In this video Tim discusses the top 5 mistakes we see business owners making on their websites.
Doing the volume of website audits we do each week, we’ve noticed the same things come up again and again. How many are you falling foul of?
- Unclear message
- Nothing new to contribute
- Lacking enough content
- Overall low quality/out-of-date website
- Weak or no call to action
Surfers are in a hurry and they’re not going to spend time digging around trying to find what’s different or unique about a particular business. If it’s not immediately obvious and ‘slap in the face’ simple, you risk losing them to a competitor with a clearly communicated message
Nothing New to Contribute
One of the cardinal mistakes in any market where the product or service is similar or identical to that sold by other companies. If you’re selling something other people sell at a very similar price point and without adding any other value, why should your website rank above theirs, and why should customers buy from you?
There are plenty of ways to add value around even commoditised products and services and these should be obvious on your site. If you want to outrank Amazon, for example, how are you going to benefit visitors compared to Amazon’s customer reviews, related products and lengthy product descriptions?
Exploit your competitors’ weaknesses: if they rely on user-generated content try to figure out a way to offer editorial content that’s really useful to your audience, or vice versa.
Lacking Enough Content
Almost all the sites we are sent to review could benefit from having more content. Imagine that the purchase you are asking your audience to make is a big decision, and give them enough information to make that decision. Whether you’re a financial advisor, curtain manufacturer or strip club – demonstrating your expertise and positioning yourself as a leader in your market by including plenty of content on your site (split across pages targeting each of your main target searches) is a great way to stand out from your competition.
Overall Low Quality/Out-of-date Website
The most unforgivable of mistakes in 2013 – the proliferation of WordPress and other content management systems means that having an out of date site or not having control is something that businesses need to address immediately.
A new website should not cost anything, but rather be a very high return investment. A site built with SEO and conversion optimisation in mind can earn its cost back in sales and leads every month for the rest of its life. What’s more, the standards have raised across web design and consumers now understandably expect to see a website that looks as good on their mobile or tablet as on their desktop computer. Failing to provide this is a common attribute of businesses that are struggling to take advantage of the Internet for lead and customer attraction.
Weak or No Call to Action
Coming in at number 1, weak calls to action are found on almost every website. Every page on your site should have a goal to move your visitors one step further in their relationship with you, and strong calls to action with compelling benefit statements and juicy lead bait is the way to make your site pay off handsomely.
How did you do? If you managed to avoid all 5 mistakes, drop us a line and we’ll include you in next week’s videos