As you know, discussing your website is a place of vulnerability for many business leaders.
When I bring up the subject, the look at the floor, shuffle their feet, and come up with all kinds of excuses (all valid to be sure).
They don't like their site. They're ashamed of their site. Their site isn't performing like they know it should.
So we ignore it. That's the wrong approach. If something is wrong in any other area of business, you press into it and fix it, you don't ignore it and rationalize why it's "probably fine."
As a leader of a business or any kind of organization, your website is the best marketing tool you have. It's the foundation of your content, SEO, social, and how you get people in your funnel. It's a big deal!
In this post, I'd like to help you avoid three common mistakes I see on websites.
Here are the three most common mistakes that lead to a website not performing as it could:
1. Poor Design
Having an ugly website is almost inexcusable these days. You don't need to know how to code or have tens of thousands of dollars to have a great-looking site. If your site is dated or distractingly ugly, you need to make solving this mission-critical in your business.
Why do I say this?
People who go to your website intuitively make judgments about your company or your character based on how your site looks. You read that right. If you have a shabby-looking website, people will think you have a shabby business.
2. It is too cluttered.
Long paragraphs, clumped together cause me stress. With young kids at home and lots of demands at work, my life is cluttered enough as it is.
I don't need any more stress in life. Visiting a busy website will do me no favors. Do my heart rate a service and spread things out a bit.
Give our eyes space to breathe and our minds the time to digest what you are saying.
The best designers and copywriters these days understand the power of simplicity. Keep some white space to the north, south, east, and west.
Break up some sections with some white or whatever background color you are using. Icons are great because they are not complicated and can communicate a universal message.
Keep your website simple and you will give browsers the gift of clarity when all they know is clutter.
3. It is not well thought through
Having a website is one thing. Having a website that compels people to action is another.
There are a few principles we talk about in StoryBrand when it comes to outlining your website:
Start with a headline that clearly communicates the value your business adds to your customer's life
Use a header image that shows happy people using your product.
Clearly put a Call to Action (CTA) early on. It will let people know that you think you have something they need and would benefit from.
Make your opening paragraph about the problem you are solving.
Include at least 3 images/icons that communicate the BENEFITS (not features) of what you offer
Write an About section that shows how you have solved the problem or are passionate about solving your customer's problem.
Include three testimonials that are no more than three lines of how someone once had a problem and then you solved it.
Add endorsements, badges or statistics that show you are a trustworthy guide.
Throw in another call to action.
Finish with a picture and paragraph of something bad that could happen if someone doesn't do business with you (just to keep things interesting).
It's not enough to just throw a bunch of words and images and location information on your website because that's what you feel you have to do.
Your website's objective is to move people to do business with you, right?
Make sure that people know that either subconsciously or directly.
If you'd like to kick off the fall with a fresh set of eyes on your website, let's take some time to jump on Zoom and see if there are some easy fixes.
For the sake of your marketing, the first impression you're giving, and the growth of your business, take advantage of this offer.