Building your brand is a critical part of any online small business campaign, and vital to your company’s relevance. Web users that visit your website want to find answers to their questions and find the important aspect of interaction that can build your brand and drive up your conversion rate and sales.
When it comes to building your online presence and your corporate brand, there’s a few pitfalls that must be avoided at all costs. Without the proper guidance and planning, you could lose revenue and future sales, harming the chances of your brand before it even begins.
Avoid this scenario by taking a look at some of the 6 most common mistakes committed by corporations and businesses when they are looking to make the jump online.
1. Not spending time defining detailed buyer personas
Many companies are in such a rush to meet deadlines and launch their brand, that they lose sight of the ultimate goal. Proper research of your target audience is a crucial step if you want to ensure maximum return on your efforts. When you focus on finishing your website without this information, you are putting the literal online carriage before the horse.
Several factors should be considered before you launch your website. If your target demographic is older, you may opt for larger font sizes perhaps, or if your target audience is younger you want to ensure that your website is responsive and fits on any device. Before launching your website, you will need to consider who you are trying to appeal to, and how best to create the best online experience possible.
2. Focused on design rather than usability
Flashy design and interactive elements are only good for your website if your users can find your services and products easily. This is one of the most common mistakes committed by companies looking to build their online presence. You want your users to find your products and services easily and quickly, and often times, you will find that design takes precedence. Your website should be easy to navigate and use, instead of focusing on the flashy features that look sexy or appealing.
Many of these graphically superior websites can also be slow to load or lack the responsive features that smart phone users need. Search engines are quickly taking mobile devices into account for their search engine result pages, so make sure your site is easy to use and looks great, no matter the platform.
3. Missing CTAs (What is a CTA?)
Allowing users to find your website is just half the battle, because you want to convert these visitors into sales or quantifiable results. If you are providing original content for your website but lack the proper call to action sentences and statements, you could be missing out on a huge chunk of your business. Writing impactful call to action sentences can spur your website visitors into action and drive up your conversion rate.
4. Doesn’t budget for on-going website design/development services
Building your brand online is rarely cheap, and when you choose an inferior designer or webmaster you may end up with something that you don’t want. This not only wastes time and money, but sets you back considerably. When you are considering the best website designer for your needs, take into account what your want done. Larger website designing and marketing companies may not be in tune with your product, and provide you with a site that’s not optimized for your use or your customers. Shop around and use your resources wisely to ensure maximum return on your dollar.
5. Forgets to keep content current
Search engines and your web visitors want and need fresh relevant content to keep your website ahead of the curve. When your website lacks this fresh and new content, your users may assume that you are out of business or not updating things on a regular basis. This can cause your search engine result pages to plummet and your web traffic to fall off. If you are operating a blog make sure to make occasional updates to you’re your content fresh and relevant.
6. Tries to design and build a website without professional help
Your online brand and website is the life blood of your business. If you lack the proper design experience and the website SEO expertise required, don’t try to take this task on by yourself.
You can save time and money by turning to the right webmaster and website developer to deliver the online website that your business deserves.
You will never have a second chance to make a first impression, so make sure to put your best foot forward on the journey to building a superior online brand. Make sure to find the right website marketing firm or designer to build the website that can drive your revenue streams upward and keep your company relevant not only today but tomorrow as well.