Date: January 23, 2018
Your website can make or break your business. You can no longer have just a simple, working website. You need to ensure your business is attracting and retaining clients.
Nowadays competition is tough and a poorly designed website will see your audience fleeing to your competitors. Today we’re going to take a look at five of the most common mistakes that small businesses make when designing their website.
1.The use of duplicate content
Content is a key part of any website and is one of the main ways you can entice your target market into taking you preferred action, retain your current visitors and maintain a high ranking in search engines.
However, business have to be careful and ensure any content used is original. Original content refers to content that is written by your company. All content therefore is not only owned by you but is a reflection of your company and represents its products, services, values and ideologies.
Google, will rank websites with unique content higher.
Websites that have duplicate content – content that exists elsewhere online – will be penalised.
The use of duplicate content will have a detrimental to your businesses success therefore it is always best to write your content yourself.
2. No responsive design
A responsive website is a website that identifies what type of device a potential patient visitor is whether it is a tablet, smartphone, or a desktop computer. It then responds by adjusting to the screen size of the device, providing an efficient experience for both mobile and desktop users.
In 2012, Google’s Pierre Farr declared Google prefers responsive websites meaning they are now ranked higher than non-responsive websites.
This means a responsive website has now become a necessity for everyone.
Not only does it help improve your website’s performance in search engines but it will overall help improve a user’s experience.
According to a study done by Google’s Think Insights if a potential patient visits a website on a mobile device and is irritated due to the lack of compatibility with their device and doesn’t find what they want easily, there is over a 61% chance they will leave and visit a competitor’s website.
A lack of responsive design results in a poor user experience, a decrease in your website’s search engine ranking and ultimately a loss of business.
3. No Blog
In recent years, a blog has become a key part of any website.
Not only does it provide the optimal user experience for audiences but it also helps increase a website’s presence in search engines.
Google loves websites with blogs that create content on an ongoing basis as the majority of other content on a website tends to remain static.
A blog is also a perfect opportunity to demonstrate your expertise. It enables you to target the questions that people are looking for answers to.
According to a HubSpot survey, 60% of businesses who blog acquire more customers therefore it would be a very beneficial addition to your website.
4. A lack of call to actions
A call to action is an instruction given to the audience designed to provoke an instant response.
An average website has hundreds of visitors monthly which means you should never assume what their next move is.
A call to action should be obvious, for example ,“call now”, “”book here”, and should create a sense of urgency as you are telling your audience what you want their next move to be.
Call to actions should be used to keep your website visitors on track and take your desired action.
A lack of them on your website could be seriously limiting your potential as a business.
An example of a “Book now” call to action on a Therapist’s website.
5. Static content
One of the biggest mistakes businesses make is putting a huge amount of time and effort into a website, making it live and then leaving it there.
Search engines, in particular Google are constantly changing their algorithm (how it decides a website ranks) meaning you need to be constantly active on your website.
Your content should be updated frequently – not only does old content have a negative impact on your websites ranking as search engines deem it in-active but it also looks unprofessional if the last post you have on your blog is from 2013.
It is wise to periodically update your site, not only in terms of content but in terms of design. It should be updated frequently to reflect current trends to make it look more modern.
Spending years creating the perfect site for you only to put it live and ignore is a waste of time – keep investing in it and keep it updated – search engines and your audience will notice!
There are various mistakes and errors people make when it comes to websites but the above are the main ones which will affect your sites performance the most. You should have a high focus on content when managing your website. Lack of originality or constant updates could make or break the success of your website – a blog would be a great way to ensure you rank highly in search engines and stay ahead of your competition . It is also important when designing your website that you take into account your users experience – not having a responsive site could be the difference between your visitors having a good experience and staying to find what they are looking for, resulting in a conversion, or them getting frustrated and flocking to a competitor’s site. If you avoid the above mistakes you will find yourself with a website that ranks highly, brings in and retains patients, ultimately increasing your conversion.
Looking for help with your online presence? Get in touch!
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