Below is the third article in our $150 competition sponsored by BizSugar.com. It's submitted by Andy of Travel Online Partners. Good luck to everyone who contributed an article!
Do you feel like your website and online presence is just “another nuisance” to your day? Feel like you’re just wasting your time with online technology? If so, check out these common mistakes businesses make online – if your online presence is flailing, it might be because your customers just don’t like you.
You don’t tell them what you do
If a potential customer isn’t able to discern in 10-15 seconds what it is that you do exactly, they’ll quickly gaze over and move on. This is of utmost importance on your homepage, but via search engines new customers can arrive on any page. So be sure that on every page of your website, you at least briefly explain who you are and make further information easily accessible. A clear strapline or slogan in the header as well as an easily placed “About Us” usually does the trick.
You don’t tell them why
Remember the old saying what’s in it for me? It is still a vital marketing tool and many websites fail to answer this question. Whether it is features or benefits, make it clear why customers should take advantage of what you have to offer. Will it save them money, make them money, improve their life, or just make them feel good? Don’t be afraid to spell it out; a “Why Us” or a “What It Will Do for You” is a completely appropriate headline section to any sales page.
You show off too much flash and bling
Nobody likes a show off, and your online customers are no exception. With lots of fancy graphics and spinning widgets, your true message will be lost. I’m not saying your website shouldn’t be slick, professional, and attractive. But stop and think: does your “add-ons” actually add value or just add to the noise?
You don’t tell them how
Do all of your web pages tell customers what to do next? So many blog articles leave folk wondering how they get more. Your content is there to draw customers in, so after you’ve done a smashing job of telling them a story or giving them information, offer up the next action. Make it super clear; yes - that means big, colourful buttons that say “Buy Now” or “Click Here to Check Availability.” Online customers like to be told what to do, so tell ‘em!
You don’t understand them
Website copy must be directly targeted to your ideal customer; write for everybody and nobody will listen. Write for a special someone and they’ll take notice. You need to know if your customers need jargon explained, if they respect complex and thoughtful topics, or if they’re more visual people. Picture one of your ideal customers in the room and read your web content aloud – would that single individual person be interested?
You tell them to go to your competitors
I never understood why small businesses put advertisements for other products on their website. The worst is Google Adsense – those contextual ads are usually for your competition! You should never place advertisements on your website unless you will make more money from the sale than you would by selling your own products and services. Instead of that lame affiliate ad in the sidebar, why not have a great banner ad for your highest margin product?
Photo credit: Zach Klein
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Thanks for the opportunity to share some thoughts with your readers! Really enjoyed it.
Andy,
Good, real world advice. And you’re right about Adsense. Duh, I had never even considered that truism…
Good luck on the contest!
George
Hey George -
Nice to see you over here too! Thanks, glad you enjoyed the article.
Andy
Yes I agree that having AdSense on your site can be a real sales killer. Why lead someone away from your site for a few cents when you can instead keep them on your site for a greater chance at a bigger sale? If you do insist on using AdSense on your site, at least take the time to block the ads of direct competitors.
There is a lot of ways to become a real pain in the neck for your clients. Too offensive strategy in marketing is one of the most common mistakes done by the beginners. Creating a flood of commercial will do nothing good, it can only annoy so, that is not the proper way to create your own economical empire.
Good explanation about the online customers. Advertisements for other products aren’t good for business site otherwise visitors jump out to other site.
Probably given reasons truly responsible for hate of online visitors. online visitors also wise as compare to us or more wise than us, we need to supply then true and accurate, some times blogs running for merely business that makes visitors more frustrating.
so many websites are not geared towards the customer, too many fields on the forms, navagation un easy to find, Music flash and everything from 90’s web design
I think that one thing that people hate the most is when you give them something that they don’t want to. The trick is to tell them that they need that special thing that only you have. Without making them believe in your unique abilities the business won’t grow a lot.