Remember the days when a website was more like an electronic billboard? When its look was more like a cool looking newspaper ad or directory listing? When it just sat there staring at us doing, well, absolutely nothing?
Thankfully there now seems to be a greater understanding in the small-business community that a website is a very real opportunity to showcase your business, to let the potential customer experience just what it would be like to deal with you and to use your product.
In other words, to really understand you and your brand.
So an increasing number of small business owners understand that investing in a website is all about investing in their brand, gathering good-quality potential customers, converting them and, in doing so, taking their small business to a whole new level.
But that seems to have resulted in a new problem.
One of the biggest mistakes that small business owners are making is that they are simply trying too hard. The focus should be on making sure that the relevant information is clear, concise and easy for the visitor to find.
Search engine rankings are determined by a number of things but among them is the relevance of your site to Google’s understanding of what the visitor was looking for.
Or, more precisely, the relevance of your site according to Google’s algorithms.
That relevance is largely based on the number of and how long visitors stay on your site and what they do when they get there.
The last thing you want is for visitors to be arriving at your site and disappearing back to the search engine seconds later.
Here are some mistakes being made by small business owners which are having that undesired effect:
Sometimes when we read something over several times we stop seeing what we should be looking for. Utilise someone with good English skills to proof read your text looking for spelling mistakes, poor grammar, in fact anything that will reflect poorly on your product or brand. After all, if you don’t even check your website for errors, what does that say about your quality control when it comes to your product or service?
Continue to check your website from time to time for dated content, dead links, sparsely filled calendars, anything that might signal to a prospective customer a lack of attention to detail.
Your main objective is to give your prospective customer a positive experience so they can learn about all the ways you can help them. Show you value their time. In the real world you do this by showing up to meetings on time and keeping phone calls professionally short. In the digital world you show a tidy, useful, helpful, easy to navigate website.