Twenty-four hours a day, seven days a week, and 365 days a year, your Web site is presenting your companys image and message to prospective clients all over the world. With this phenomenal reach, you want to make sure your best image and best message is coming across. Perhaps your Web site is not generating the interest youd like it to and youd like to find out why. Maybe youre just getting started in your new business and know you need a Web site, but dont know where to start. Possibly your Web site is doing great, and youd simply like to take it to the next level. Whether creating a new site or updating your existing site, here are some common pitfalls to avoid. 1. UNPROFESSIONAL WRITING. Its easy to get so wrapped up in the Web design portion of a Web site and forget about the words that go on the pages. Maybe the Web designer does the design but not the writing. You might even find yourself writing the content at the last minute. Good writing is far more important than bling, and great copy from a professional copywriter will get your phone ringing. 2. LOOKING LIKE ALL THE OTHER SITES OUT THERE. Your business has something unique and different to offer its customers. Is that evident on your Web site? If not, you could be attracting the wrong type of customers, or worse, none at all. When you hire a Webmaster, youll want to make sure that s/he will design your site for you and your customers and not for himself/herself. Your Web site will shine when it emulates your companys personality. 3. NOT MAXIMIZING THE EIGHT SECONDS YOU HAVE. Web visitors your potential prospects will give you only eight seconds to wow them. Do you have your best stuff at the top of your home page? I mean the really good stuff, not just the stuff your mom is proud of! Youll want to capture the attention of potential customers using the item that brings out the best in you. It might be a great tag line, a killer testimonial, a big award, a blue chip client list, or the like. 4. NO CREDIBILITY. Can Web visitors check out your reputation on the Web? Youll want to make sure your Web site comes as close as possible to feeling like a warm, personal visit with you. Do this by posting content that is designed to build your credibility. As an example, this can include content that shows you have a track record of success: testimonials, case studies of current clients, and a client list. If you have been mentioned in the press, include a press page on your Web site that lists the newspapers, magazines, radio talk shows, and other places where youve been mentioned. 5. NO WAY TO CAPTURE INTERESTED LEADS. People warm up slowly. Your Web visitors might be interested in you but are not quite ready to call you or buy anything yet. Youll want a way to keep track of these warm leads who will be ready to buy a few months down the road when theyve gotten to know you better. There are several ways to gather leads from your Web site, depending on what youre willing to offer them. One method that is completely ineffective for capturing leads is to ask for information on your contact page. Just dont do it! 6. NOT MARKETING YOUR SITE. If youve spent all your money doing everything right, but you dont market your site, you may not get any visitors. Youll need to spend at least a little time marketing your site through offline and online methods. For example, add your Web-site name to the bottom of every email that you send. You can do this automatically by modifying the signature file in your email software. You may also want to delve into the more advanced fields of search engine marketing and optimization. 7. UNDER CONSTRUCTION. Many peoples pet peeves is to click on a page and see an Under Construction message. Its inconsiderate of peoples time to lead them down a dead-end alley, plus your Web site screams the message, This person cant finish what they start. Im sure thats not the message you wish to send. 8. TOO MUCH BLING. In the name of being cute, many Web sites display obnoxious moving parts, flashing signs, or vacuous videos. Did you know most people hate that stuff? Bling doesnt impress clients, except in three cases: kids sites, sites that sell luxury items, and entertainment sites. If you have one of those sites, then you need bling. Limited bling is OK, timeless style is better, and meaningful, benefits-filled content is best. 9. NONWORKING LINKS, TYPOS, OR OTHER MISTAKES. A site filled with errors tells me that its owner probably makes a lot of mistakes when delivering services. Even if the message is compelling, the red flag is there for people to see. Peoples intuition will tell them not to do business with you. A quick and thorough testing of the site will avoid this pitfall. 10. NO GOALS. A lot of people come to me saying, I want a Web site. I ask them, What do you want it to do? And they dont really know. Its important to think about what you want your Web site to accomplish because that goal should be integral to the design of the site. The best sites lead their visitors to a certain outcome that is beneficial for both themselves and their customers. When you can overcome these ten common problems, your Web site can start to become a powerful and effective marketing tool for your business. |
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