Welcome

Most common website mistakes and how to

avoid or fix them.

Website develop is complicated. You must be an expert web designer, graphic designer, and content specialist to even think about providing a good user experience.

Plus, you have a ton of competition and Google keeps changing the rules (and not telling us).

Small business websites.

Launching a website brings out the crazy in all of us.

• You stay up late trying to build it yourself.

• Or, drive your web developer crazy with random changes.

• And, you agonize over every word and image (or you should).

Small business websites.

Finally, the day comes when you launch your new site!

• Yet, nothing seems to change.

• Sales and contact forms are still slow.

• The bounce rate is still high.

Small business websites.

Unfortunately, there are common mistakes that small businesses don’t realize they’re making, and these mistakes cause your website to perform poorly.

•We focus on the wrong things and overlook what is really important.

Small business websites.

Let’s walk through the seven most common website mistakes and how to fix or avoid them.

• This formula, based on Donald Miller’s strategy at Story Brand, will help you get better results from your website.

Small business websites.

[1]

Website Mistake #1 You don’t clearly state what you do or offer.

a) The human brain has two main functions: survive and conserve calories.

b) The brain constantly categorizes information. (Do I need this or not?)

c) When information seems overwhelming, the brain shuts down and starts to day dream or just move on.

Website Mistake #1 You don’t clearly state what you do or offer.

a) Organize information in a way that makes the brain say, “I need this information. Pay attention.”

b) Use simple terms and be precise when defining what you do.

c) Consumers buy at a level 1-2 of understanding.

Website Mistake #1 A simple way to evaluate your website is with the “grunt test.”

1) Find a casual acquaintance who doesn’t know your business.

2) Let him or her look around your home page for 5-10 seconds.

3) Then, shut the laptop and see if your friend can tell you exactly what you do and how you help them.

[2]

Website Mistake #2 You didn't connect with and provide a solution to your customers’ problems.

• You must get specific about what issue you are solving for your prospective customers.

[3]

Website Mistake #3 You talk about your company’s history, story, or awards.

• Don’t put this on your home page. It has no initial value.

• You don’t need to be the hero in the story; your customer does.

[4]

You didn’t prove that your solution to their problem actually works.

• You have to provide “social proof.”

• Ask your existing customers for short testimonials that show how your product or service has helped them.

Website Mistake #4

[5]

Website Mistake #5 You’re using the wrong type of images.

• Choose images that show the end result of what you do.

• Show the transformation your products or services provide.

Website Mistake #5

[6]

You have giant blocks of text.

• People don’t read word for word online; they scan. 

• Keep your headlines compelling.

• Your supporting content should be no more than 3-4 sentences per paragraph.

Website Mistake #6

[7]

You’re not asking people to do something.

• Call people to act.

• Tell them to buy something or schedule a consultation.

Website Mistake #7

How to build a website that works for you.

Understand your audience.

Identify your best audience. The first step to successful marketing is to define and understand your target audience.

a) Define who they are.

b) Define what they want or what is important to them.

c) Define any challenges or obstacles you may face when marketing.

Identify your best audience. Define who they are.

There are three areas to consider:

1. Identify which of your products/services are most profitable.• Who purchases these?

2. Identify the type of customer that is the easiest to work with.• Which products or services do they purchase most?

3. Identify what product/service you wish to grow.• Who purchases these the most?

Identify your best audience. Define what they want or what is important to them. Consumers buy based on an emotional reaction.

• Lasting memories

• Creativity (unique)

• Affordability

• Convenience (done for them module)

• Bundled services

Identify your best audience. Define any challenges or obstacles you may face when marketing to them.

• Higher price point than they were expecting.

• Cousin/friend can do it because they own a camera.

• Expected more for the price.

Follow this structure.

Use the insights from your audience identification to:

• In the most simple terms possible, tell them what you do.

•Call out and solve their specific challenges.

•Address their concerns openly with a clear plan of action.

•Show them social proof.

Give customers what they want.

Your above-the-fold content must contain these 3 things immediately.

1) What you offer/do.

2) Show how it helps your audience.

3) Tell them how to buy it.

Put this info above the fold.

What do they do?

How does this help me?

How do I buy?

Add below the fold.Only give your customers 3-4 options to choose.

Add below the fold.You must provide social proof that your solution works.

After you have provided the three key areas of information, you are free to add additional information you feel your customers would use.

1. Blogs or resources

2. Portfolio

3. Location

4. Contact form

Add below the fold.

How does this apply to your industry?

What do you do?

How does this help me?

How do I buy?

What options are offered?

Is there social proof?

Review

Your website is the foundation of all of your marketing efforts. Keep these items in mind when reviewing your website.

• Identify your best audience.

• Clearly state what you do.

• Connect with your customers’ challenges.

• Don’t be the hero in the story.

• Provide social proof.

• Use compelling imagery and limit your text.

• Tell people to take an action.

Avoid common website mistakes.

Questions

DownloadsSlides – slideshare.net/KellyRice1