5 mistakes to avoid when launching a website
Websites matter. It’s a simple statement (and as website developers and designers, we know that we’re biassed) but it’s one that bears repeating. Without a thoughtfully and strategically designed website, you could be missing out on endless opportunities, a serious boost in your income and dreamy enquiries.?
In fact, 75% of consumers admitted to making judgements on a company’s credibility based on their website design and 30% won’t even consider a business without a website. In addition, 63% of consumers primarily use a company’s website to find and engage with businesses and businesses with websites experience an average of 39% more revenue per year than those without websites.
Oof. That’s a lot of numbers. But, the overarching theme that is completely and utterly irrefutable? If you want your business to not only succeed but thrive, you need a well-oiled machine bringing your website to life.
However, despite the startling statistics, there are plenty of misconceptions about websites floating around. Perhaps you think you don’t need a website because you’ve already got enough customers or clients? Or that your social media is enough of a platform? Perhaps you won’t get an ROI on your investment? Or maybe you could just go ahead and DIY it in a day?
Places cup of tea back down and gives reader a long, hard stare
We will shout this mantra loud and proud until every single person we come into contact with hears its message: all businesses – whatever their size – can become more profitable and prominent with a carefully designed website.
Emphasis on the word ‘carefully’ – because believe us when we say there are many ways to get it wrong. And that’s why we wanted to write this blog; an outline of the top 5 mistakes that we see small business owners making when they launch their website.
Get comfy and prepare yourself for some hefty note making. This is a goodun’.
Mistake #1: Neglecting proper planning
We know what it’s like – you get a new idea and you want to throw yourself in gung-ho. Surely something is better than nothing, right?
Yes… But also, no.?
There is a lot that goes into building a website that’s going to work for you. The first part of this is actually figuring out what you want your website to achieve for your business. What are your goals and objectives? What’s the purpose of your new ‘site? Spend some time looking at your business strategy and how your website can enhance that.?
With these goals in hand, you can then outline:
Yep. We told you there was a lot to consider. However, putting the time in at the start will pay you dividends by the end. Don’t skimp out on this stage.
Mistake #2: Choosing the wrong platform
These days, there are so many options for website platforms. From one-page Canva sites to fully custom-built from scratch, it’s really important that you find the platform that’s right for you.
There are several things that you’ll want to explore – for example, how technically savvy are you? Some platforms are easier to use than others. Do you want something on the more basic end of the scale, or do you have the know-how that has the capability for more customisation and exciting features? Do you want to be able to install plugins? To sell products? To offer a membership option? Never assume that a platform can do what you want it to – check before signing on the dotted line.
Also ask yourself: how much do I need my website to scale in the future? What’s right for you now may not be fit for purpose once your business has grown. This could quickly lead to wasted money as you reinvest in a new website far sooner than you were expecting.
WordPress is our platform of choice as, in our opinion, it ticks all of the boxes. It’s easy to use, flexible and adaptable, scalable, safe, great for SEO and cost-effective. But, it’s one of many. Many platforms also allow you to ‘try before you buy’ which can be a brilliant way to see whether or not you get on with its functionality.
Mistake #3: Poor design and user experience
Uh-oh – this is a common one. Poor design and user experience could be your website’s biggest pitfall.
Picture this: you’re strolling down the digital boulevard, desperately seeking out a product or service that you are so ready to part with your cash for. Maybe you’ve been given a recommendation. Maybe Google has chucked something your way. But, you open up the website and BOOM – you can pretty much hear the AOL dial up tone laying the soundtrack for a website straight out of the 90s. Mismatched fonts, fuzzy graphics and blurry photos. Navigation that makes no sense whatsoever, slooooooow loading speeds and zero ways to actually connect with the brand. It leaves a funny taste in your mouth and you hit that tiny little ‘x’ on the tab quicker than you can say “tamagotchi”.
Okay, maybe we’re laying the drama on a tad thick, but you get the idea. Your website is more than a tick box activity. It’s your storefront. The shop assistant in your local who always makes you feel welcome. The friendly smile that says “you are welcome here, I hope you come back again real soon”. You can use it to build trust, awareness and recollection, ultimately leading to those all important CONVERSIONS.
That’s why, in today’s digitally abundant world, your website needs to stand out for all of the right reasons. Your design and user experience, therefore, needs to be as eye-catching as a gown at the Met Gala (although maybe not quite as bizarre).
领英推荐
Mistake #4: Overlooking SEO
We promised you we’d come back to this one – the three letters that will make or break your website. It is, of course, SEO!
SEO – search engine optimisation – is the ‘thing’ that’s going to get your website out of a dark, dank corner of the internet and into the attention of the masses. It can be broken down into traditional SEO and holistic SEO. Traditional SEO focuses on creating a page structure where target words can slot in accordingly. It then moves onto link building and continuous ranking and traffic research. Its aim is a short-term one: cross instructions off of a list and hope that you’ll hit the first page of Google.
It’s important but has limitations; which is why it’s crucial that you also implement a holistic SEO strategy so that you can connect with the human at the centre of it all. Yes, it may bring traffic to your site; but, if this doesn’t lead to conversions, then what’s the benefit?
Holistic SEO, therefore, looks at what the users are searching for and how. It is heavily built on content marketing and pays close attention to engaging the audience through relevant, evergreen and impactful content. It focuses more on long-tail keywords and link building techniques are used to pull the right people to your website (even if this means lower levels of traffic).
Naturally, this tends to increase the number of fellow websites and social media accounts linking into your site; after all, we only want to direct attention towards content that we actually respect and trust, right?
However, holistic SEO doesn’t ignore the technical aspects of SEO. If you want to rank well, then the same rules apply. So, don’t forget to:
By combining the necessary technical aspects with the human-centred mentality of holistic SEO, you’ll see your site flourish.
Mistake #5: Ignoring security measures
What’s the point in putting in ALL of that work if you’re only going to leave your website at high risk of attack??
The negative impact of a cyber breach is enormous; no matter the size of your business. Financially, it was found that between 2021 – 2022 losses to fraud and cybercrime in the UK totaled over ￡3 billion. In addition, there’s the loss of potential income from customers or clients who may avoid your offering entirely due to a lack of security on your website.?
The impact spreads wide. An unsafe site can:
Gulp It really is something that should be avoided at all costs! And, worryingly, it’s more common than you might think: it’s been said that there is an attack every 39 seconds (on average).
Luckily, there are many things you can do to keep your website protected by the toughest security guards ever. These include:
By implementing these measures, you can significantly reduce the risk of security breaches and keep your website safe, secure and stable.
AND THEN
Feel like a lot to manage? Hand it over to the experts
Developing, designing and launching a website is no joke – that’s why we’re here to help you with the process from beginning to end.
If you’re on the market for a new website, then drop us a line and we’ll tell you about our full range of services. And if we’re not the people for you, then there’s no harm! Let’s just connect, have a natter and see what happens.
Book a call here. We can’t wait to speak to you.
(PSST – Before you do, you might find this article useful: 9 things to know before you hire a web designer)