I am always amazed when I see company websites that make certain mistakes over and over again.
A while ago, I compiled a list of 10 errors in company websites that should be avoided on a company website.
Today I have 10 more mistakes ready for you. This should also be avoided as far as possible, if you want to be ahead on Google, as well as to convert visitors into customers.
This list should only be seen as a starting point and a source of thought. In the end, there will probably be very few really perfect sites, especially for self-employed and small companies. But it does take a lot if you try to optimize most points.
1. Taking yourself as a target group
A marketing professor always used to say, “You should never make yourself a target group”.
What he meant was that one should never make assumptions about his target group of personal preferences and views. Unfortunately, many entrepreneurs and self-employed think they know their customers exactly. This may be partly true. Often enough, however, there are significant differences. Also, of course, there is not only one target group in which everyone thinks exactly the same.
One should not assume that the users think how to tick themselves. It is important that you get to know your target group(s) unbiased and orient your website according to your wishes and needs. It also states before and after the start of the company website: testing, testing, and re-testing.
Many company websites are implemented in the same way as flyers & brochures. And it is often very difficult to prevent these entrepreneurs from using their website for pure self-portrayal. Because this is the classic mindset of many small businesses. I have to present myself as attractive and good as possible. This is also not entirely wrong, but today the web has to focus on the customer.
You have to pay attention to customer benefits. What problems do my potential customers have and what solutions can I offer them? Those who know the wishes, needs and problems of their target group can offer optimal solutions.
3. Domain Selection
Often domain selection is overlooked.
Many entrepreneurs and self-employed people are obsessed with using their own company name as a domain name. Here, too, one should think first.
Domain name is a very important building block for the success of a website. Also, it gives an important signal to potential customers, on the other hand, it must also be optimal for Google.
When choosing a domain, you should also push your ego aside and think well. A company domain should, of course, match the company name. It should also be very noticeable and not allow misinterpretation (e.g. foreign words). Also, a corporate domain should include the 1-2 key keywords to score in Google.
4. Usability Forgotten
Many people nowadays focus more on unnecessary bloat while making their websites. They forget the most important part; the usability.
Complicated, flash or JS menus scare users. Cryptic link-up, which the designer probably found appropriate, only evokes questioning glances at readers. There is not much time to make your website visitors stay. Visitors prefer usability over design.
You should never forget the users. A website should rather be unique and simple than artful and special. Clear link designations, short loading times, simple menus according to a learned pattern, several paths to the destination.
I suggest a wonderful book on the subject of website usability “Don’t make me think!” by Steve Krug.
5. Form follows function
Very closely with the point before, the principle “the form follows the function” is linked. The basic statement is that the function is the most important and that the form has to be set up later. For example, in a Formula 1 car, the function “driving as fast as possible” is optimized and then the shape of the car and its beautiful optics are adjusted.
You should not simply use new techniques because you can, but because it makes sense. Think about exactly what your website is supposed to achieve. Always prioritize functionality over design.
6. SEO Basics Forgotten
Search engine optimization is a science in itself. But the basics are already half and they should not be neglected. Most corporate sites use one and the same meta tags on each page. This is a big mistake. Each page should be optimized individually. Meta tags and title should be set for each page. In addition, only one topic per page should be treated and optimized for specific keywords.
But of course, search engine optimization is still much more. For example, you can find tips and tutorials in SEO ebooks, SEO guides & articles. Beginners in the matter should look at the Google’s SEO Guide.
Anyone who has noticed & optimized the SEO basics for his website has already won a lot.
7. No content concept
Many company websites start without a working content concept. There’s some info here, and then later there.
Or you have planned to start the site well, but later no updates & content is added to the site. The information must be properly structured. Again you should think like your visitors. What are the potential customers looking for and where do they expect to get it? In addition, one should also separate the different topics from the content. A page where you have to scroll down for hours to find a particular product is bad. Per theme one page! This helps not only the visitor but also Google.
8. PageView Madness
Since today the success of a website is often measured by the number of pageviews, i.e. the number of pages visited. Due to this, often people create unnecessary number of pages.
Short articles are converted in to long articles into 5 pages, just so you get 5 pageviews instead of 1.
It is often overlooked that many readers are annoyed by such practices and prefer not to come again.
When providing information, you should think again first about the visitor’s experience. How is it optimal for him and where do pages really make sense?
Small business web-masters rarely visit their own websites. After the start of the website, it is neither tested nor is anything measured. But since a website is never finished and can and should always be optimized, one must know measure his website growth. Measuring and controlling are the prerequisites for effective control. One should at least measure the most important statistical key figures and their development, perform user tests and always check their own websites.
10. No Monetization
No matter if a professional blog or company website. You want to make money with it. Therefore it is also surprising that there are often questionable ideas about what a website or blog should bring in the end. “Let’s see what comes out of it” they say or “I want to make my company a little more familiar”.
We should also set clear objectives in financial terms. You can then “hang the price tags” on these targets. These are also measurable and controllable.
How many bookings should generate via the contact form and how much revenue does an average appointment generate? How many visitors are supposed to find the site in the store and what do they buy on average? etc. This is certainly not easy, but it helps to assess the costs of a website correctly.
Most of the time, customers are enthusiastic about the further expansion of their own company website when they first realized what their website really brings to them.
A clear “Call to Action” button or something similar is also part of the obvious monetization. This active approach of website visitors is often lacking.
These were a few things that are noticed on a regular basis.
If you still want to have a look at one of the points, just write it in the comments.