Thinking about a new company website in 2014? If you expect 21st Century results – like potential customers and clients finding your company on the Internet – avoid these five big blunders that will sabotage your website.
You spent too much
You’ve spent $15,000 on a website, which seems quite reasonable compared to the $25,000 you probably spent a decade ago. And after that kind of cash outlay, you’re going to lay low on your marketing spend because you can’t afford anything else. Unless you are a large corporation with multiple locations, have the need for exceedingly secure purchasing transactions or more money to spend than what you know what to do with, the need for a $15,000 or even $10,000 website is questionable. A website professional who is familiar with one of many content management platforms (WordPress or Joomla are both good ones) can create something both amazing and functional for a fraction of that cost. Building a beautiful website and not doing anything with it (like a marketing strategy that includes back links from your social media site, other industry partners, blogs, etc.) is like buying a luxury car and leaving it in the garage – you really don’t reap the rewards and no one knows you have it. You must budget for a marketing effort that will drive folks to the site. Yes, if built properly, as detailed below, you will receive organic searches through Google and other search engines. But businesses need to be cognizant of driving traffic to that site through measurable marketing program.
You didn’t spend enough
(aka, “Your nephew developed your website during his spring break.”)
Not that there’s anything wrong with your nephew or his technological prowess. However, it’s highly unlikely he’s creating a website that is in line with your measurable objectives of success for your business. There’s a big gap between, “This is cool” and “I generated 50 percent of my business from my website.” While a student is capable of building a website, it’s doubtful that it will be cost effective in the long run.
What is SEO again?
Search Engine Optimization (SEO) is the way in which websites are detected by search engines (like Google, Bing and YouTube) and placed “in order.” So if someone is searching for “widget maker Carmel Indiana,” they are provided a list of closest results. Typically, those companies landing closest to the top have the best chance of attracting potential customers.
The best way to achieve this goal is to 1) do keyword research before creating your website 2) create specific website titles and meta descriptions and 3) (really important!) regularly update the content of your website with blogs and social media interaction.
Laymen’s translation: When you look at your “about” page on your website, the URL at the top shouldn’t say, www.widget.com/about … It should say something that describes your company (that the search engines can find) like, www.widget.com/custom-widget-production-carmel. Likewise with your meta descriptions – these should be filled in with unique, page specific info. Confused? Theoretically, this is why you are going to hire a professional to do this; but if your professional tells you it’s not needed, get a new professional. And don’t fall prey to random solicitations of companies promising a front-page ranking!
Mobile, shmobile … really, who uses their phone to look at my website?
According to a Pew 2012 survey, 31 percent of mobile Internet users mostly go online using cell phones; and mobile traffic is estimated to increase by 3.5 percent per month. The good news: You don’t have to have a whole separate mobile site built! Using a platform like WordPress or Joomla, a mobile plug in is as easy as a flip of a little (free) button.
You’re an Internet Tease
You don’t want a lot of information on your site — you want potential customers to contact you. Just tease them with some superficial information, make them download even more superficial white papers to get the information they seek, and then put their contact information in a database so you can send them incessant emails until they unsubscribe.
You know better than this, right? This just isn’t the way folks want to engage with companies any more. They are looking for valid content and information — and so, by the way, are the search engines. Regularly updated informational content — including case studies, white papers, blogs and videos — are the way to attract customers. And remember, the content needs to be informational, not just pushing your products!