Top 10 Website Mistakes
It takes more than just having a web site to make the Internet work for your business. The web environment is now more competitive than ever. Time and time again I see the same fundamental website mistakes being made. It really pays to seek out a digital marketing specialist to ensure your website is actually working for your business. Below are the Top 10 Website Mistakes that your competitors already know about.
1. Choosing the Wrong Domain Name
Steer clear of long domain names. Ideally they should contain relevant keywords, be easy to remember and easy to type. Remember your Domain name doesn't necessarily have to be your company name.
2. Having a brochure type website
Brochure type web sites simply don't cut it anymore. The web environment is just too competitive. Your website should focus on either generating genuine enquiries or selling online.
3. Not collecting email addresses.
Every visitor who leaves your site without giving their contact information is an opportunity lost. Provide visitors an incentive to sign up by offering a free e-newsletter or special report.
4. Weak branding
A website is the corner stone of your marketing and therefore must clearly communicate your brand attributes, benefits and values. It should also clearly communicate your uniqueness vs. competitors.5. Poor design and functionality
Your website design must not only be presentable, but also focus on helping visitors quickly meet their goals when visiting your site. Steer away from the overuse of flash. People want information quickly and don't want to be bothered every time they visit your site with a flash intro that takes forever to load. Ensure links look like links.
6. Focus on products and services
Too many websites focus on products and services instead of the concerns and needs of the buyer. You want site visitors to feel that you understand their needs and are a good fit with regards to being able to address their needs.
Identify the different reasons your target market engages your services or purchases your products. We call these different reasons "Buyer Personas". Generate specific content on your website for each buyer persona.
7. Web site copy written for your peers
Frame your language and images to that of your target market and not that of your peers. Your message has a greater chance of resonating with your target market. Keep industry jargon to a minimum.
8. No call to action
Your web site should contain a number of strong calls to action. It is important that site visitors take some type of action when they visit your site. Whether it is to sign up for an e-book, e-newsletter, or make a sales enquiry or purchase.
9. Not adopting SEO
Improve your web site's natural ranking through the adoption of search engine optimisation (SEO). It is a worthwhile investment and I would highly recommend you speak with a SEO specialist.
10. Not tracking website performance
You should be testing and measuring all your marketing activities, including your website performance. Google website optimizer is a free multi-variant testing tool that can test variations of your web pages. It can determine which images, headlines and web copy are better at getting visitors to convert.
Of course there are many other common website mistakes that businesses make. Others worthy of a mention include not communicating your contact number clearly on each page, providing a tired design, old and stale information and not checking your web copy for typo's. The start of a new year is a great time to review your website. Take some action now!
Is YOUR web site working for your business?
Are your competitors enjoying more traffic? If you would like a FREE website assessment, please contact Brightblue Marketing on 9762 1255 or email info@iibe.com.au. At Brightblue Marketing we're reshaping business.
by Scott Tyler - Brightblue MarketingGWP Magazines® Business Resource & Lifestyle™ Issue #28, Jan-Feb 2010
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