A professional website is another tool a company can use to attract new clients and build a solid online reputation.
Ideally, an effective website should have:
- A user-friendly interface;
- A user experience that easily converts visitors into leads;
- Well-defined objectives.
However, several common mistakes can occur during the design and development process that may significantly hinder its success. Here are the six most common ones:
1. Lack of Clear Call to Actions
One of the most critical mistakes in small/medium business websites is the absence of clear calls to action (CTAs). A perfect user experience should help the customer answer three key questions:
- "What can I do on this website?"
- "What path leads to conversion?"
- "How do I feel during navigation?"
A CTA is a prompt that guides the user toward the next step in their journey. Without clear CTAs, users may feel lost and unable to find what they are looking for. CTAs should be written with persuasive language and must be clear. There's no need for excessive creativity—clarity is key to guiding the user.
2. Not Using Tracking and Data Analysis Tools
Another significant error is the failure to analyze critical website usage data. Around 75% of small business websites do not use analytics tools to track performance. A website should be viewed as an investment, and one of the most critical steps to protect that investment is analyzing progress and measuring success. Tools like Google Analytics and Hotjar provide a comprehensive overview of how users interact with your website, offering valuable insights to improve your site or business.
3. Using the Wrong Brand Messaging
The message conveyed online and offline channels is a crucial success factor for leading brands and is becoming increasingly important for smaller businesses. What you communicate and how you do it is critical for websites, reflecting your brand's style and content. Your brand message should come from your company's values, and your website content must meet the needs of your identified target audience.
4. Poor Search Engine Optimization (SEO)
Well-written, optimized content is found organically by search engines, but there is no magic formula for securing top rankings on Google, nor does it happen overnight. Traditional SEO relied on keyword stuffing, shallow content, and random backlinks—today, those mistakes can lead to penalties and a loss of site authority. Search engine algorithms are much more intelligent, considering many factors when evaluating a site. Critical aspects of good SEO include:
- Focusing on long-tail keywords: these represent more natural language and are increasingly popular in search queries.
- Regularly publishing quality content: an outdated or inactive website won't engage new or returning users. The best way to consistently provide fresh, unique, and informative content is through a blog.
- Encouraging social engagement: small and medium-sized businesses can often connect more personally with customers than large corporations. Social media is a great way to nurture these relationships, reinforcing brand identity and service quality. Combining blog posts with social media sharing helps improve search engine rankings.
5. Contact Information Not Easily Visible
Users need to be able to contact your business quickly. It's common to see websites where contact details are hard to find, which is a significant mistake to avoid. Every user who visits your website could be a potential customer, so make sure contact information is easily accessible. You can even place your phone number or email in the header with a call to action to simplify the user's journey.
6. Non-Optimized Mobile Version
Users' impression of your website's design often depends on how it appears on mobile devices. With users constantly connected and mobile browsing surpassing desktop access, having a non-responsive or poorly optimized mobile website is seen as outdated and unprofessional. Supporting this, some statistics include:
- 40% of users visit a competitor's site after a poor mobile experience;
- 57% of users say they wouldn't recommend a business with a non-mobile-friendly website;
- 67% of users are more likely to purchase from a mobile-optimized site.
It is highly recommended that a website be responsive and mobile-optimized to provide an optimal user experience and receive approval from Google for better SEO.
By avoiding these mistakes, you can develop a website with an optimized user experience, secure good search engine rankings, and create an effective business tool for your company.
