You’ve got roughly 8 seconds to capture the attention of your visitors or they are off visiting the next site.
So what do your visitors want to see in those few precious seconds?
THE CLARITY TEST
It’s simple. They want to see:
- What do you do?
- How will they benefit if they become a customer?
- How do they take action?
If your website isn’t generating the leads or sales you think it should, it’s likely that you have a disconnect somewhere. It could be in the design, the copy, or your call-to-action, even your loading speed can affect your results!
In working with hundreds of small businesses we have found there are 10 Most Common Mistakes Businesses Make When Designing Their Website they are:
WEBSITE MISTAKE #1
You talk about your company instead of connecting with your target audience.
Connect with your target audience and give them a reason to choose you instead of your competitor.
If you were to line up your website with your top 2 – 3 competitors would you be able to quickly identify what makes your business unique from theirs?
Or does your site basically say the same thing as theirs?
Customers choose to do business with you because they have a problem, and they believe your product or service can solve it.
Craft a specific message that speaks directly to your customers’ issues. When they see that you understand them and their challenge that captures their attention and get them to spend a little more time on your site.
WEBSITE MISTAKE #2
You don’t clearly state what you do.
Too many people try to come up with a catchy phrase or tagline that’s clever, thinking that will capture the attention of your visitor.
You’ve only got a few seconds to get your point across. Make it clear – make it simple.
Not sure if your message is clear enough? Find a casual acquaintance who doesn’t know your business. Ask them to look at the home page of your website for 5 – 10 seconds. Then, ask them to tell you exactly what you do. If they can, you’re golden! If not, you’ve got work to do on your message to provide clarity.
WEBSITE MISTAKE #3
You don’t show proof that your products or services have worked for others.
Don’t just say you’re the best – prove it.
Don’t just say you’re different – prove it.
Don’t just say you’ve helped a lot of customers – prove it.
Buyers are more skeptical today than ever before. Use the power of “social proof” to prove that your business truly helps your customers.
Showcase customer testimonials. Highlight recognizable brands that have worked with you. Call out statistics that prove your success.
You don’t need to go overboard, a “sprinkle” of social proof goes a long way.
WEBSITE MISTAKE #4
You use the wrong images.
You’ve heard it many times before, “a picture is worth a thousand words”. The question is, what are your pictures on your website saying?
Your visitors want to see themselves having success from using your products or services. Use pictures that show your customers having success as a result of your products or services.
Ideally, you want to use custom images whenever possible over stock images.
WEBSITE MISTAKE #5
You use too much text.
People don’t really read word-for-word online – they scan. This is why your headlines need to grab the attention of your visitor.
Keep your text short and sweet and to the point. Too much text will overwhelm your visitor and cause them to bounce (meaning, leave your page).
Don’t take my word for it…
Take a look at your bounce rate inside of Google Analytics…the proof is in the numbers.
WEBSITE MISTAKE #6
You use sliding images in your headers.
The only people who like sliders on websites are web developers (for some reason) and the business owner. I think they think it looks “cool” and “flashy”.
Here’s the deal…
Visitors want clarity. They aren’t going to wait for your slider images to rotate so that they can read what you have to say on each image. And there’s nothing more frustrating when a slider image catches your eye…then it switches, and you have to wait till it rotates back around!
Sliders provide a terrible user experience.
Sliders are terrible for SEO.
Sliders are just bad!
WEBSITE MISTAKE #7
You have too many pages.
Too many pages are difficult to navigate to find the information your visitor is looking for. Plus, it can send them down a “rabbit hole” of clicking (but not really reading).
Keep your front facing pages (on your main navigation) to a minimum.
Remember, visitors what to know:
- What do you do?
- How will they benefit from your products or services?
- How do they take action?
It shouldn’t take a 30-page website to answer these questions :)
WEBSITE MISTAKE #8
You don’t have a clear call-to-action.
We tend to see businesses “stuffing” every page on their site with a bunch of call-to-actions.
If you want your visitors to take a specific action then the best approach is to have (1) one call-to-action per page. It’s ok to have that same call-to-action multiple times on the page but you want to have one consistent call-to-action.
The content (copy and images) on that page should support all the reasons why your visitor should take that action.
Too many call-to-actions is confusing to your visitors…they don’t know what you want them to do.
WEBSITE MISTAKE #9
You use social media icons.
Think about it…
You spend a ton of time, money, and resources to drive traffic to your website right? And when they finally show up you have social media icons on your site that direct them to LEAVE your site!!!!
This is THE MOST COMMON MISTAKE we see businesses make. There are better ways to build your social media following. Don’t ask visitors to leave your site.
WEBSITE MISTAKE #10
Your site isn’t mobile friendly.
When your website isn’t mobile friendly it is not only frustrating to your visitors but Google will actually penalize you in your rankings.
It is absolutely ESSENTIAL that your site is mobile-friendly!
Would you like the Your Marketing Coach team to take a look at your site?
There are many factors that need to be considered when optimizing your website. We’ve covered the 10 most common mistakes here but there are many others factors that affect your website conversions.
Click the button below to take advantage of our FREE Website Audit and learn how you can optimize your website and stop losing valuable leads and potential customers!
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