Four easy ways to build a useless website
You know your business needs a website. There’s no getting around the fact that Google has replaced the Yellow Pages as the go-to source for business information.
Your website can be a powerful marketing tool that brings in a regular stream of customers and helps grow your business.
Or it can be rendered useless by the following common web design mistakes:
- Buried benefits – You’ve probably heard the expression ‘bury the lead’. The phrase originated with newspapers and referred to stories where the most compelling and interesting information somehow ended up at the end of the story. Since people tend to skim the first few paragraphs of a story looking for the most interesting bits of information, it’s not good practice to hide those juicy morsels where they may never be found. The same thing applies to your website. It’s estimated that you have about three seconds to grab the attention of any visitors before they move on. What are they looking for in those few seconds that will convince them to hang around longer? Mainly, they are looking for a reason to stay. What is the number one thing people are interested in? Anything that pertains to themselves! You have about three seconds to let them know you have the products and services they are seeking, what’s in it for them if they do business with you, rather than your competitor and that your website is easy to navigate. If you bury that information behind layers of company facts and figures, you will lose them.
- No clearly defined goal – The first step in building your website, before you even come up with a design or theme, is defining your website goals. What do you want your website to do for your business? What do you want people to do when they arrive at your website? The answers to those two questions will determine how your website is designed; what extra features you need and how they are laid out; and what content and graphics will be included on your pages. A lot of websites are just put up with little thought given to the actions you want visitors to take that will lead to them becoming a customer. If you don’t know what you want your website visitors to do, how can you expect them to do it? And how will you know if they do?
- No stats tracking – How many people are visiting your website on a daily, weekly or monthly basis? How are people finding your website? How long are they staying on your site? What is your bounce rate? The Internet is highly interactive and almost everything that happens within it can be tracked, but many business owners fail to take advantage of the various tracking and usage system available to them. A tracking system lets you know if your website is working the way you intended and gives you a heads up on any potential problems.
- ‘We’ focused – It’s worth repeating: People are more interested in themselves than anything else. If your website content – especially on the home page - focuses mainly on your company’s history, accomplishments and staff rather than on the ways your products and services can benefit your visitors, you have not given visitors a reason to stick with your website. All of that other information can and should be included on the inside pages of your website where your visitors can find it once they have decided to explore your website a little further to learn more about your business.
Industrial NetMedia is a web design and Internet marketing company in Leduc. We specialize in website rescue and redesign, which means we can edit your content, give your site a bit of a boost, overhaul the whole site or even start from scratch and build you a brand new site. We build websites that avoid those common pitfalls – they rank well on the search engines, attract visitors and convert those visitors into customers.