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Do you make these common mistakes on your website?

May 23rd, 2011 by Colin Kennedy
The reason so many websites don't work well is because they fail to address the fundamental reason why people visit in the first place. Does your website make some or all of these common mistakes?
Wrong!
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When a person visits your company or organisation’s website, they’re looking for something – it could be goods or services, information, news, entertainment, ideas, solutions, hope…

The point is that they are there because they have a need or a want and they’re hoping that what they find on your website will help fill the hole.

Avoid alienating them and increase your chances of converting them - whether it’s into customers, subscribers or fans - by not making these common mistakes:

1. Don’t talk about yourself.
It’s not about you; it’s about them. Too many websites begin with the words: “Welcome, ABC Ltd was founded in 1873…” you get the point.

Instead, address the common needs or problems of your target market upfront i.e. “sore back keeping you up at night?”

2. Don’t be boring.
Good design and photos are just one part of the mix. The other is providing interesting, informative and engaging content. Be entertaining or controversial and always make a promise.

A good example of this is ‘Doubleyourdating.com’ which promises to tell visitors the secrets most men will never know about women.

3. Don’t go stale.
If the content on your website is more than a year old, it shows.

Cars, computers and most everything else are out of date almost as soon as they’re made, and the same applies to the content on your website.

It’s hard for people to take as credible any information or products that appear dated. Google doesn’t like it either.

One way to keep your website updated is to put a blog on the front page (there are various ways to do this), and to keep it fresh with new content at least once a month. That’s the bare minimum.

It may seem like a lot of work, but that’s the reality of the modern business environment and, of course, nobody ever got anywhere without hard work.

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About the author

Colin Kennedy's picture
Colin Kennedy
Iron Road Ltd
http://www.ironroad.co.nz

Colin Kennedy is a director of Iron Road Ltd, a marketing strategy and content marketing agency which specialises in helping clients engage their target markets, differentiate their brands and raise awareness.

A former journalist, sales manager, public relations consultant, copywriter and CEO (in the agricultural technology industry), Colin is also a professional speaker and an Auckland director for word of mouth referral organisation, Business Network International (BNI) New Zealand.

"Most buyers nowadays will research their buying decisions. They are also less trusting, cynical and turning off conventional advertising.

"The companies that provide buyers with the objective, truthful and information rich content they are seeking will earn trust and build a reputation for their expertise -- making them far more successful at converting new leads and retaining existing business.

"We help clients market with information. It's called content marketing."

Auckland