My top 10 list of common website mistakes

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Whether it is your website, Facebook page or other social media that you are using to communicate with your audience there are basics that need to check and things you need to do to ensure these platforms help you to win business.

 I have worked in the building products / construction sectors and it is amazing how many companies make errors, and not just the smaller companies but large multi-national groups as well.

 Here is my top 10 of the most common issues:

1.  Spelling and grammatical errors.
2. No contact phone number, email, etc.
3. Assuming that everyone knows who you are, what you do and what you sell.
4. Assuming that everyone understands what it is you do or what how to use your products. 
5. Fail to update information and continue to market your site
6. Your message does not target the right audience.
7. Not pointing out the reasons/benefits of the product/service and the value that you can deliver for your customers.
8. Selecting the right format for your targeted audience.
9. Pages that don’t work or empty sections
10. No call to action

Your site need to be professional so always get it checked by more than one person so you get feedback and can make adjustments before you go “live”. Spelling errors, misuse of capitals and the apostrophe rules, American spelling instead of UK (always use UK spellchecker) is just unforgivable and easily avoidable.

 Do remember why the website is there and make sure all your contact information is easily available so that clients or potential customers can get in touch. 

Points 3 and 4 are more common than you think. Many companies make assumption that the people reading their sites know more than they do. If you are not clear on what you do and who you are on your homepage this can also affect your SEO listings. There are lots of companies out there after new business so make it clear what it is you can achieve for your customers and identify specific benefits for the clients you wish to attract. Case studies and accreditations give confidence to buyers, demonstrates your knowledge and experience, showing what you do and that you are well established.

Do not get your website or Facebook page up and running and then think “job done”. It is the beginning not the end as you need to keep it updated constantly and you need to keep engaging with your audience. There is nothing more annoying that reading old information, such as the exhibition you are going to be at in 2016 or seeing an offer that has expired.  Just as in point 9 when you click on a section and it is empty, “under construction” or “error 404” not found, etc., it is much better to add material as you develop as a business that set it all out with gaps all over the place. If you do not have a case study portfolio or accreditations such as CHAS, etc. then do not put a section on the website. Like wise if you do have these confidence boosters then don’t leave them out.

Point 6 and 7 is when companies fail to get their message across. Most sites are aiming for new business so it seems obvious that you need a clear message on your homepage telling people what you do or sell, how you do it, where they can buy your stuff or how they can engage your services. Simple! So unless you are an internationally well know brand such as Virgin or Coca Cola start by telling your audience what you would like them to know about you and what you can offer. Point out how you can add value and what differentiates you from your competitors, how you can meet the needs of your customers, provide solutions to their problems and give them the opportunity to contact you so you can demonstrate how good you are to solving their specific issues.

You need to research your targeted audience in order to get the right format for you website. Many people now view websites and social media from their phones so it is necessary to ensure your site is mobile device friendly. You could also create an App for your site making access to your information easier.

Finally, find ways to engage with your viewing audience. Tell them what you would like them to do such as subscribe to a newsletter, how to get new product updates, click through to get a quote, how to order, etc. Once you have grabbed their attention don’t let them get away. You need tactics to keep their interest and maintain your name in their memory and have a marketing strategy that keeps them hooked and has them coming back for more.