4 website mistakes your business can’t afford to make

When was the last time you hit the refresh button on your website? If you haven’t put effort into an upgrade since the end of 2019, you may be sabotaging your business’ success.

About 2.5 years is the longest you should go without improving and modernizing your website, according to some digital marketing experts. Depending on your industry and competition, you may want to visit your website even more often.

In most cases, this just makes sense. Consumer behavior changes quickly and without warning, which means your audience may want and expect a different user experience today than they did a year ago. For example, 62% of people reported to HubSpot that a main problem for them was being able to find contact information easily. Nearly a third of users said they place a high premium on a brand’s “About” page. These answers may come as a surprise to you, especially since these aspects of your website are probably not where you put the most focus.

The bottom line is that you want your website to be clean, fresh and authentic for a modern audience. One easy way to do that is to avoid all the pitfalls that have given other companies low marks for crappy websites. Below are some of the most common website scams and how to avoid them.

Mistake 1: Neglecting to create a content migration plan.

Maybe you are planning to build a new website. A complete overhaul may make sense for some businesses looking to rebrand, but it’s important to stay up-to-date on links so nothing gets left behind in the move. You can make this easier by ensuring you have a comprehensive content migration plan in place.

Rick Bodey, CMO and partner at digital marketing agency Ezzey, is blunt when he talks about the importance of protecting your best content. As Bodey explains: “Content is king, and Google is blind. Every piece of content on your website needs to be evaluated and migrated or removed entirely. The main reason people are seeing a huge, sometimes temporary, drop in traffic is because their core content has changed and Google is trying to figure out where to be online again.”

To start the process, create a spreadsheet of all your current websites and find out which ones are earning the most traffic. You can then work with your website designer to seamlessly move these pages when your new website is published. This way, you will be less likely to see a big drop in traffic.

Mistake 2: Not prioritizing website maintenance.

Regardless of whether you’re about to embark on a major website facelift, you need to maintain your website. It’s not a “set it and forget it” part of your tool kit. On the contrary, your website should grow and develop continuously, especially if you update it with new blog posts or product pages.

Routine maintenance can also help you identify issues like the dreaded slow loading page. How slow is too slow? Business.com reports that most consumers won’t stay longer than three seconds when viewing websites on their devices. Consequently, you want to improve your page’s loading speed so that you have the best chance of making a strong first impression.

As part of maintaining your website, Casey Rowland, director of marketing for Newfold Digital, recommends checking for broken links. Although the process may sound difficult, Rowland explains that it is quite simple. “Finding broken links is actually easier than you might think,” he writes. “There are many free tools available that automatically check websites for broken links, such as Google Search Console (which offers many other useful features to boot).” In other words, there’s no need to have a site filled with 404 errors when these simple tools exist to help your site stay in top condition.

Mistake 3: Using Facebook instead of a website.

Have you entertained the idea of ​​having your Facebook business page act as your company website? You are not alone, but you are in the minority. A survey by Top Design Firms shows that 27% of organizations do not have a website.

This may seem like a cost-effective way to save money, but it loses money in the long run. Why? Your Facebook page gets SEO power for Facebook, not for your business. Sure, you might get some traffic, but you’ll have to work extra hard for less results. Also, you don’t have all the benefits that a website provides. These include the ability to have a blog, run your e-commerce business your way, and guide visitors through pre-planned journeys designed to turn them into customers or clients.

Unless you have all the business you can handle, get a URL. Then find someone to help you design a website. Alternatively, you may feel comfortable making a very simple one yourself. Either way, you’ll be better off with a website that’s unique to your business.

Mistake 4: Not checking your website on a variety of devices.

Today, most consumers take an omnichannel approach to discovering, researching and supporting brands. McKinsey figures show that a third of shoppers routinely engage in omnichannel shopping routes. And the younger your target market generation, the more likely they are to use multiple devices, channels and platforms before providing you with financial or personal information.

You’ve probably taken an omnichannel route yourself. Maybe you saw an ad for a product while watching your favorite show on Peacock. You typed the product name into your phone and did some digging. Then you forgot all about it when your show came back on. The next day, you remembered the product again and decided to hop on your desktop to see the website you were viewing on mobile. But what happens if the website seems clumsy or looks weird? Suddenly you’re less enthralled and more irritated.

Your website needs to look good on all browsers, no matter what. Do some due diligence and pull up all your pages on a variety of devices. If you have hundreds of pages, start with the best performing ones first because those are the ones that get you the most eyeballs. It’s important to know what others are seeing so you can fix any issues before they derail your brand image.

The website you reveal to the public acts as your digital storefront, for better or for worse. Just make sure it’s always for the better by keeping it up to date and making sure your content is easily digestible on multiple devices. Your consumers will thank you, and your business can rest easy knowing that their website is performing at peak performance.

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