4 Epic Website Mistakes and How to Avoid Them

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You’ve spent months designing, developing and testing your new website. Countless hours, blood, sweat and, let’s face it, tears have gone into this project. You find yourself asking the following question: Is it ready to launch? 4 website mistakes how to avoid them

To help you answer this question I’ve compiled a list of four, easily remedied mistakes companies frequently make with their websites. Avoid these mistakes and and you’ll be generating tons of leads through your new website in no time!

1) Lacking a strong offer

The ultimate goal of your website should be to convert leads. This isn’t news, but you’d be amazed how many websites I come across every day with no strong call to action. The mistake here is that companies continue to rely on their “contact us” form to generate leads. This is hurting you!

To convert more leads, incentivize buyers to take the next step. You can do this a few different ways:

  • Free Demo
  • Free Trial
  • Free Webinars
  • Free Whitepapers

Notice the common denominator? The word Free.

Using a strong offer that compels prospects to get in touch will help strengthen your conversion rate.

2) Making it hard to convert

Look, I get it. Your sales team wants qualified leads. Who wouldn’t? The more qualified the prospect, the shorter their sales cycle and the closer your team member is to making their quota goals. It makes sense!

The mistake you’re making here? Not differentiating between marketing and sales.

Again, the ultimate goal of your website is to convert leads (how many times can I say this in one article?). To do this, you must build a site optimized to educate, engage and easily convert traffic. Though this begins with the call to action, it ends with your form.

A short form, no longer than 4-6 fields allows you to capture all the necessary information to follow up with a prospect – name, company, email, phone number.

All the additional information: job title, location, number of users, social security number (you laugh, but if your form is over 8 fields, you’re being equally as intrusive!) are not needed right off the bat. Unless you’re overwhelmed with leads, stop making it harder for the prospect to contact you.

Using long forms to qualify leads will inevitably deter promising prospects and hurt your conversion rates.

3) Using unnecessary stock photos

The right stock photo or image can be engaging. It helps a user create an association with your product or brand. That said, if not used properly, it easily becomes a distraction. Overloading on stock photos and icons often contributes to decreased conversion rates.

In one case study, a company’s elimination of meaningless stock photos led to a 106% increase in their conversion rate.

4) Failing to build trust

You’d be amazed how few companies use trust elements throughout their site. The mistake here is relying on visitors to click through to dedicated “testimonial” or “customer success stories” pages.

Trust elements- testimonials and client logos- can help to alleviate buyer anxiety. They reassure prospects that others have not only purchased your product, but benefited from its use.

The goal is to spread trust elements strategically throughout your site. We recommend placing them on your homepage and within proximity to your conversion path. In one case study conducted by ContentVerve.com, conversion rates increased by 64.53% when testimonials were moved closer to their strong offer.

Now it’s your turn

Are you making any of the mistakes from this list? Do you have a plan to test changes? What other mistakes have you seen sink company website redesigns?

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About the Author

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Kara Dawson

As a Marketing Advisor at Capterra, Kara serves as an outside marketing consultant for nearly 300 of our B2B software companies.

Comments

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Great article and good reminder about the length of forms. I would add to the list to include credibility indicators on your landing page – i.e. BBB logo, awards, certifications.

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