust: a person pays for something they cannot touch, and a sloppy-looking site takes away confidence.
What we do. We keep two fonts, one for headings and one for body text, and bring all pages in line with them. A day of work, and the site starts to look cohesive.
Small text cannot be enlarged with a pinch on a phone
What it costs the business. Someone who finds the text too small spreads their fingers as usual, and nothing happens. This is how the site loses people over forty and everyone reading on a phone in the sun. They will not go looking for glasses; they will close the tab. In software descriptions and license terms, small print is unavoidable.
What we do. We remove the restriction: it is one line in the settings. We also check that nothing breaks apart when the page is zoomed.