Your website serves as the virtual shop window for your business, and it is crucial that it meets a certain set of criteria. It needs to look good, feature relevant and simply written content, clearly and succinctly communicate what you do and the problems you solve, and show why visitors should choose your products or services. Most importantly, it needs to work.
Despite these essential requirements, many businesses make avoidable mistakes with their websites. Neglecting the fundamentals can result in wasted time and money, as well as missed opportunities with prospective customers. Just as you wouldn’t file sloppy accounts, your website should not fall short in representing the public image of your business.
Here are the top 10 things that often impact customer conversions, along with solutions for each:
1. Slow load speed
– Focus on speed, efficiency, and user interface
– Avoid using too many plugins
2. Generic or uninspired titles, subtitles, and calls to actions
– Be specific and avoid using generic language
– Limit the number of calls to action
3. Too many interruptions (music, video, pop ups)
– Only add background music, videos, or pop ups if absolutely necessary
4. Lack of trust indicators
– Showcase social proof through testimonials and brand banners
– Feature employee biographies to add personality
5. Non-responsive design
– Prioritize a mobile-first approach
– Consider a responsive design that adapts to any screen size
6. Inaccessible customer support
– Add live chat, a telephone number, or a contact form
– Position contact options prominently on the website
7. Confusing jargon
– Use simple language that matches the tone and language of your ideal customer
8. Inadequate security measures
– Use SSL protocol for hosting to build trust
9. Complicated checkout process
– Simplify the checkout process
– Integrate multiple payment methods
10. Incorrect messaging
– Include words and phrases that your ideal customer is looking for
– Highlight the benefits of your business instead of just the features
Taking the time to address these issues and continually improve your website will yield significant rewards. By getting the fundamentals right and making necessary changes, you’ll ensure that your website accurately reflects the hard work you put into your business.
Scott Jones, CEO of Illustrate Digital, emphasizes the importance of avoiding the common pitfalls that many businesses encounter in website development. Remember, your website is a reflection of your brand, and it should be continually updated and improved to stay relevant in the ever-evolving digital landscape.
