Any business professional worth their two cents knows that their website is one of the most vital parts of their business model. Sure, social media has moved up the ranks in recent years, but it is still pretty much all about the website regarding digital marketing. Why? Well, because more often than not, it is the first thing your potential clients see that represents your business. Social media tends to be what people interact with after they have already made some degree of contact with your brand – but the website is usually the first port of call. That is why it needs to tick all the right boxes to draw those customers in (you only get one chance to do so, after all). But what a lot of small business owners don’t realise is that their company websites could actually be doing their livelihood more harm than good. Here are some of the top ways in which your website could be letting your business down and what you need to do about it.
The basic notion of a website is that it needs to be functional. The general public has a limited attention span, and if something doesn’t work after a couple of times of trying, they will probably move on to a different site – a competitor, in your case. This can be potentially catastrophic for your business, but it is something you can easily rectify. Go through your website with a fine tooth comb and check that all your links are working as they should. You shouldn’t even need a tech professional to help you do this, not if you use the best web site builder to help you create your dream site. Make sure all links open the pages they say they will and decide whether you want them to open in a new window, or re-route the page entirely.
Too much text
You may want to shout about all the great services your business can provide from the rooftops – but hold your horses first. Giant bulks of text are a huge turn off for potential customers. Most clients want just to be able to scan your website and still get a good idea of what you can provide, so avoid lengthy paragraphs and pages just full of text. Hire a copywriter who will be able to help you craft web-friendly copy that is concise and more attractive to your target market.
A confusing design
Just as too much text can be off-putting on a website, so can a convoluted and confusing design. If your website looks like it hasn’t been updated since the late 90s, there is clearly something wrong! Mark down your core business values and the kind of image you want to portray to the general public and try and find a website template that matches this criterion. For example, if you are a bespoke tailoring company, you may want to opt for something chic and classic, with muted grey and silver tones. If you run a funky design company, you might want to choose something a little more colorful and more upbeat. Think about what your business represents and try to get this message across in the design of your website.