#11 of 27 Awesome Growth Hacks
Step By Step Cheat Sheets That’ll Increase Your Businesses Bottom Line.
The 12 Most Common Business Website Mistakes
The bottom line is that if you want to achieve the potential that your business has then you simply have to be online in the 21st Century and that means, as a bare minimum, having a great website that delivers great results.
Okay, let’s have a look at 12 of the most common mistakes and how you can fix them.
Mistake 1: No Strategy To Drive Website Traffic
Just because you’ve got a website, does not mean that people will come to it, no matter how well designed or how beautiful it is.
Your website marketing plan should include, but not be limited to:
- Search Engine Optimisation - This changes all the time but keep an eye on www.searchenginejournal.com for the latest updates
- Pay per Click - Once Google adwords ruled but now also look at Linkedin, Facebook, Twitter and Retargeting to name a few.
- Social Media Marketing - Not messing about on Social Media but a proper strategic approach including keyword targeted posts linking back to your webpages.
- Email Marketing - Because people read the email online it’s easy, natural and normal for them to click on links in the email and go to your website. The email that led you hear is a prime example.
- Offline Marketing - Marketing your website offline should go without saying. Your web address should be included on every single thing you do.
Mistake 2: No Strategy To Capture Visitors Details
This can make such a huge difference to your business because once you have people’s contact details you can get in touch with them again, and again completely free of charge.
1. Make sure there’s an opt-in box on every page of your site.
2. Offer something of value in exchange for their name and email address.
3. Withhold access to full demos or samples of your product or to more detailed information.
Mistake 3: No Use Of Compelling Headlines
Each and every page of your website should start with a headline.
The sole purpose of your headline should be to make your visitor want to continue reading the text below it.
You may want to use a sub-head to support your main headline.
Other places that you should use headlines on your website are:-
- Your testimonial pages
- Your guarantees
- Underneath every photo or graphic
If you struggle with writing headlines then download this amazing ebook by Jon Morrow - http://boostblogtraffic.com/headline-hacks/
Mistake 4: Completely Dull & Boring Content
Here’s some suggestions to ensure that your website keeps your visitors interested:
1. Include Stories of Real People
We all love to look inside the lives of real people, that’s why the cult of celebrity is so strong.
2. Case Studies
Case Studies answer their “What’s in it for me?” question. [When you write your case studies I suggest you use the ‘Problem – Solution – Results’ format. In other words, present the problem, reveal the solution and report the results. This works really well].
3. Use Surveys, Charts, Graphs & Evidence
People like to see the proof. Using charts and graphs to display the results adds to this effect and can make your website really attractive and engaging. It also boosts your credibility.
4. Use Photos
“A picture is worth a thousand words” and by using photos you can convey a lot of information very quickly.
Video can be great to show your premises, meet your team and to capture testimonials from your customers.
6. Use Short Words & Paragraphs
People scan web sites so make your copy easy to read and use short paragraphs.
Mistake 5: Not Defining Your Most Wanted Response
What do you want people to do when they come to your website? Is it:
- Buy Something
- Ring You Up
- Give You Their Contact Information
You’ve got to make your website work for you, so get focused on which of those Most Wanted Responses you desire and then make sure every single page on your site drives towards it.
Mistake 6: Use Of Annoying Graphics
Resist the temptation to use flashing and animated graphics - that is all.
Mistake 7: Using Specs To Describe Your Products
You can’t be boring and expect people to pay attention to you.
Now, I’m not saying that you shouldn’t put data and spec on your website, just that they should be accessible from a page that includes a benefit laden, USP driven sales copy.
Here are some additional tips for livening up your web copy:
- Show an action photo of a customer enjoying your product or service.
- Use benefit oriented captions.
- Display testimonials of people who have used whatever it is that you are selling.
- Use video.
Mistake 8: Nothing To Counter Visitor Scepticism
Here are a few things that will increase your credibility with people visiting your site:
1. Provide Full Contact Information
At the bottom of each page of your website you should display your full postal address and your phone number.
2. Include an “About Us” Page
Having a good “About Us” page with lots of open information tells your visitors that you have no problems revealing yourself and that you have nothing to hide.
3. Include a Photo of Your Shop/Premises
Just knowing that you do business in an office breeds credibility.
4. Include Testimonials of Industry Experts
Displaying an endorsement from a known expert can give you an immense advantage in winning people’s trust.
5. Provide a Solid Guarantee
Providing a strong guarantee tells your visitors that you stand behind your product and that there’s little risk in purchasing from you.
6. Provide a Picture of You & Your Staff
People don’t buy from businesses, they buy from people.
7. Provide Plenty of Case Studies with Successful Results
Social proof is vital in today’s marketplace.
Mistake 9: It's All About You, You, You
The moment you start to understand that people don’t care about you and what they really care about is how you can help them, then your sales will start to increase.
Now, you might find that hard to hear but it is true and, fundamentally, if you want to get all profound, it’s why capitalism works!
There are several tactics that you can implement to help you out here:
1. Set out what your visitor’s problem is and then agitate it.
People strangely feel better when others suffer anguish from the same problems that they do.
2. Having confirmed their feelings of anguish, rub it in by making them feel worse
People usually won’t do anything about a problem unless they feel a lot of pain.
3. Address each potential objection in your copy and an “FAQ” area
List any and all objections on a sheet of paper and address the most popular objections on your website.
4. Do the “I / We” test
Print off your website copy and circle every time you use the words “I” or “We”. Then do the same for “You” or “Your”. You should have at least three times as many “You” and “Yours” as you do “I” and “We”.
5. Show testimonials and case studies of people that have achieved great results
I’ve mentioned this before so I’m sure you can tell it is really important.
Mistake 10: Links, Banners & Ads Distracting Visitors
These can all distract a visitor and impede them from acting on your Most Wanted Response (see Mistake 5).
Are they really worth it?
Mistake 11: No Use Of Analytics
In short, you can’t operate in the online world successfully without Analytics.
It would be like trying to run your business without knowing which customer sources are the most profitable, what the average sale for each customer is, their conversion rate from quote to sale and more.
Mistake 12: Knowing Where Your Traffic Comes From
Using tracking URLs to know where your traffic and sales come from is essential.
Very few website owners use them and it will give you an easy way to see what is working and what isn’t so you can focus your marketing spend and energy in the right places.
They are free and simple to create.
Here is a link to a Google article on how to create them - https://support.google.com/analytics/answer/1033867?hl=en-GB