Common Website Mistakes That Your Business Can’t Afford To Make
It doesn’t matter whether you’re a real world or digital business: the strength of your website will be highly influential in your ultimate success or failure. And it’s not hard to see why. After all, a significant percentage of consumers look at a company’s website before deciding to make a purchase. If what they see impresses them, then they’ll be more likely to go through the ordering process. If they have doubts, then they’ll hit the ‘x’ button on your site, and look elsewhere. One of the reasons why people are turned off from making a purchase is that the business makes common mistakes with their website.
In this blog, we’re going to run through some of these errors, and offer advice on how you can move past them.
Complicated Web Addresses
A customer might love your website, but if it has an address that’s too difficult to remember, then it’ll be no great surprise if your number of repeat visitors aren’t as high as you’d like. Sometimes, a web address sounds logical to you, but to outsiders, it’s just not catchy enough. That’s the best case scenario. There are some businesses that have a web address that’s far too complicated to remember. Having to rebrand isn’t an ideal situation to be in, but sometimes it’s worthwhile. You can also keep your existing page and simply have it redirect to your new site, so old customers can continue to find you.
It’s not so much that companies forget about SEO, since everyone who knows even the basics of marketing knows has heard of it. The issue is that many business owners don’t fully appreciate the importance of SEO to their success. Think about your own internet use: don’t you visit Google every time you’re looking for something. Sometimes we even use it to access sites we already know the address of, because it’s faster. If your site isn’t coming up when people make searches related to your industry, then there’s a problem. It’s something that can be overcome relatively easily however; you just need to learn how to optimize your sites for the search engines — indeed, that’s what SEO is. If you’re at a complete loss or don’t have the time, then look at hiring another company to do the job for you.
Social Media Content
There’s no denying that every company should have social media channels. After all, if you want to grab the support of the people, then you have to go to where the people are. And in 2020, that means social media websites, including Facebook, Twitter, and Instagram. However, it’s important to remember that your social media accounts should just be a tool that pushes people towards your website. You shouldn’t be giving away all your best content on Facebook. If you are, then why would people go to your site? Your social media channels should be used to get people on the hook. Your website should get them into the boat.
The content of your website is, of course, highly important — but how that content is presented and how your website looks is also important. Indeed, this is what will have the biggest influence when it comes to the first impression of your website (and, in some cases, your company). The issue is that most entrepreneurs are not naturally gifted when it comes to website design. As such, it’s recommended that you work with a web design company like CalTech Web. They’ll have the knowledge and expertise required to ensure that you end up with a site that draws people, rather than pushes them away. You’ll know from your own experience of using the web just how much the design influences your perception of a site, so make sure that your visitors get a positive perception!
And this becomes even more important with the upcoming changes to Google’s algorithms in June 2021. Websites will be ranked based on the three web core vitals which make up seven markers for Google’s new page experience. The worse your site performs on these markers, the lower you will rank. These markers indicate to Google how to evaluate the customer experience on your site and, for example, if your site loading time is over 2.5 seconds, you can expect a poor performance. Consider all these factors when designing your website as they will play a big part alongside your SEO in how well you rank over time.
Different Devices, Spaces
Sometimes, a business owner can love how their site looks and responds. Yet there’s a problem: the experience that other people get may not be the same as what you get. Different websites can load differently on different devices. Your website might look amazing on your MacBook, but will it look the same on a Windows computer? Or what about on an iPhone versus an Android device? Be sure to check your website across a wide range of devices. Also, think about the location of visitors. Speed is one of the biggest factors when it comes to deciding whether a person stays on a website or not. If it takes too long to load, then they’ll be less likely to stick around. Did you know that the location of your website’s server will influence how long it takes to load? You’ll want to check that it’s the same for everyone, especially if you’re catering to a global audience.
It’s bad enough to commit some simple errors that put doubts in people’s heads. It’s another issue entirely to actively annoy them! Yet oddly, this is something that many websites do. For example, let’s think about autoplay videos with sound. If you have them on your site, then don’t be surprised if people leave the site straight away. You see some large websites do this, but they’re large enough that they can get away with it. Your site is unlikely to have that luxury! Some other frustrating aspects include having too many pop ups and using dark patterns. These things work on a short-term basis, but it kills longevity. Don’t annoy your web visitors!
Lack Of Updates
It’s crucial that you keep on updating your website. This isn’t just handy for SEO purposes, but it also shows your visitors that it’s an active site that’s worth revisiting on occasion. It’s always sad to see company Facebook pages that haven’t been updated in years. It rightly makes people wonder whether they’ve gone out of business. The same can be said for your site. There’s not that much power in a dormant site.
Low-Quality Text and Photographs
It’s always a good idea to have someone else take a look at your website before you publish it. They’ll spot things that you couldn’t. One of the main problems that people have is that they don’t always see mistakes relating to the photos on the site and the text. The words of your website will help to convey your message to your customers. What message will they receive if there are multiple grammatical and spelling errors? The odd error will always slip through, but in general, it should be tight. Photographs are a little more tricky. There are plenty of websites that offer high-quality, free images, but in some cases, it’ll be better to purchase a license for a professional shot. They’ll boost the image of your website.
There are some things that really stand out to website visitors—for example, your contact information. If you don’t have any contact info on there, then people will have some doubts as to your credibility. It’s one of the simplest things you can add to your website, yet many businesses overlook it. On your contact page, you should try to have as much info as possible — that means your phone number, email address, social media channels, and perhaps even your mailing address. One useful tool is to incorporate a live chat feature. This gives visitors peace of mind that if they have any sort of issue, then they’ll be able to get in contact.
Digital security is a hot-topic at the moment, and highly important to web users. If your site isn’t as secure as it could be, then take steps to make some changes. IT’s one of those things that customers appreciate, and in any case, it’s just highly important to your site anyway. If you’re the victim of a cyber attack, then it could reasonably spell the end of your business.
It’s Too Futuristic
It’ll be a problem if your site looks like it belonged in 2003. But it could also be a problem if your site looks like it’s from 2033. Many companies strive to show that they’re modern, but it is possible to take things too far. Perhaps one of the biggest problems that stem from making things too complicated is that it can make the site hard to navigate, and also make it load slowly on certain devices. So while it’s good to be a little creative and push the boat out a little, you’ll want to rein things in before things become too out-there.
As we said at the beginning of the article, your website is going to play a major role in your ultimate success or failure. So don’t leave anything up to chance. The goal should be to make your website as watertight as possible, so you don’t give any of your visitors an easy excuse to leave. Take the tips above, and it won’t be long before you’re noticing an increased number of visitors coming your way — and you’ll find that they’re sticking around, too.
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