On the face of it, there doesn’t seem to be much to developing a successful web presence. Simply design a site, populate with some content and wait for the traffic to roll in. That’s all there is to it, right?
There’s actually a lot more to it than that, and if your business is to have any kind of success online, then both your design and your content have to be pretty well optimized to attract visitors, draw them in, and ultimately convince them to take action, whether that be buying your products or services, signing up for a newsletter, or simply requesting more information.
In the case of the design, many of us don’t have too much to worry about these days. With online website builders and Content Management Systems like WordPress all coming complete with a range of professionally-designed templates, it’s probably harder to create a badly designed than a good one.
Yet when it comes to our content, we’re still often left to our own devices. As such, it’s much easier to make mistakes, and those mistakes could well end up costing us both traffic and revenue.
With that in mind then, here’s the four most common mistakes people make with their website content, and how you can avoid them.
Forgetting to update
Adding new content to your website on a regular basis can work wonders in enhancing your SEO and driving that site further up the search results, making it a smart move if you’re relying on a steady stream of new visitors to make your online enterprise a success.
It’s not all that difficult to do, either. Platforms WordPress make managing, editing and adding content to our sites a piece of cake, and with many of the web’s best website hosting companies helping us to install those platforms at the click of a button, it only takes a minute to set up.
Talking about ourselves, rather than the customer
Though this may come as somewhat of a blow to the ego, it’s worth pointing out that most visitors to your website aren’t really interested in you, or how great you are. What they’re really interested in themselves, and how the products or services you’re promoting can benefit them.
When we create our content, it’s all too easy to fall into the trap of bigging up our own experience, accomplishments and accolades, believing -with all the best of intentions- that customers are going to be impressed and want to buy from us on the strength of that alone.
Yet if you can’t explain how that award you won recently makes your business a better choice than your competitors, you may find it harder to make that all important sale.
Not encouraging your visitors to take action
So, you’ve just written the most awesome piece of sales copy ever committed to the screen. You’ve explained precisely why your visitors should ignore the competition and buy from you, but they’re still not biting. Is there something you’re forgetting.
Probably. Have you actually asked those visitors to do anything? If you want them to buy that product, encourage them to do so. If you want them to contact you for a quote, point them in the direction of your contact form and invite them to get in touch.
Asking them to do too much
For each page that you include on your website, you should have one clear goal in mind, whether that’s to make a sale, generate a newsletter subscription, or anything else. Think about what you want to achieve with that particular page and stick to that alone.
Start asking too much of your customers all at once, and they’ll either become so confused that they ultimately won’t do anything at all, or at the very least, take action on something that wasn’t really a priority for you.
Let’s say, for example, that your goal with a web page is to make a sale, but just to be on the safe side you invite customers to sign up the newsletter, follow you on Facebook, or even read another page. Having read your sparkling copy, a reader signs up to your newsletter. Great, that’s one result, but it’s not really the kind of result you were looking for, is it?
To sum up, here’s the four key things you need to be doing with your website content:
- Keep it updated
- Keep it clear
- Explain the benefits to your customers
- Encourage those customers to take one single action.