It’s no secret that your website is among your most important marketing assets in 2022. It’s a hub from which all your other marketing efforts can be launched.
Companies across all industries enjoy massive benefits from investing in their web presence by improving the UX, UI, content, design, and overall appearance of their site. Doing so allows them to engage their core audience on a whole other level and drive significant interest in their brand.
But if you handle your websites poorly, the opposite is true. Delivering a substandard experience to your customers can have a devastating impact on your marketing efforts – not to mention your bottom line.
Here are 5 mistakes that could make your website more of a liability than an asset to your brand.
Avoid Pop-Ups Like the Plague
Seriously, the quickest way to lose a customer is to annoy them with pop-ups. They’re distracting, unsightly, and just plain annoying, especially on mobile. Modern consumers have a low tolerance for these outdated conversion tactics, so just don’t use them if you can avoid it.
If your site is well thought out, you don’t need pop-ups to drive conversions anyway. Your site should be creating engagement naturally through killer content and other media.
Your Content is Just Plain Awful
This is probably the most common mistake I see on websites across the web. I get it – generating fresh, well-written, and up-to-date content is incredibly difficult. But a site loaded with outdated, stale, and poorly formatted content is a great way to keep engagement low and see your customers off to visit your competitors instead.
Take a close look at all the content on your website. Has any of it become irrelevant? Is it just plain boring to read? Consider having your marketing team give it a makeover.
There’s No Call to Action
Even if your content is outstanding, you’ll still suffer from low conversion rates if you don’t have a compelling call to action. Once you’ve given your reader all the information they need to make an informed purchase decision, you have to actually give them the opportunity to do so.
Whether it’s signing up for your newsletter, purchasing a product, or calling for a consultation, you have to decide what action you want your reader to take and actually ask them to take it.
There’s No Way to Measure Performance
Even if you have a killer website, you need to know how your visitors are interacting with it to make improvements going forward. If you aren’t tracking key performance metrics like time on page and click-through rates or you are ignoring powerful tools like heatmaps to guide your web design efforts, you aren’t getting the most out of your online presence.
One of the biggest advantages of marketing online is having the ability to test, track, and adjust your product on the fly to meet customer demands. Use measurable data to drive your website’s ongoing development.
Your Customers Only Have One Way to Contact You
Everybody likes to get in touch in different ways. Some people may not have time for a phone call and would prefer to shoot you a quick email or tweet – especially if they just want to ask a quick question about your products or services.
Make sure your website gives its visitors multiple ways to get in touch with your team including your phone number, a monitored email address, a digital form submission, and even links to your social media pages.
Don’t Fall Victim to These Web Design Traps
Just having a website where your customers can read about your company, purchase products, or get in touch with you isn’t enough. Modern businesses are using their website as a tool to engage their core audience and drive genuine interest in their brand.
If you want your site to realize its full potential, make sure you avoid these common mistakes. Consult with our web design team and content creators to brainstorm ways you can improve your sites aesthetic, communication, and user experience. You’ll see a near-immediate improvement in engagement, time on page, and conversion rates.