3 Fatal Website Mistakes and How To Avoid Them

After working with countless websites over the years we've found there are 3 critical mistakes that business owners make with their websites. The real tragedy -- most business owners are unaware of the real damage to their bottom line. More specifically, these errors cause new prospects to leave your site prematurely. Lost prospects means lost revenue.

Imagine how you would feel if you discovered one of your best employees was driving away customers? Disheartened, dismayed and a range of other emotions. Truth is, we see websites do it all the time. One of the most powerful tools for your company may be driving away prospects and customers without you even knowing it. It's tragic.

If prospects visit your website but never convert into new business it is probably one of these 3 reasons:

Mistake #1: There is a gap between your prospect's motivation and your website content

Generally speaking, most prospects for your business follow a similar pattern:

• They have a need and are motivated to find an answer


• They go to a search engine, enter some key phrases related to their need


• The search engine returns results based on its interpretation of their need


• The prospect clicks on a few links to see if that website offers what they’re looking for


• If they don't find it, they'll revise their search terms to be more specific and repeat the process

Notice, it all starts and ends with the CUSTOMER'S need and motivation. Most websites are build from the company's perspective, not your customer's creating a gap between what the prospect wants and what your site offers.

Once they land on your website, if they don't find what they are looking for they will leave quickly. This is called the "bounce rate" for websites. A high bounce rate means most visitors bounce off your site because they did not find it relevant to their search needs.


The Remedy

Your primary goal should be to satisfy the motivation of your website visitors.

• Start thinking like your customers. Put yourself in their shoes. Redesign your website from their perspective.


• Populate your website with relevant content. It takes time and a lot of work but it will be worth it in the long run.


• Install a 'quick search' feature in plain sight for prospects to find information quickly. It also allows you to capture customer inquiries and determine prospect motivation.


• Optimize your web pages so you can be found when prospects need you.

Mistake #2: Your site does not communicate any compelling reason for prospects to contact you

Imagine if a new prospect approached your top salesperson and expressed a need for your product or service. Then imagine your top salesperson handing them a business card, walking away, hardly saying a word. That is same interaction offered by most websites.

In reality your salesperson would engage them in conversation, find out more about their needs, qualify them, and persuasively communicate how your company can meet their needs. Good sales people are excellent communicators and know how to engage prospects. Your website should be your best salesperson.

Prospects want to buy, however, they come with fears and objections. The company whose website communicates in an interactive way, relieves their fear and addresses their objections, wins their business.

The Remedy

• Anticipate the objections and fears your prospects carry and address them on your website. Whitepapers, articles, interactive video - these are all great tools to use.


• Highlight the unique value of your company throughout your entire website. Clearly communicate your value and ability to meet their needs.


• Integrate a clear and persuasive 'call-to-action' in as many areas on your website as possible



Mistake #3: The focus of your website is too broad

Too many websites are trying to be all things to all people. After all, casting the net wide has the potential to gather more customers, right? Actually, what you get is a generic marketing message that has little impact on anyone.

Peter Drucker once wrote,


"Any time I have seen someone accomplishing something magnificent, they have been a monomaniac with a mission. A single-minded individual with a passion."



Your website should focus on reaching your most profitable customers. Have you defined who that is? What do you know about them? Some basic questions to ask are, "What is the age range of the customer who wants my product or service?", "Which gender would be more interested in this product or service?", "What is the income level of my potential customers?", "What is their marital or family status?"

The Remedy


• Clearly define the target audience that will yield you the most return. Design specific sections of your website around them.


• Create specific marketing campaigns and collateral that appeal to your target audience. Then direct all traffic to those specific sections of your website - NOT YOUR HOMEPAGE


• Test, test, and test some more. Using the right analytics, testing will help you optimize your landing pages, editing your email messages, and create the right headlines that will convert your target audience to paying customers.

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