3 minute read
Most geospatial companies don’t lose potential customers because of bad products. They lose them because of bad websites.
A confusing homepage, a buried call-to-action, or a wall of technical jargon—all of these create friction. And friction makes visitors leave.
When someone lands on your site, they’re looking for answers. If they can’t find them easily, they’ll move on. And with so many options available, they won’t come back.
If your website is turning away potential customers, here’s how to fix it.
Make Navigation Effortless
A website should feel like a clearly marked trail—not a maze where visitors have to guess which way to go.
Too often, geospatial sites overwhelm people with dropdown-heavy menus, multiple service pages with unclear differences, and industry jargon that assumes visitors already understand everything.
Instead, simplify.
Guide visitors through a logical journey. If someone lands on your “Geospatial AI Solutions” page, what should they do next? Read a case study? Book a demo? Download a guide? Make the next step obvious.
Reduce Complexity—Say More with Less
Many geospatial companies assume that more information equals better communication. But long-winded paragraphs packed with technical details don’t impress visitors—they drive them away.
In the words of Mark Twain:
I apologize for such a long letter – I didn’t have time to write a short one.
Brevity and clarity require more effort on your part, but make life (so much) easier for your audience.
The easiest way to ensure clarity?
Break up large blocks of text.
Use clear, direct language.
And, if a feature requires explanation, frame it in terms of benefits:
❌ Instead of: “Next-generation AI-powered remote sensing solutions”
✅ Try: “Monitor land changes in real-time with AI-driven satellite analytics—no manual processing required.”
Tell Visitors What to Do
One of the biggest mistakes? Burying calls to action—or worse, not including them at all.
A strong CTA should:
- Be clear and direct (“Book a Demo” is better than “Learn More”)
- Set expectations (“Schedule a free 15-minute consultation”)
- Be visible and repeated throughout the page
If a visitor leaves without knowing what to do next, that’s a lost opportunity.
Fix Broken Links and Dead Ends
Nothing erodes trust like clicking on a link and landing on a 404 error page.
Yet, so many geospatial sites have outdated pages, broken forms, and missing PDFs. Regularly audit your website. Click through every key link and test your contact forms. Every broken path is a potential lost lead.
And while you’re checking your links, also check your content to make sure it’s still up to date and relevant. If your homepage is still talking about COVID-19 or a promo you ran in 2017 it’s an instant turn-off for folks entrusting you to be at the top of your game.
Write Like You’re Talking to a Customer, Not a Committee
Your website copy shouldn’t read like a corporate report.
Speak clearly and directly. Skip the buzzwords. Make your message feel human.
❌ Instead of: “Leveraging advanced spatial analytics to enhance infrastructure planning and asset management.”
✅ Try: “Identify risk areas, optimize maintenance, and prevent costly repairs with high-precision satellite and LiDAR analysis.
When in doubt, imagine explaining your solution to a customer over coffee. That’s the tone you want.
The Bottom Line
A complex website doesn’t make your company look more advanced—it just makes it harder for customers to work with you.
If your site isn’t driving conversions, check for friction:
- Is it easy to navigate?
- Is the messaging clear?
- Are visitors guided to take action?
The best geospatial websites don’t just display information—they remove obstacles, build trust, and make it simple for customers to take the next step.
Is your website doing that?
If not, let’s talk.