You don’t have to look too far in the business media to see that having a website is of vital importance these days. But the reality is that having a website and an online presence isn’t enough. Many businesses, particularly small ones, fail to understand this vital point, and often end up leaving profit on the table as a result. And in some cases, they could even lose money. To ensure that your business is profiting from the opportunities presented by the web, we’ve put together a list of some of the common mistakes you need to watch out for. Read on to find out more!
A good first impression
A bad website isn’t quite as bad as having no website at all. But let’s be honest – there isn’t much in it! Ultimately, the average user will make an impression of your site – and, therefore, your business – within 10-15 seconds. And if that perception is weak, they will go elsewhere. Make sure your site looks professional, loads quickly, and explains precisely what you do straight away, and works on devices of any size.
Online consumers are a lot more clued up on the dangers of fraud, hackers, and malware than they have ever been before. And given the browser companies will warn people when they are about to visit an insecure site these days, it’s vital that your security is up to scratch. SSL certificates are an absolute must, and you should also include details of any payment security certification you have, primarily if you are selling products.
No one can find you
As we mentioned above, it’s not enough to build a website and leave it – no one will come. It needs work – usually in the form of search engine optimisation – or the search engines like Google will not display your site when someone is looking for a business just like yours. Look for SEO companies in your area, or put aside the time to learn the ropes yourself – there are plenty of online courses out there that could prove invaluable. But never forget – if no one can find you, no one will visit you.
Talking amongst yourselves
One of the biggest mistakes you can make is incredibly common amongst small businesses. For some reason, many company owners want to focus on what they do, how long they have been in business, and the fantastic awards they have won. The trouble is, your average customer doesn’t care about you. They want to see what you can do for them, not read a list of your achievements. Make sure every word on your site is geared towards solving your ideal customer’s problems.
Ultimately, if you aren’t measuring your performance, how can you tell where you stand? Sure, a lack of sales is one clear sign that your website is not doing what it should., But you also need to use tools like Google Analytics to ensure you know what is working – and what isn’t. If you want to fix problems, your analytics console is the perfect place to start.