3 Common Website Mistakes – By Travis Glenn

by Jenae Reid on May 15, 2017

Website optimization has been a focus for affiliates since the early days of affiliate marketing. However, we can still miss the mark when creating blogs, ecommerce stores, and business websites.FeedFront issue 38 cover

Most of the sites you see on a day-to-day basis would benefit greatly from an optimization-focused update. Below we will look at a few of the most common mistakes, and how we can fix them.

Mistake 1: Too many words.

Many of us make the mistake of being too wordy on our websites. We assume that anyone viewing our site needs to know dozens of facts about our business, products, and services. Many sites have more than 1,000 words on their homepage.

Think about it from the perspective of a potential customer. Do you think that visitor wants to spend 10 minutes scrolling and reading the multi-page, dozen plus paragraph masterpiece that you wrote? Or do you think they are probably busy people, with a short attention span, and that they are looking to scan headings and keywords to find out if your product matches their needs?

The fix: Keep it brief. Write and rewrite your homepage content until it sums up exactly what your business is, and how your product benefits the potential customer. On average, you should be able to communicate this in less than 20 words above the fold, and likely less than 100 words on the entire length of your homepage.

Mistake 2: Big fancy words.

When you’re an expert in something, it’s easy to think about complex concepts in your area of expertise as commonplace. You might use jargon, or overly technical terms that can leave your audience lost. Nothing sends potential customers into the arms of your competitors faster than making them feel lost and confused.

The fix: Keep it simple. Write to a middle school level. Customers care much more about the actual problem your product or service solves than they do about boring specifications. There is always a simple way to explain the benefit the reader can get from doing business with your company.

Mistake 3: No prominent call to action.

With very few exceptions, websites need a call to action. If your site is cluttered with text, links, navigation bar buttons, and images, it can overwhelm site visitors.

The fix: Make sure there is at least one primary call to action on your homepage, and that it is displayed above the fold. Many modern sites utilize a navigation bar, and having a contrasting colored call to action slapped right on the top right of that bar works great for both desktop and mobile users.

By considering the above points, and thinking of things from a customer-first perspective, you can greatly improve the look and feel of your site. Spending time optimizing your site can lead to huge increases in converting browsers into customers.

 

Social Media Marketer and Biz Dev Director at the PeerFly Affiliate Network. Twitter: @travispeerfly

This article appeared in issue 38 of FeedFront Magazine, which was published in April 2017. https://issuu.com/affiliatesummit/docs/feedfront-38

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