Common Website Mistakes: Part 1
EST READ TIME: 3 MIN
We’ve audited many websites over the years. During that time, we’ve seen many companies make the same mistakes. Today we'll look at: not having a mobile-friendly website and not keeping your site up to date.
Not Having a Mobile Friendly Website
With more than 51% of website traffic coming from mobile devices, it’s imperative your site be easy to read and navigate regardless of the device it’s viewed on (computer, laptop, tablet or cell phone).
If your website isn’t mobile friendly, your company can appear outdated and, worse yet, drive today’s mobile audience to your competition.
BOTTOM LINE: If people have a hard time reading and navigating your website, they may be less likely to do business with you.
Having an Outdated Website
Many business owners don’t appreciate the importance of keeping their website content fresh and up to date. Many of today's potential customers look at a vendor's website before calling or emailing about their project or need.
So, be certain to list all of your offerings and capabilities. And, if you add products or services to your business after your website goes live, be sure your website is updated accordingly.
BOTTOM LINE: Has a customer ever said to you, “I wish I had known you do that.” If a visitor or existing customer does not know that you sell a product or perform a service, they will contact someone else.
Having Walls of Text
Unlike books where people are used to reading line by line, website visitors often skim content. That’s why it is so important to serve up content in easy to digest chunks. Break up your content with headers, sub-headers, bullet lists, graphics or charts.
According to Forbes, 61% of website users expect to find what they’re looking for within 5 seconds.
BOTTOM LINE: You can lose customers if desired information can't be found quickly.
Not Having a Contact Form
Contact forms allow customers to reach out to you at their convenience--even when you're closed. Also, contact forms allow you to pre-qualify potential customers by requiring specific form fields be answered. This required information allows you to prepare before responding to an inquiry.
However, long contact forms with many required fields may scare off some people so, it’s important to keep contact forms succinct yet inclusive enough to capture the information you need.
BOTTOM LINE: Properly designed website contact forms can kickstart the sales process.
Not Displaying Credentials
Believe it or not, many websites don’t boast enough. Rather than demonstrating why a company is qualified to be considered as vendor of choice, the website ends up being a laundry list of services and product features.
While you should never boast of something you don’t do, you should always include any applicable industry-specific credentials or associations.
BOTTOM LINE: Being credentialed in an area that your competitors are not may be the difference between being awarded business or not.