Your website is a hugely important digital asset to your company. So don’t make these common mistakes when developing this crucial marketing channel.

It Doesn’t Need to Be ‘cool’

A lot of start-ups make the mistake of thinking that their website needs to be ‘cool’. However, a flashy site may stick in the customer’s mind for the wrong reason – it many look beautiful but not actually position the service correctly or facilitate the call to action.

Design Shouldn’t Overwhelm the Visitor

In a bid to stand out from the competition, some sites go overboard with an excess of on-page information. Stick to three primary messages to encourage readability and understanding. To do this, you must pin down your key messages and know what sets you apart from the rest. Great design and navigation should work to make things easy for the customer.

Test Across Devices

This is a common one. Your website may look great on your desktop PC, but does it work on your smartphone, laptop, and tablet? Does it also work as it should across browsers? It’s always best to build a responsive website so that it re-
sizes to fit the screen and most modern template solutions allow for this.

Prioritize That Call to Action

Always ask visitors to leave their contact details on your site. An email sign-up for a newsletter is a classic way of obtaining customer data. Offer free content that is of high quality and relevant to your audience. Use competitions to drive sign-ups if necessary. Don’t allow your visitor to leave the site without giving you some data.

Offer a Taste

If you can offer a free trial, freebie or taster of your product or service,
then it is well worth doing so. If the customer is impressed by what they experience, you will have a conversion on your hands. Those unsure customers wavering about a purchase are also far more likely to sign up for a trial rather than risk a purchase on something they don’t know. As ever, make it easy for the user, and offer a compelling case.