It’s hard to overstate the power of your website to affect your business. It represents you 24 hours a day.
Mistakes in business happen. Website mistakes can be tricky because you may not even know you are making them, but they can have negative ramifications for your business.
Here are three common mistakes business owners make with their websites. Consider your website’s performance in these areas to ensure your site is a purely positive asset for your business.
1. Missed SEO opportunities
One key function of your site is to alert search engines that your business exists and what it’s about. When search engines have a clear picture of your business’ unique selling proposition, they are better able to match it with the right prospects.
Some of the opportunities to embed your website with quality keywords are behind the scenes, or back-end, opportunities.
For example, every photo you place on your website has “alt text,” which simply refers to alternative text that a web browser would display if for some reason it couldn’t display the image. Tailor the alt text of every one of your images with the keywords you want to be ranked for in search engines. Site visitors won’t see this text, but search engines will pick up on it, and it can help increase your site’s SEO.
Another SEO opportunity is contained in each of your web pages’ “meta tags.” Every page on your site has a back-end meta tag field to enter a short description of the content of the site. This is the description that searchers will see when your website comes up in a search. Make it consumer-facing and readable to entice searchers to come to your webpage from their search results.
2. Poor maintenance
The more complex your site, the more important it will be to continually audit it for accuracy, brand alignment, and broken links.
Websites are living documents, and some pages within your site are likely to become obsolete over time as your business evolves. It’s important to not only remove outdated pages, but also identify and remove all links to that page. You don’t want to send people to a page that’s been taken down.
Take regular inventories of your site’s content with an eagle eye for outdated information. Make sure your site remains an accurate reflection of the current state of your business.
3. No calls-to-action
Descriptions of your products and services are important elements of your website, but they are not the site’s main purpose. You want to turn your site visitors into leads and customers!
Each page on your site is an opportunity to guide your visitors into your sales pipeline, to entice them to take an action that furthers their relationship with your company.
An effective call-to-action stands out on each page. They make a splash through design (color, shape), placement (often at the top and middle of a page), and text (compelling action-oriented words).
A business website that is attracting visitors but not making use of calls-to-action is missing out on lead opportunities and short-changing the value of their website.
Don’t let these common website mistakes linger. Making sure your site is up-to-date and optimized for search engines and lead conversion will make your website a positive asset for your business.
Thanks for stopping by,
Breezy Hill Marketing is a Vermont web design company that specializes in building beautiful, optimized and mobile responsive websites. We also deliver marketing strategy, including inbound marketing and social media marketing, to clients throughout Vermont and the United States.