In my experience in working with clients, reviewing and replacing older websites, and search engine optimization work and practice, I have found some common mistakes in websites that affect consumer confidence and performance. Here is my short list:
1. Poor use of navigation. The best place for navigation is the left side bar and then at the top under the banner. This is where research shows that clients will look to find site navigation. It is best to utilize this research when setting up a new site to make it easy for clients to find your pages.
2. Poor use of prime real estate. Eye tracking research shows that a prime spot for attention is the top right of the content block. This is an excellent place for a feature or highlight box. After viewing navigation scanning from the left column down and then across the page horizontally from left to right, the eye lingers in this prime spot. Make sure you are using it for your site’s benefit.
3. No address or phone number on the website. Ouch, are you trying to hide from customers? Make sure your address is on your website, you want people to have confidence that you are a real business. I recommend putting your phone number at the bottom of your page in the footer. More often than not, I will have someone on my site who picks up the phone to call and chat with me right then with my site open in front of them. In fact typically even my clients who find me by pay per click ads like to pick up the phone for the immediacy of response. Make sure you understand that this is how many prospects and clients will contact you and don’t make it hard for them to phone right when they want to.
4. No privacy policy on the website. Google is looking for this! If you are doing pay per click advertising, make sure you have one. If you are doing any kind of email marketing now or think that you will in the future, make sure that you have a privacy policy in place. You need to give visitors information on what you do with the information that they share with you either through a website contact or if they contact you directly by email.
5. No about page on the website. You may think that this information may be superfluous, but put yourself in the reader’s shoes. You really should take time to identify yourself, explain who you are and what your background is, who is on your team, and about the products and services you sell or offer. All this is a part of creating confidence and trust which are cornerstones to closing a sale.
All of the items on the above list are easy to implement and easy to correct. Now’s the time to take a very candid look at your own website through your customers’ and prospects’ eyes to see where you have areas of improvement.
