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 web site mistakes being made. It really pays to seek out a digital marketing specialist to ensure your web site is actually working for your business. Website optimisation is critical. Below are the Top 10 Web Site Mistakes that your competitors already know about.
1. Having no clear web site strategy
Your web site should either be focused on either generating genuine enquiries or selling online. Brochure type web sites simply don’t cut it anymore. If your web site is not focused on driving an action from site visitors then why bother? This is website optimisation rule No.1
2. Weak branding
A web site 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.
3. Focus on products and services
Too many web sites specifically focus on products and services, instead of how your business addresses the concerns and needs of the buyer. It should be clear from the outset what specific niche markets your products/services are specifically designed for.
Identify the different reasons your target market engages your services or purchases your products. We call these different reasons “Buyer Persona’s”. Generate specific content on your web site for each buyer persona
4. Poor design and functionality
Website optimisation rule No.4 relates to design and functionality. Your web site 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.
5. 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. This particular website optimisation rule helps increase conversion rates.
6. No call to action
I am always surprised at how many web sites have very little or no 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. Website optimisation rule No.6 is non-negotiable.
7. Not collecting email addresses.
Every visitor who leaves your site without sharing their contact information is an opportunity lost. Provide visitors an incentive to sign up by offering a free e-newsletter, special report or FREE gift. You need to build a list of prospective customers that you can nurture. Website optimisation rule No.7 is one of the most important.
8. Not optimising your web site for search engines
There is no point having a web site if it can’t be found on the internet. In order for your web site to be found on Google you need to invest in search engine optimisation (SEO). Website optimisation rule No.8 should be a no-brainer.
9. Not regularly updating your web site
Google rewards web sites that regularly update their content. Keep your content fresh to sustain the interest of site visitors. Keep them coming back.
10. Not tracking web site performance
There a free tools such as Google Analytics and Google Website Optimizer that help track and improve the performance of your web site. Through the use of these tools you can test variations of your web pages to determine what techniques increase conversion.