Despite you having invested in a website for your business, it’s really not doing its job in bringing you new clients. You’re at a loss as to why. Does this sound familiar? If so, see which of the following common mistakes rings true for your business and website.
It’s Not User-Friendly
Pop-ups. Sidebars. Lots of menu options. Text, text, text! You have everything on your website possible, and it hasn’t occurred to you that it might be — ahem — overkill.
Either that, or it’s hard for visitors to your site to make a purchase. Maybe they have to click five different buttons before they can check out, and by then, they’re over it.
Your website should be, first and foremost, user-friendly. It should be dead simple to navigate from one page to another (and that includes on mobile devices!). Your site shouldn’t be cluttered, nor should pop-ups be invasive and follow visitors around on every page.
Keep things simple. Navigation menus should be limited to just a few options, and avoid pop-ups unless they’re timed to appear after a few seconds someone is on your site, and go away once viewed.
You Don’t Have a Professional Email Address
You’ve spent thousands on a gorgeous web design, so why are you still using a Yahoo email address for your business? It makes you look unprofessional, and some potential clients might be turned off by it.
Having an email address with your web domain provides consistency in your branding and makes it easy to add other addresses as your business grows and you hire new people.
Getting a professional email address isn’t expensive or difficult, so there’s no reason not to get one. You can sign up for email addresses through your hosting company (and may even already have the capability to create them with your hosting package). Use easy to remember naming conventions, like firstname.lastname@example.org.
There’s No Call to Action
Even the most beautifully designed website won’t make you money if you don’t tell visitors what you want them to do. A call to action is essential for converting visitors into customers. Whether you want them to subscribe to your email list, follow you on social media, or buy something, you have to lead them by the hand. If you don’t, they’ll visit your site and then go elsewhere.
Create one call to action per page. More than that will overwhelm your audience, and they won’t know what to do. Keep it simple and create a sense of urgency: Save 20% on your purchase! Today only!
You Have No Regular Content
Just as important as the user-friendliness of your website is the content that you publish on your blog (you have a blog, right??). Your blog’s sole purpose is to establish your brand as a thought leader and educate your market. This helps build trust with potential clients, who will then be more inclined to buy from you.
But if you aren’t updating your blog content frequently — or at all — you won’t appear in Google search results, nor will you give one-time visitors reason to come back.
Get on a steady schedule of content creation. At a minimum, aim for one post a week. More is better for your SEO.
You Aren’t Leveraging High-Quality Images
We all know what a picture is worth, and it’s just as applicable on websites to engage people. Humans like looking at images, so if you’re not including one or more visuals on each page of your website, you’re missing the opportunity to provide eye candy (and reason to stay around longer) for your audience.
Invest in a stock photo subscription, which can range from $100 to $500 a year. Make sure every web page and blog post has an appealing image on it.
Your website is your calling card to the world. But while people might linger at your doorstep, you’ve got to give them enticing reasons to come inside and buy. Good web design is a start, but it’s not enough. Make sure you’re keeping your content updated, spurring your audience to take action, and being as professional as possible with your email address.
About the Author:
Maggie Aland is a staff writer for Fit Small Business and editor of the Marketing and Reviews sections. She writes on a variety of marketing topics, ranging from newspaper ads to how to market your business on Facebook. When not editing or writing, you can find Maggie looking for the best brunch spots in NYC.
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