Does your website generate regular enquiries, portray a professional image and build trust?
Is your website “clutter-free”, simple to navigate and user friendly?
When people search online in your area for products or services you sell, does your website appear at the top?
Is your website a profit generating tool?
To make the internet work for your business, don’t fall for the website myth of thinking that an attractive website is all you need to succeed online. In today’s competitive market-place, your website must work as hard as possible to generate new business. The internet contributed £100 billion to the UK economy (more than the construction, transport or utilities industries) recently – would you like a share of the pie?
Ask yourself “What is my website for?” Does your site instil confidence and credibility and attract enough visitors that turn into leads, sales or profit? If your website doesn’t contribute to making your business revenue, it might be time to re-think your strategy!
Avoid these top 5 common website pitfalls!
- Poor design and functionality: Good design and navigation are essential. Menus should appear in the same place on every page and links should all be the same colour and typeface. Your company logo and contact details should be clearly visible at all times. Flash animation may look amazing to you, but is it too complex for online users? Strike a balance between aesthetics, functionality, speed and usability.
- Broken links and error messages: Ensure there are no broken links or “404 file not found” error messages. For large sites, add a form so users can notify you of errors.
- No contact info: Users must be able to contact you with questions, complaints, and suggestions. A “Contact Us” page should be clickable from any part of your site and your phone number should be shown on every page.
- No (or limited) Search Engine Optimisation (SEO): Search engines, like Google, use intelligent software (called “spiders”) to find and index website pages, which are then displayed in results pages when a phrase is searched for. Focused, on-topic pages will help your website rank highly. The SEO process can be complex and time-consuming for small business owners. To avoid getting banned or penalised, use best-practice SEO techniques.
- Not hiring a professional: To build your online brand, generate leads, increase revenue and profit, ranking highly in search engines and converting visitors into action takers are absolute musts. Hiring a professional can help you avoid common costly pitfalls and help you stay ahead of the game.
What does it take to create a successful website?
Focus on improving these 3 priorities:
- Online Marketing: achieve local search engine domination through website SEO, directory listings, social media brand awareness, keyword analysis, one-way link building and Google Maps optimisation.
- Website Usability: implement conversion strategies and calls to action to enhance visitor engagement. Ensure your website is ‘sticky’ and passes the 8 second test!
- Website Design: Use clear navigation, clean coding, no fancy gimmicks and suitable aesthetics and imagery. Here's a super-useful guide that will help you understand how to make a simple website, if you want to have a go at it yourself - hope it helps!
Top 5 “Website Success“ takeaways:
- Build your website for your target customer – think about their likes and dislikes, age, social or professional nature and how they spend time online. Does your website answer their questions?
- Read your website page copy out loud – does it speak your customer’s language? Is content easy to understand? Remember - online visitors “scan” websites within seconds, they don’t read chapter and verse, so keep your page text to 250 – 300 words maximum.
- Keyword Gold-dust - Ranking highly in search engines for unpopular keywords will not drive high quantity traffic to your website. Research your online marketplace, find the best keywords and weave them into your page copy using copywriting techniques.
- What’s in it for me? View your website through the eyes of your customers. Ask them for honest feedback or run a survey. Promote customer loyalty through email newsletters and special offers. Get your visitors to return regularly!
- Track and monitor website visitor behaviour – then adjust your page copy and ‘call to actions’ accordingly. Focus on ‘who’, ‘what’, ‘where’, ‘when’ and ‘why’.
Dimmock Web Marketing, based in Hitchin, provide Internet Marketing and SEO Services to small and medium businesses. Contact Tony Dimmock on 0844 5610626 or email: