Updated: Nov 11, 2020
It's easy for business owners to get caught up in all the bells and whistles available for their website. The customization options are endless and a little overwhelming. Before you get too enamored with the possibilities, consider who your website is actually for—your customers. Below are some common website mistakes that can get in the way of you making a sale.
1. No benefit copy in the header.
You've heard the cliche, "a picture's worth a thousand words." When it comes to your header, nothing could be further from the truth. The top of your website is prime real estate. It's the first thing your visitors see, so it needs to sell them on your product or service.
You can't expect people to interpret how something will help them based on an image alone. A picture of a smiling woman enjoying your product won't cut it. Customers need specifics, and you have to spell them all out in words. You may love that image carousel with no text, but it's not doing anything for your bottom line.
2. They don't explain the next steps.
Have you ever submitted an online form and wondered what was going to happen next? It's not a great feeling, and it certainly doesn't inspire much confidence. Many service-based businesses make this mistake. It's important to give leads an idea of who will be contacting them, how they will reach out, and restate the goal of the conversation.
Say you're a pest control company, and you have a form customers can fill out to get a free quote. Do you intend to call your leads directly, or will you email them their quote? What information will you provide when you contact them?
In any case, you need to tell them what's going to happen. If they're not expecting your call, they may not pick up. If you don't tell them they're getting an email, and it ends up in their spam box, they might think you blew them off. Failing to explain what's going to happen in the call can lead to questions you're not prepared to answer at that stage. Telling leads what to expect will make it easier for you to control the conversation.
3. They leave too much to the imagination.
Again, this all goes back to spelling out the benefit to the consumer. If people don't understand how something solves their problem and how to take advantage of it, they won't take action.
Vague statements like "family-owned" or "state-of-the-art equipment" make readers say, "So what?" Don't let anyone read a part of your website and say, "I don't know what that means for me."
Tell them exactly what it means for them.
4. The CTA button isn't "above the fold."
"Above the fold" is a marketing term meaning printed on the top half of the page. Newspaper editors put their big headlines here because it's the part you're guaranteed to see.
In digital marketing terms, it refers to the top portion of your webpage. In other words, the part people can see without scrolling down.
You need to make it as easy as possible for customers to take the desired action. Put your call-to-action buttons in the header at the top of your site. Don't make it hard for people to give you their money!
5. Their About page is ALL about them.
The "About" page is a little bit of a misnomer. It's not actually about you; it's about what you do for your clients, and why you're the best person/business to do it. It shouldn't be a biography or a timeline of your company history.
All of that can come into play, but only so much as it demonstrates your unique ability to satisfy your customers. People don't want to read facts about you. They want to understand why you're in the best position to meet their needs.
Make the Most of Your Website
Always view your website with a critical eye. After all, it's an asset that should be generating revenue. You may love the way it looks, but if you have a low visitor to conversion ratio, it's time to rethink it. Prioritize the customer experience over everything, and you'll be on the path to generating more sales and more qualified leads.
Need to revamp your website copy? Get a free quote.