We have worked hard over the past few years to research, test, and study how to build and operate a successful website. Here are some of the mistakes we see and the resolutions for them.
Hiding behind your product or services
When a customer goes to your website, they want to see you, not just your products. There are other businesses that offer exactly what you offer. When someone lands on your website, they should feel like they know you by the end of their visit. It’s easy to hide behind your insane talent, but you need to set yourself apart by showing your personality and who you are. These things should be seen immediately when someone finds your website. The best way to do that is try something creative and unique, not the typical old school bio. You want to repel as many people as you attract with you bio. Don’t be afraid to tell them you wouldn’t be caught dead wearing yoga pants, drinking coffee or that they would never find you in a pair of heels. Add personality to your bio simply because your ideal customer probably doesn’t care that much about where you went to school or what awards you have won. They DO care that you are human and they can relate to you!
When a visitor comes to your website, you want them to immediately get a feel for your design. Don’t confuse a person with multiple logos. Often when I’m analyzing a client’s website, I’m coming to their homepage and seeing a logo. When I dive deeper into their site, I’m finding old logos or multiple logos and then I suddenly get confused.
If you ever rebrand, make sure you remove 100% of your old logos from that website. We want people to know they can trust you, and your website needs to portray that solidarity in a way that when people see your brand, colors, and logo they immediately think of you. When they visit your website, everything needs to have that feel.
Don’t allow your customers to get confused by having tons of different brand colors, multiple logos, and different feels. Your customers need to know that it’s you, your website, and your brand from front to back.
If a customer gets to the end of your webpage and doesn’t know what to do next, you have failed them. On your website, if you scroll all the way down to the bottom at the footer, is there a call to action? Send them to your service page or tell them they should go check out your About Us page. Encourage them to check out your gallery or your blog.
Dead ends are why people leave your website. Make sure when your customers and your ideal clients are scrolling through your website you are constantly engaging them.
At the bottom of your services page, you should have a link that says something like, “Schedule a free call with me” Make it easy so they can immediately click the option.
“Do you like what you’re seeing? If so, contact us now!” You constantly want to lead them into the next step. You want to make it super easy for them to flow through your website, finding absolutely no dead ends. On the contact page, if they don’t fill out the contact form, where will you send them? They want to see more. They’re not ready to leave your website, so you need to send them somewhere else. Decide what you want them to see next and tell them.
Only Having One Place to “Contact Us”
Often times, we find the Contact Us form stuck on one page of your website, which is a huge mistake. If you followed my advice about the dead ends, you will know that we now have multiple pages and places for your ideal client to contact you. Again, you want to make it easy for your customers to reach you. You want them to be able to get ahold of you personally, find you on Facebook, follow you on Instagram, schedule a free call, etc. We use Acuity (shoutout to our favorite scheduling tool!). There shouldn’t be any headache involved in reaching you; options should be on your contact page, your About page and all of the above. Make sure your ideal customer can contact you in more than one wa.. Take out any guesswork.
The Mom Test
Or the grandma or uncle or cousin or best friend test. Hand your website over to your trusted person, watch and observe them go through your website while you take notes. Do not instruct them at all. What do they get caught up on? What does she misunderstand? Do all the links work? Have your grandma, sister, friend or someone who is not well versed in technology sit down and go through your website. Do they get confused? What part of your website is not making sense to them? What page do they get to and have no idea where to go next?
We hope that we have given you some new things to consider and that this has been incredibly helpful to you. If you are struggling to know if your website is reaching your ideal customer, we’d absolutely love to chat! If you are not quite sure what components your website is missing, or what it might need to take it to the next level, check out our website cheat sheet!