5 common mistakes that cost you new business and repeat sales
Buyers are looking for you online. Can they find you? And once they do, are you giving them what they need to make an informed buying decision?
Now that 70% of all purchases start with an online search, it makes good business sense to build a web presence that makes you visible and viable. You can no longer rely on the yellow pages or even a newspaper ad to do the job.
A robust and optimized website helps you attract qualified prospects and turn them into customers. If that’s not happening enough, and you’re wondering why, chances are you’re committing one or more of these 5 costly mistakes:
1. Overlooking the power of keywords and optimization
2. Underestimating the value of good design
3. Failing to provide compelling content
4. Assuming your site is easy to use
5. Failing to craft a compelling marketing message
Common website blunders and how to fix them
Blunder #1 – Overlooking the power of keywords and optimization
Fix – Identify the words and phrases your prospects are using in their searches. Apply these terms judiciously to your website page titles, headlines, subheads and text. This enables search engines to make a relevant match between the searcher and your site.
Blunder #2 – Underestimating the value of good design
Fix – Clear, simple design is critical to your success. It engages visitors and supports your content. Remember, you don’t get a second chance to make a first impression. And readers decide in about two seconds whether they’ll move further into your site or leave.
Some design elements that help you reel in customers:
o prominent logo and a descriptive tagline in the masthead
o color palette that supports and complements your brand
o easy-to-read sans serif fonts – and please, no large blocks of eye-straining italics
o photos and images that are relevant to your message. Poor quality snapshots make you look unprofessional.
Blunder #3 - Failing to provide compelling content
Fix – Customers come to your site looking for information. Too often, what they need to make a buying decision either isn’t there or isn’t easily found.
You can help them and your business by providing clear, engaging, customer-focused copy. This requires objectivity on your part, to step back and think like your customer.
Here are some additional ways to boost your website’s effectiveness:
o update your content regularly to attract visitors and search engines
o format for readers and skimmers with short paragraphs, informational headlines and subheads for at-a-glance reading
o hire a professional website writer who can build a convincing case for your product or service
Blunder #4 – Assuming your site is easy to use
Fix - Of course you know where to find everything on your website. But will a first-time visitor? When she lands on your home page, Will she easily spot the topic she’s looking for? Even though there are no hard and fast rules for navigation design, best practices have emerged based on extensive usability studies.
Some of the most basic include:
o placing your navigation bar at the top of the page
o providing hyperlinks in your text to lead visitors deeper into the site
o organizing information so readers get the main the message without having to scroll
Blunder #5 - Failing to craft a customer-centric marketing message
Fix – Potential customers come to your site with an agenda, so make sure your copy addresses their interests and needs. Don’t just blow your own horn.
Make it easy for shoppers to say yes by providing a clear path that lets them know what to do next and how to do it.
Are you committing any of these costly errors? One way to find out is with a Website CheckUp — a new service I’ve launched with a team of content, design and SEO professionals. We evaluate your site and give you a step-by-step plan for turning it into a robust marketing tool.
