Is your website costing you clients? Recently I helped a client look for a local printer for her product labels I designed and I had heard good things about this one printer in town so I decided to look them up online. When I managed to find the contact page, I filled out the form with all of my printing inquires and hit ‘send’. A few days went by and I never heard from them, luckily the website had a number listed so when I called and spoke to them I mentioned that I had already emailed and they said they ‘never got it’. This got me thinking about websites and how they can end up costing you clients if you make some of these common mistakes.
Not on brand
This means your website isn’t consistent with your brand. You might have different fonts and colors all over the place, images or textures that are not relevant to your brand or dream client and your site in general doesn’t exude the “feeling” you want your brand to portray. (Hint, this can be solved very easily with a set of Brand Guidelines). If your website is inconsistent with your brand your clients will lose trust in your business.
Users are unclear about what you do and don’t know how to hire you
The first thing users see on your website should explain what you do/offer, this can be an image, a simple paragraph, bold headline or graphic. The next thing people should see is how to hire you or buy your product. For example, look at a screen shot from the Pacific Health Foods website below. The first thing you see is “Your local, organic market.”. This identifies what they do, next we have “Visit us at…” telling people how to buy from them. Make it as easy as possible for people understand what you do and how to buy from you.
Incorrect contact information
This may seem like a no-brainer but you would be at surprised the amount of businesses that have out of date contact information or contact forms that don’t work on their websites. Update any telephone numbers or emails and make sure to routinely test your built-in contact forms. Occasionally they can disconnect from your email leaving customer inquiries lost in internet space for the rest of eternity. Don’t lose business because of broken contact forms or out of date information.
Hands down the most important feature your website should have. According to Google more than ever people are using their mobile devices to search online, that means if your website is not mobile friendly users will be coming to your site, spending the whole time pinching and zooming all over the place and increasing the likelihood that they leave without buying your product or booking a service. A responsive design means your site will shrink down to the device that it’s being viewed on (see below), allowing the navigation to adapt and giving appropriate margins allowing for easy reading and happy user experience. Happy customers = happy business owner (that’s you!)
These are just four of the many mistakes that could be costing you clients. Download a checklist below to make sure your website is keeping customers happy and ready to give you their money!