“Websites promote you around the clock: No employee will do that.” – Paul Cookson
A corporate website is at the center of all digital marketing efforts. This is where companies build or destroy a good reputation.
If you plan well, you can save yourself a lot of the embarrassment of a bad user experience. The bottom line: you can turn your website into a lead generating cash cow.
Are you ready to dig deeper and understand what could be holding potential customers back from moving on? Here are some common problems and how to avoid them:
Most website visitors are there for a purpose. They are either looking for an answer to their question, they know something about a product, or they are making a purchase. If they have trouble finding things, go. This is not a favorable situation for a company, is it?
It is important to plan the flow of a website well in advance of including it in the design. With user needs in mind, it is important to rank web pages in descending order of importance.
The following image shows the ideal structure of a small business website:
It’s easier to find relevant information in a hierarchical structure that takes users from one page to the next.
Not optimized for mobile devices
A study by Statista shows that more than half of the world’s website traffic comes from mobile devices.
“51% of customers say they use mobile devices to discover new brands and products.” (Source)
If a website is not mobile-friendly, it is sure to lose some of its valuable traffic and customers to competitors.
Website speed is an integral part of the overall user experience. Better not to have a website than a lethargic one that convinces users never to come back.
“79% of web shoppers who experience website performance issues say they won’t return to the site to buy again.” (Source)
Google recently announced the “Speed Update”, which makes loading speed a ranking factor in mobile search. The ideal page load speed is 3 seconds or faster.
Here are some basic tips to optimize your website speed:
1.Use the updated page speed report: Google recommends webmasters use the Lighthouse tool to review and fix loading speed issues.
2. Image optimization: Heavy images are a common cause of slower loading times. You can use an online image optimizer to compress your images to 200 KB.
3. Web hosting: A subpar web host is a big reason why the website is performing poorly. While visiting a site, a user accesses files from a remote server. The files load as fast as the server speed, which depends on the quality of the website hosting service.
Page speed is a ranking factor, an experience component, and a critical aspect of overall website performance.
Not a call to action
A location without a call to action is a street with no traffic signs. CTA buttons are strategically placed to direct users to specific landing pages where they can take the action they want, like filling out a contact form.
It’s virtually impossible for a corporate website to generate leads or sales without the appropriate CTA buttons.
These buttons follow the copy on the website. Take a look at this example:
CTAs complete the website’s communication messages and play a huge role in converting visitors into leads.
Ever seen a website that says “404 error” or “This page does not exist”. A 404 page is the most common mistake on the website.
It’s not a pleasant thing for the user or the company. Side problems are quite common, but it’s good if you can fix them quickly. Regular website audits can help identify such inconsistencies.
A good way to fix error pages is to redirect them to the appropriate pages on the site. Another alternative is to customize the content of these pages to get in touch with users.
For example, the fast food chain Wendy’s offered playable games from “Burgertime” on its 404 pages.
Here is another example of a creative 404 page from Daniel Karcher Film Design Studios.
The web is a cacophony of information while users have low attention spans. It is not a good idea to publish an entire thesis about your business on your website.
What you need is a clean, presentable design with generous amounts of white space.
Spreadshirt, a marketplace for customer-specific design and clothing, increased its clicks by 606% and sales by 11% with the following effort:
Inconsistent design confuses the audience and makes them lose interest. For example, imagine a site that has different fonts on each page.
How about something with wrongly placed menu items, logo and colors? It’s all pretty absurd, isn’t it? Here is a typical example:
Roxy Glass Company
The right design shows synergy on all pages of a website. It speaks with one voice, providing visual comfort and resonance for users. Bad layout is a definite deal breaker for your website and brand.
Does not link to social sites
Another crazy mistake is not to integrate your website with your social pages. With the help of social media buttons, visitors can easily access company pages on channels like Facebook, Twitter, LinkedIn, Instagram and YouTube, etc.
One aspect of social inclusion is sharing buttons. These icons are located below the blog content and allow users to share content on their social profiles. The function simplifies the sharing of content and increases the reach.
Many product companies allow users to log in with their social profiles. This makes the registration process easier and more user-friendly.
Linking social media platforms is an important strategy for gaining more followers, building trust and running integrated campaigns.
Missing contact details
There are a variety of questions website visitors have: product inquiries, troubleshooting and feedback, etc. If they don’t have a contact number or email address, they have no choice but to look for alternatives.
No lead magnets
A website is a treasure trove of qualified business leaders. But if you don’t dig deeper, you won’t get anything.
Most website visitors are careful when giving their contact details. A giveaway is a great way to build a relationship and earn contact.
The best way is to sow lead magnets: e-books, white papers, reports, video courses, templates, guides and original research, etc.
Using the following Facebook ad template library, Digital Marketer generated 35,859 leads in just 60 days.
Over to you
Having a great website strategy is fundamental to business success. Better to plan your website and have all of these features in place than apologizing for poor results.
A dazzling experience not only promises higher search rankings, but also forms the foundation for your business to grow into a well-known brand.