Marketing Mishaps: Is Your Website Doing More Harm Than Good?

A website can be an incredibly powerful marketing tool, but there is also a risk that it can do more harm than good. Today, the average person spends more than 3 hours per day online, and we expect instant results and sites that engage and captivate us. If your website isn’t doing the business, you may find that you’re playing into your competitor’s hands. Here are some tips to help you turn things around.

Putting yourself in your customer’s shoes

If you already have a website up and running, take a few minutes to look at it through the eyes of a potential customer. Log on, explore, and have a notepad next to you. Write down any positive points and think about how you could improve the site. Does it load quickly? Does it look smart and professional? Are there any broken links or images that don’t display properly? Is it attractive to look at? Does it provide all the information you could possibly need? Think about what you look for when you’re browsing other websites and you’re shopping or trying to find out more about available services. If you do come across issues, you can work to rectify them and make your website better.


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Checking out the competition

To succeed in any business, you need to be able to beat the competition. It’s so important when you run a company to be aware of what others are doing or offering. Have a look at rival sites, get some ideas and think about how your website compares. Don’t copy other businesses, but make sure you are able to compete. If another company has got stunning visuals, interesting clips, and pages that link together seamlessly, this is going to be more appealing to a client than an amateur site that takes ages to load and contains pages adorned solely with blocks of text.

Making your site relevant

Your website should be a representation of your brand and an extension of your marketing campaign. By accessing the site, any potential customers should be able to find out exactly what you do, how you could benefit them and why they should choose you over others. The look of the site should complement your brand perfectly. Use as a guide for your business website to get your customers attention.

If you’re not completely happy with the aesthetics, consider drafting in expert help to create customized pages that work. If you’re a legal expert, look into agencies that have experience in law firm web design. If you own a chain of restaurants, enlist the help of an agency that has worked with restaurant owners in the past. Check out some portfolios, arrange meetings and opt for a company that promises to deliver bespoke solutions.


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Catering for your customer’s needs

It’s essential to make sure that your website caters for your customer and delivers on every level. It’s not enough to have a fantastic design. Your site also needs to give the customer the information they want and enable them to achieve the tasks they set out to complete online. If you offer interactive services like booking an appointment or you have online shopping features, make sure that the processes are simple and swift. You don’t want to lose a client because they can’t get the online reservation tool to work or they can’t find the information they need to help them decide which product to buy. It’s really useful to offer a live chat feature or an FAQ page. If you do encourage or invite visitors to make inquiries, make sure you respond promptly.

Promoting your website

Once you’ve rectified any issues, revamped the design and worked on creating a brilliant website that ticks all the boxes, the next job is to promote it. There’s no point in having the best looking site on the web if nobody can find it. Make sure you include the address on all your marketing materials and link your site to your social media pages. If people like clips or posts, they should be able to follow links to buy products or book services directly. You can also use SEO to enhance your online presence by climbing the search rankings. If you don’t already have a blog on your website, this is an excellent way of improving your SEO strategy. You can create interesting, informative posts that will help drive traffic to your web pages.


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A fantastic website can make the difference between success and failure in modern business. If your website is slow or dated or the pages don’t contain relevant information, now is the time to take steps to turn things around. Focus on the visual appeal of the pages, but remember that substance is as important as style.

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