Your website is the front door of your business, determining whether people enter and engage with you, ultimately becoming customers, or whether they leave immediately. To encourage visitors to become customers, you should avoid these common website mistakes. They are presented roughly in order of importance.
Failing to target
You have a target audience in mind for your products or services. The website should be designed with that audience’s preferences in mind. What devices will your target audience use to view your website? If most of your target market is using a mobile device, failing to provide a streamlined, fast-loading, mobile-friendly design will turn them away. Similarly, if your target market is the aging population, failing to use high-contrast colours and larger fonts may dissuade them from becoming customers.
It’s not only aging visitors who may have difficulty reading your website. Depending on the browser and hardware being used, your carefully selected colour choices for background and font may default to colours that are much more difficult to read. The background text colour may not display, showing your text directly over your background image, making it difficult to see. Words that are graphics may fail to load, or not be read by screen readers. If you use customized colours for links or visited links, make sure that the text will still display even if the browser is set to override your colour choices with the standard ones.
Improper call to action
There are two ways to go wrong with a call to action. The first is simply to not include one. Every page of your website should have a specific call to action that takes the visitor where you want them to go within your website. If the ultimate destination is obscure, consider a popup hint window that tells people how to reach that part of your website. The other way calls to action can go wrong is to make them too strong, too early. For example, a call to action that is too early is a website design that requires people to register for your email newsletter before they can read any of the articles on your website. The visitors have not yet determined whether your information is of any use to them, and will reject your call to action.
Excessive third party approvals
If your website handles sales transactions, you’ll want to include a third party approval badge indicating that the transaction is a safe one. If your goods or services have been featured in major media, or have won industry awards, you’ll want to mention that. However, if you have ten or twenty third party approvals, you’ll appear as if you’re trying too hard to convince the visitor of your legitimacy. Pick no more than three to feature on your website, and put the rest on an awards page that visitors can look at if they are interested.
The Internet Marketing Academy
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