Although this blog is about 8 common website mistakes to avoid, there are actually more than that. This blog outlines an additional eight website mistakes that, if not taken care of, will undoubtedly cause you to lose leads from your website.
Take a quick gander through this list to see if there are any fixes you need to apply to your small business website:
Website Mistake #1: Web Copy is Written for a General Audience
You might have heard me say this before, but just in case—
If you want your website to be your silent sales partner, it needs to be written for your target audience. Not a general audience. Not even your target market.
If you're uncertain of the difference between target audience and target market, look at it like this.
Your target market is broad and general, for example, women who need footwear.
Your target audience is your target market narrowed down, for example, female business executives who don’t want to sacrifice style for comfort and who will pay a higher price for great quality shoes.
When your website is written for your target audience, the messaging you use will be specifically geared to their needs, problems, concerns, hopes, and dreams. When you do that, you're increasing your chances of converting a visitor into a lead.
Write for your target audience!
Website Mistake #2: Header or Hero Section Doesn't Answer 3 Important Questions
This one has GOT TO BE the mistake I see most often.
As a service-based small business, with a few exceptions, the header or hero section (the first section you see at the top of a web page) should address three questions:
What are you offering?
How will it make your web visitor's life better?
What action do you want them to take?
For example, this is an example of a header that doesn't answer the three questions above, making it difficult for web visitors to understand what she's offering and how it's going to improve their lives. She does call them to action, but it's vague and doesn't tell the visitor what they're going to get out of it.
However, just by adding 9 words and a bright call to action (CTA) button, we're now answering the three questions and have narrowed down our target audience. See how easy it can be to increase your chances of getting more leads from your website visitors just by changing the words?
Website Mistake #3: No Email Lead Capture
Some will say that email lists are dead.
I disagree wholeheartedly.
You can get kicked off or locked out of social media at any time and lose all your followers.
But, if you've collected your website visitors' emails, you can continue to nurture and sell to them.
ALWAYS be working on building and nurturing your email list.
And it starts with your small business website.
Create a mini course, quiz, white paper, challenge, or whatever works best for your target audience. Then strategically place it throughout your website in exchange for your visitor's email. Places you can put it on your website:
Banner at the top of the website
Home page
About page
Contact page
Sidebar on your blog roll
Link to it in your blogs when appropriate
Pop up
Website Mistake #4: Trust Signals are Missing or Weak
By trust signals, I'm referring to testimonials, badges, client logos, statistics, reviews, SSL certificate, guarantees, etc. These signal to your web visitors that you're an expert, people have used and liked your services, and that their information is safe.
Using trust signals throughout your website make it easier for visitors to take the next step, such as buying, scheduling an appointment, or giving you their email address.
Website Mistake #5: Text is Difficult to Read
Think of your target audience's age.
How important is it for the text to be larger? Plain instead of fancy fonts? Distinction in colour between the text and the background?
Your text should always be very legible, which means easy-to-read fonts, distinct contrast between the font colour and background, and, if needed, larger font size if your target audience is likely dealing with age-related sight challenges.
Because if they can't read the words on your small business website, they're not going to stick around.
Website Mistake #6: Broken Links
Before and after publishing a blog or web page, always check your links.
You'll also want to check your links if you've renamed a URL.
Broken links look unprofessional so check them regularly.
Website Mistake #7: No Pictures of the Business Owner
As a small business, you are the face of the company. People want to see who they're considering doing business with. So show your face!
You don't have to have your face plastered everywhere on your site, but these three places are a good start:
Home page
About page
Contact page
The images should look professional. If possible, wear neutral and/or brand colours.
And smile!
Website Mistake #8: Videos on Website are Too Long
I recommend adding a video or two on your small business website, but keep it short and to the point for two reasons:
If you're hosting the video on your website, you don't want the video to slow down your site speed. The longer the video, the longer it will take to load your site. Hence, keep it short.
Unlike YouTube where people are much more likely to watch an entire video, they didn't come to your website to watch a video—they came to get a problem solved. So don't teach or entertain. Get to the point and keep it short.
Your Challenge
Make a list of any changes you need to make to your website and then block time off on your calendar to do it. Unlike bathing, once you've made those changes you're good to go for a while!
Psst... If you need help getting your website to convert web visitors into leads, let's find out how I can help you by booking time on my calendar.
ABOUT THE AUTHOR
As a published children's author, StoryBrand Certified Guide, copywriter and marketing strategist, Sandra Beatty helps service-based business owners convert web visitors into leads by implementing a website and marketing strategy, and getting clear on their messaging.
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