Five Mistakes Business Websites Make

  1. Putting the history of the company, a mission statement or something other than a succinct description of what it is you do on the home page. Few people really care about the history or mission of your company, and if they do care they will go to your About Us page to learn about. 80% of all search engine traffic is in research mode. People are looking for something that will solve a problem they have. So, people need to know exactly what it is you do. They may not care how you do it, and if they do they will click through to an inside page to learn more about that. When they first land on your home page, they just want to know if you solve their problem or not. Once they are satisfied that you do, they will click around inside your site to learn more about you and see if the way you solve their problem is compatible with the what they need.

  2. Using hype and promotional language when facts are what the visitor needs. Instead of claiming to be the best at something, focus instead on letting testimonials do that for you. Your job is simply to, once again, describe the problem that you solve, and describe it as quickly as possible. Hype and fluff have no place in your sentences. It will only bloat your writing and cause the visitor to lose interest.

  3. Failing to put a call to action on the home page and elsewhere. The goal of your website should be to achieve conversion. Conversion is the act of transforming a visitor into a customer. That’s the simple definition. If you want conversions then you need to ask your visitors to do something like call you, fill out a web form, send you an e-mail to inquire about something, make a purchase, and other actions. The idea is that anytime you can get a visitor to perform the action you desire, you have achieved conversion.

  4. Having a website just to have a website and letting it grow stale. You have built an online brochure in this case. You are not updating it with interesting content that would compel people to return to your site.

  5. Viewing your website as an expense and not as an asset because you have no clear idea of how the website will earn its keep. No “return on investment” strategy to know if it was worth it to build the website in the first place. All website must do work for their company or they are an expense, not an asset. Your website should be doing work for you. There are a lot of ways to define this, such as lead generation, online sales, reducing support costs, reducing how long it takes for an offline sale to happen, streamline event sign-up, and much more.

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