The most common mistake I see clients making with their websites is failing to understand who their core user demographic is, and what their objectives are.
Having this understanding is vital as it’ll determine the final site map, content plan, page flow, calls to action and overall look and feel of the site.
Before jumping into writing your website copy, first establish your 3 core users and their objectives, then put yourself in their shoes and get a feel for what information and engagement those users would want to see.
With modern websites, less is definitely more, especially in the mobile age. Nobody has the time or inclination to scroll through streams and streams content, or try and navigate themselves through a 3-level deep menu with 30+ options.
Keep your content clear and concise, and if you find your site is getting a little too big, go back as step and establish who the 3 core users are, what their objectives are on your site and ultimately, identify from what, what content can be deprioritised or removed completely.
The amount of pages needs to be limited, as does the amount of content within those pages. There are three main things you need to focus on when writing content for your website; sticking to clear and concise messages, being real and sincere (no clichés), and focussing on your differentiators i.e. what sets you apart from your competitors.
We understand that businesses, especially the smaller ones, are stretched and the last thing on their mind is to put time and effort into their website.
However, if you’re sitting there waiting for online leads to come flooding in, yet you last posted to your site in 2017, then you’ll be waiting a while.
You get out what you put into a website, and a neglected website will nearly always fail, so if you really want to see results from your site, it’s important to give it the time and attention it needs to yield results.
Set aside half an hour every week to post something new to your website, share it on social media, and use it as a tool to drive users to your site. The more content you’re generating, the more active your company will look online, the more traffic you’ll be able to generate, and the better your searchability will become.
Correct these 3 mistakes, and you’re well on your way to improving your website engagement and overall results.