This is no time to be a Web-site weakling. Here are 10 killer mistakes small businesses make with their Web sites, and what you can do to improve your online results:
• Keyword clueless. Knowing – and using – the proper keywords for the products and services your business sells is vital. Use a keyword discovery tool to help you out. KeywordDiscovery.com or the keyword tool at Google AdWords should do the trick.
• Missing measurements. Who is visiting your Web site? What are they doing once they get there? What kinds of visitors are making you the most money? Sign up for a Web analytics service such as Stat Counter and start measuring what’s happening on your site.
• Overlooking the obvious. It’s surprising how many small-business Web sites fail to prominently display contact information, hours and location. Display your phone number prominently across your site. And be sure you have a process in place to follow up inquiries that come through your site.
• Crummy content. Off-target and poorly written content will make your site look second-rate. Provide helpful tips, case studies and other information that helps your intended audience solve a problem or accomplish a task.
• Offerless ordering. Too many small-business Web sites forget to include specific offers or a call to action. You could offer free samples or quotes, or discounts geared to what your intended visitors need.
• Vexing visitors. Many Web sites are just plain frustrating to visitors. Keep all order and lead-generation forms simple. The more information fields you require, the fewer people you will get filling them out.
• Laughably linkless. If people cannot find you online, you are toast. One thing that makes search engines take notice is how many quality sites link to yours. Other sites are more likely to link to yours if you offer helpful information such as tips, white papers, newsletters, a blog or other items. You also can seek links from professional associations, clients and vendors.
• Unborn updates. Incorrect or outdated info on your Web site is a certain turnoff. Review and update all content on your site regularly.
• Dorky design. Yes, design does count. But it’s about design that actually works to attract, keep and convert customers. Customers are there because they want to accomplish something, and your design needs to keep that in mind.
• Porky pages. Cluttered, slow-loading pages that give users headaches just looking at them are the bane of many a small-business Web site. •
Daniel Kehrer can be reached at
editor@business.com.
