Your website content is a crucial part of attracting and retaining customers. We’ve worked with several local small businesses in developing content for their websites to know that getting it wrong can be costly.
But let’s not make judgments here. We all make mistakes and probably still do sometimes. But that doesn’t mean we can’t improve our content strategies.
In this blog, we’re listing down some of the most common website content mistakes we’ve encountered in some of our website projects. Our goal is to provide you with an easy-to-understand framework on how you can improve your website content to keep potential customers coming and, eventually, convert.
#1 Not maintaining a blog
Sadly, so many blogs have not seen the light of day. Some were started but had been either put on hold for a long time or never properly maintained. We get that maintaining a blog involves a great deal of work. Really, who has time to blog?
But not having a blog means you lose traffic opportunities, inbound leads, social media connections, and the chance to rank in the most coveted page one of Google. So if you don’t have a blog, you’re basically nonexistent.
If you have started blogging but you’re not consistent yet, we encourage you to schedule a dedicated day and time in a week to get at least one or two blogs out. If your blog has been sitting on your to-do list for months, then it’s time to put it out there. If you need help with starting your blog, let us know and we’ll get that blog up and running in no time.
#2 Lack of content for all stages of the buyer’s journey
One thing we’ve noticed with some of our clients is that they are too focused on driving a purchase. No doubt, the ultimate goal of a website is to convert a customer. But there are other important stages in the journey, such as awareness, comparisons and retention, which is second-most important after purchase.
It is essential that you have pages that address each stage of the customer journey to keep them engaged with your brand. For the awareness stage, consider having a blog, infographics and e-books. For the comparison stage, include product reviews and video demos. For the retention stage, have newsletters, blogs about customer success stories and social media content. Lastly, for the purchase stage, have product pages, trial offers and discount coupons.
#3 Unclear call-to-action
You have a goal for every page of your website, and it’s important to make this goal obvious to your visitors. What do you want them to do next? What pages do you want them to visit after this? Is there anything you want them to download?
Calls-to-action don’t only make navigating your site easier for your customers; they also encourage visitors to explore your site and ultimately, learn more about your business.
#4 Not including pricing information
Many businesses purposely omit pricing details from their websites, especially if there isn’t a fixed price for their products or services. This is understandable. However, people are searching the web to compare prices from different companies before giving a call or submitting an enquiry. Not having any content with pricing information can mean a lost opportunity.
Sometimes, people get the notion that if a business isn’t transparent about its pricing, it’s likely that it charges more. Providing relevant pricing information can help your customers set expectations and help you establish trust with them.
We get that you’re protective of these types of information so your competitors don’t use it against you. But if you can provide at least more info on how you determine your prices for your products or services, even without the amount in dollars, this will already be helpful to your prospective customers.
#5 Jargonising your content
It’s great to be knowledgeable about your industry. But oftentimes, you don’t realise that you’re writing in a language your customers are not familiar with. This is the reason your customers get lost and find it difficult to connect with you.
When explaining what your business is all about, remember to kill the jargons and speak in real customer language. Tell them: What is the product/service? Why should you care about our company/or products/our services? How will our products/services make your life better?
#6 Content that is not locally relevant
If you are a local business, this is one thing you should never forget. The best content are those that matter to the local communities. People who live in Tweed Coasts want to know the best place to have their cars repaired. People are looking for a master plumber in Brisbane who can service their needs quickly.
When was the last time you did a website content checkup? If you haven’t, now is the best time to do so. Let us know how we can help!