At this time of year, business owners have returned from their annual holidays and they begin to assess their company performance. Ahead of the end of year rush that most businesses experience, it’s best to review which areas of your company are working well and which could use a little bit of help and that includes your website.
It is becoming increasingly difficult to differentiate yourself from your competition so your website needs to be able to attract your target audience. In our many years of experience, we have come across some basic mistakes that are being made by many companies. Resolving (or completely avoiding) these mistakes will mean that you can be confident that you are providing a great customer experience.
Your website should be clean, simple and easy to navigate. You can reflect your brand with the colour palette and the content but steer clear of link-heavy websites. Lots of links are off-putting and can make your site look messy. If you have a logical navigation there will be no need for all the links anyway! Consider how your customer will journey through your site, make the process as easy and simple as possible, by doing this you should notice an improvement to your leads.
Another common mistake that we see time and time again, is being too “keyword heavy”. Without giving you a seminar on SEO, keywords are basically the words and phrases that your target customers will search for. Search engines trawl your website and then rank you according to the keywords on your site. For example, if you are offering a wedding photography website then a key phrase for you would be “Wedding Photography Newcastle” the more times that this appears on your site, the higher you will rank for that phrase. It can be tempting to jam these keywords and phrases into every single page and piece of content that you produce, but this will look “spammy” and won’t read naturally. Avoid doing this and create genuine, interesting content instead.
It’s no secret that more people than ever surf the web from a mobile device, in fact the majority of people now do so. Unfortunately, not every website is mobile friendly and this is a major turn-off for your mobile visitors. If the website doesn’t work then the visitor will go to a website that does, don’t miss out on valuable clients and make sure that your website is prepared for mobile.
Another mistake that we see every day is choosing style over substance. It is a common misconception that the more attractive your site is, the more traffic you will get. While it is important that you achieve a certain level of style, it is imperative that you don’t forget about your customers and their experience. Keep animation to a minimum and only use images to enhance your point, don’t just use them for the sake of it. Lots of high-quality images and video can slow down your website’s loading time, be wary and only choose media that will help to convert a visitor.
We speak with many clients that have no idea which page on their website is most popular, how their visitors view their website or where their traffic comes from. We know how busy you can get, there are many other jobs that need taking care of. However, analysis of your website is the only guaranteed way to understand how it is performing. You can see which pages are getting the most visits and views, which channel is directing the most traffic and which promotions are performing the best. You can follow the customer on their journey and see if any pages are not performing as expected and where your customers are abandoning the process. This in-depth analysis allows you to adapt and grow, creating the best website that you can.
At Bitlab, we know what it takes to create a beautiful and functional website. Our development experts will take the time to understand your business, your customers and your goals to help build and maintain a website that performs how you and your visitors expect. To speak to a member of our team, contact us on 0330 041 4564, use our contact form or email firstname.lastname@example.org.