Big website mistakes costing you conversions and sales

There’s no shortage of well-meaning website advice out there, but it’s easy to get lost in endless analysis of the latest technology, trends, and tactics. 

Now the good news: trends go on changing, but principles of effective marketing stay mostly the same. Why? Because marketing is for humans, and deep down we don’t change much. 

So if you want to get more from your website, you just need to avoid a handful of critical mistakes. Fix even a few items on the list below, and you’ll turn more browsers into buyers.

Mistake #1: Your website doesn’t have a short, descriptive headline.  

The fix: Make it so easy a caveman can understand it. 

This seems obvious, but it’s easy to overlook. The top section of your home page is prime real estate. Every pixel deserves careful consideration. A lot of websites don’t have a proper headline at all. Some just display their company name. Others have headlines that try to be clever but end up confusing visitors. 

Help prospects save precious brain power by telling them who you are and what you do. Keep your headline short and concrete: “Eco-friendly homes for growing families,” “Reliable pool repair you can trust,” “Expert property management solutions.” Your visitor is ready to tap the back button the second your page loads. They want to know how you can help them solve their problem in a matter of seconds. So tell them! 

When it comes to your home page headline, simple and descriptive wins.

Mistake #2: Your website doesn’t have a clear call to action.

The fix: Tell your visitor what to do next. 

A call to action (or CTA in marketing speak) is a prompt that moves your website visitor one step closer to a sale: “Get a quote,” “Book a consultation,” “Start your project.” If you’re not using CTAs, you’re missing conversion opportunities. People need to know what to do, so remind them. 

Place the CTA in the top right corner of your website, and put it on every page. Distribute it down your pages, and give it enough visual contrast to stand out. It’s helpful to start a CTA with a verb: “Get,” “Book,” “Download.” You can vary the phrasing from button to button so it doesn’t feel too repetitive. 

People have limited time and attention, so make their next step a no-brainer with clear, abundant calls to action.

Mistake #3: You’re not collecting emails on your website.  

The fix: Give away valuable info in exchange for email addresses. 

Email is a vital, direct connection to your prospects. So ask for their email, then give them something useful in exchange. You can do this by offering a lead-generating PDF that adds instant value. Some ideas: “Three questions every new home buyer must ask their builder,” “Ten tips for maintaining your pool year-round,” “How to choose the right property manager for your rental.” 

Offering lead-generating info is a win-win:

• It resolves a problem or knowledge gap. 
• It shows empathy and expertise. 
• It indicates the prospect’s buying intent. 
• It opens a direct line of communication. 

An email address is worth around $10, so deliver at least a Hamilton’s worth of value with your content. 

So take time to craft a quality lead generator to build trust with your prospects, and grow your email list in the process.

Mistake #4: Your website doesn’t feature testimonials.  

The fix: Collect and display reviews from happy clients.

Building trust online is hard. Featuring testimonials builds social proof that disarms the skeptic in each of your visitors. Ask your happy clients to write a paragraph about how your services met a specific need or eliminated a big problem. Post true stories showing your product or service making a customer’s life better. Keep it real and relatable. 

Ask your customer if they’re OK with you editing their testimonial for brevity. Edit your version, and get their signoff before publishing. You can also spend a few minutes interviewing them and crafting the testimonial yourself before getting final approval. Including their name and a photo raises credibility, but always get permission and respect your customer’s privacy. 

By featuring thoughtfully-crafted testimonials, you’re building trust and credibility while keeping the spotlight on your customers.

Mistake #5: Your website talks too much about how great your company is.  

The fix: Empathize with your visitors and show them a brighter future.

The person on your website believes you may be the right professional to solve their problem. This is rarely the time to highlight the founding of your company and its many awards. 

Let your prospect know you understand their pain, then paint a picture of an ideal future: “To the big companies you’re a number, but to us you’re family,” “Sick of unreliable pool service? We’re here to provide consistent quality,” “Growing families need safe, harmonious homes. That’s what we build.” 

Articulating your value and explaining how you uniquely solve the problem is a great way to talk about yourself, because it’s in service to your customer. In fact, you should always look for ways to demonstrate how you address your buyer’s problem. 

Demonstrating you understand your client's fears and aspirations shows empathy and builds a strong emotional bond as you nurture the relationship toward a sale.

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