Simple website mistakes happen to even the most careful and experienced people. I’ve seen it over and over again.
From paragraphs filled with spelling errors, complicated words, and long sentences.
Worst of all is a website design that looks like it’s a throwback to the ‘90s.
Don’t add your website to the list.
Here are the 5 most common website mistakes which are costing you leads (and how to fix them)
1. Poorly Written Website Content
If you think any generic content is good enough for your website, you’re in for a rude awakening.
The most important thing for your business is original, unique, and creative content. That can be the difference between turning potential leads into loyal customers or driving them away to your competitor.
You can be the best company in the world, but if you have a poor copy, no one will know it. They won’t stick around long enough to find out!
Do any of the following sound familiar:
- Having a family member or friend with zero experience write your website copy
- Hiring a content mill to produce some cheap, quick and nasty “blog posts” that bore you to death
- Infrequently updating your blog with no strategy, without adding value to your readers.
Well, it’s time to change that.
Investing in quality original content will turn your readers into devoted fans of your brand. That will lead them to trust you, respect you, and want to work with you.
Great content also has considerable SEO benefits. Not only will it increase your Google rankings, but it will also establish your industry authority and knowledge.
2. Not Developing a Strong Brand Identity
Playing it safe instead of standing out won’t get you noticed. It may be more comfortable, but it also won’t bring you the results you are after.
Did you know that almost 99percent of Marketing companies make the mistake of sticking to the same old formula? Such as using buzzwords and technical talk. Doing so not only bores their audience to death, but it also confuses and alienates readers.
But, that isn’t going to strengthen your brand or attract loyal clients ready to do business with you. Instead of growing your revenue, that kind of branding will instead turn away potential clients.
So, what can you do to stand out?
Well, it starts with not being afraid to show your personality. Build a relationship with target customers. Be someone that they want to work with, rather than someone they settle for.
Customers want to see a personal side to you, not some faceless corporation.
3. Writing without a target audience in mind
Writing with yourself in mind instead of a target audience is a big mistake a lot of companies make.
Do you have marketing buzzwords, jargon and technical terms referenced throughout your website? Most likely.
A natural instinct is to write the same way you speak with colleagues day-to-day.
But hang on a minute, does your target audience use and understand those terms? You will find the answer to be a resounding No!
Using that type of language will probably lead to you:
- Confusing them – They won’t understand what you do, or how you do it, and will feel embarrassed to ask any questions.
- Annoying them – They want to know the benefits you can offer them, not to read big, technical, fancy words
- Boring them – They will be reaching for that back button and heading straight to your competitor.
Figuring out your target audience is key to your success.
Find out where your target audience hangs out online. Listen to how your readers talk, what questions they ask, and learn to speak their language. Then create content targeted toward them.
4.Not adding value to your readers
This is an extension of knowing who your audience is. Target clients don’t need to know how amazing your company and products are. They aren’t interested in every technical specification of all your services. They only care about one thing.
What’s in it for me?
To keep the customer engaged, focus on the benefits they will get from using your products. Also show them, how it will improve their life.
But, talking about how great your company is, will quickly make your audience lose interest.
Any company can say they are better than their competition. Don’t just tell potential clients the value that you offer, show them.
Explain the benefits of the services you provide. Doing so is what will make you stand out, and turn leads into paying customers.
5. You don’t have a human connection
Your customers are people. They want to connect with people, build relationships with people, and buy from people. They don’t want to deal with a faceless company or a logo.
Does your “About” page contain nothing more than the factual history of your company? Well if so, you’re making a huge mistake.
Don’t get me wrong, company history, accomplishments, and awards are good for building trust and confidence. But they are only a small piece of the puzzle.
Did you know that the “About” page is the most visited page of almost every website?
Surprising right? Not really.
People want to know who they are going to do business with. To see if they like them, relate to them, and trust them before they decide to become a customer.
Potential customers are standing by to like you, so give them a reason to like you.
Post pictures and short bios of team members, or even a photo of the lovable office pet. Doing so helps potential customers to find out more about the people they will soon be working with.
It also makes it more personal and takes away the feeling of dealing with a faceless corporation.
Your website should have unique, creative content which provides value to your readers. This allows them to trust you, and want to work with you. It also helps to position yourself as an industry authority.
Are you guilty of making any of these mistakes on your website?