In today’s online world, an effective business website is essential. Make a bad impression with a poorly designed and optimised site, and you could lose potential customers before they’ve even browsed your products or services. Here are some of the common mistakes that businesses make and which you should avoid.
A poor design can be a real turn off, particularly when your website is too busy or flashy. When visitors land on your website, they likely already know what they want to achieve when they get there. If your site is too complicated and it takes longer than three seconds for them to work out what to do next, they may immediately hit the dreaded back button and leave your site. You should not just be trying to get people to your site, but ensuring that you direct them to the right place when they are there.
Additionally, flashy websites don’t perform well on mobile devices, and with mobile now accounting for more than half of all e-commerce in the UK, this is a factor that you cannot afford to ignore.
No clear call to action
Related to the above, a website without a clear call to action will often result in a high bounce rate as visitors will not know what to do, or where to go, to take the action that they want to achieve. You need to tell your website visitors what their next step should be, and how they should take it.
Do you want them to browse your products, get in touch with you, or subscribe to your e-newsletter? Then tell them, and direct them to where they can do it!
Out of date content
If you rarely update your website then customers will be unsure whether you’re still in business and you will immediately lost their trust. Make sure you keep your site updated with the latest information about your products and services and if there’s a news section on your website, make sure to keep it updated with recent news.
A blog is a must-have for every business these days, but only if you keep it regularly updated with fresh, interesting content. An outdated blog section with an article last published a year ago does not make a good impression on visitors, and again does not inspire trust.
No social media links
Everyone is using social media these days and so if you do not make it easy for website visitors to share your content, or you do not maintain a social presence on Facebook, Instagram, Twitter and other popular platforms, then you’re going to be left behind.
To allow people to easily share your product pages or blog articles, ensure that your website incorporates social buttons – which can be prominently displayed at the top of your content to encourage shares. Set up social media accounts and make regular posts to them – ensuring that you do not appear overly promotional, by not only posting product-related updates but also relevant industry news, as well as questions and competitions to encourage engagement and interaction.
No web analytics
Without website analytics in place, you will have no idea of how many people are visiting your site, how they are discovering it, or what actions they are taking when they’re on the site. All of this data is valuable as it can inform future website development and business marketing decisions – and so you should make sure you set up software like Google Analytics.
Similarly, setting up a Google Search Console account will provide you with valuable insights into how your website is performing in the search engine results pages – the number of times your website’s pages are being seen in the results, the click through rates, and which search phrases are leading visitors to your site. This free tool can also held you identify any error pages that might exist on your website, and help you fix them.
If you need help creating a bespoke eCommerce website for your business, contact WTS Technologies in Leeds today.