You want your website to drive leads and sales, but for some reason it’s not doing either. It looks really pretty and everyone in the office thinks it’s great. So what’s going on? Some of the worst websites are created out of love; they are a classic example of being too close to the subject matter. The following are the 3 biggest web flubs and what you can do to whip your web into lead-generating shape.
1. Not stating what you do
OK, so if you’re Microsoft, Apple, or HP you probably can skip this one. But if you haven’t built that level of brand recognition, you need to state what you do very clearly, front and center, on the home page. Don’t make your visitor dig through every single product and service page to try to piece it together on his own. He won’t bother.
To craft your statement, use this formula:
(Company name) (makes/provides) (products/solutions) (that deliver) (concrete benefits)
“Widget Wizard makes high-tensile steel widgets that perform under pressure so you spend less time replacing widgets and more time producing products.”
Not good for cocktail parties, not good for B2B websites. A page chock full of dense text is a real turn-off to a web reader. Concise information broken into short paragraphs with sub-heads and bulleted lists is ideal. If you have a lot of technical details and documentation, put it in a white paper, solution brief or case study – and link out to it from the web page.
3. No call to action
What do you (realistically) want your prospect to do when they visit your website? This is important, so don’t just say “pick up the phone and make a huge order – of course!” Do you want them to schedule a live demo? Download a white paper? Sign up for your newsletter? Give your prospects just enough information to get them to the next step, then make it REALLY EASY for them to take it. A large, eye-catching button with a message that says “Click here for…..” is great at converting visitors to leads.
What do YOU think are the biggest website mistakes?
Are the worst website mistakes usually related to design or copy?
About the author: Kate Headen Waddell is a strategic copywriter specializing in web copy, white papers, case studies, blogging and other B2B marketing tools. You can visit her website at www.smartb2bmarcom.com.