There is no neutral impression when it comes to your small business website. When a visitor enters your website for the first time, their impression will either be negative or positive. How can you make sure that the reaction is positive?
The goal of any website is to make visitors (and potential customers) more comfortable with the business. For your small business, this means making visitors want to do business with you. Unfortunately, many businesses – both small and large – make too many mistakes on their website to create a lasting, positive impression.
If you are looking to create leads out of your small business website, the first thing you want to do is to make sure you avoid these seven common mistakes.
#1: Overloading the Website with Information
Less is more when it comes to creating a compelling image on your small business website. You don’t need to include every single detail of your company’s history, and you certainly do not need to overload the website with self-praise. Instead, focus on the customer and how your business can benefit them. Make bullet points and lists, not a 10-page essay.
#2: No Clear & Concise Message
Marketing content must be focused on a target customer, and online copy is no exception. First, decide what it is that you want to convey to your customers and potential clients. Then create a website that conveys that message in a clear and concise way.
#3: Confusing Contact Options
It may seem like a no-brainer, but many small businesses fail to include clear contact information on their website. In general, you want to avoid the generic “Contact Us” web forms. Instead, include a phone number and direct email address, both on the Contact page and in the footer of every single page on your website.
#4: Not Spending the Time to Proofread
Again, this is an obvious item that often tends to be overlooked. Just like you wouldn’t rush the product or service you provide, avoid rushing the website creation process for your small business. Spend time proofreading every single page of your small business website. This small step can help you avoid looking sloppy to new visitors.
#5: Not Creating a Mobile-Friendly Website
With smart phones as ubiquitous as they are today, it is no wonder that most people tend to access information online using a mobile device. Creating a mobile-friendly website is a non-negotiable for any business, large or small. It’s simply part of making sure your customers and leads have easy access to the information you want to provide them.
#6: A Cluttered and Confusing Website Design
You want to make sure that customers – and leads! – can easily find exactly what they are looking for. Take the time to go through your website and make sure there are no dead ends, that the menus are clear and easy to grasp, and that no page has too much information on it.
#7: Not Including a Call to Action on Every Page
A small business website offers you the opportunity to convert leads. Do not waste that opportunity! Calls to action do not have to be limited to a sales page. Have a sign up form, a free download, or even a ‘contact us’ button on each page. This gives the visitor more of a chance to interact, and more of a chance of becoming a customer.