We live in a digital era, and the internet plays an essential role in a business’s success or failure. A presence on the internet is critical for Phoenix business owners if they want to be discovered in a sea of options. A website is how a business gets discovered online. If the internet is a vast ocean of content, your website is a lighthouse leading customers to your business. The look and functionality of your website play a crucial role in helping customers find your site, stay on your site, and use it to order your products or services. A poorly developed website can cause your business to lose hundreds of thousands of dollars depending on the industry you operate in and the size and scale of your company. A vast majority of Phoenix business owners know that a website is an essential tool for their company. However, many Phoenix business owners create websites that struggle to convert impressions into customers. All websites are not created equal, and a poor-performing one will have customers clicking out as fast as their browser will let them. Here are four of the biggest website mistakes Phoenix business owners make when creating their websites.
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Wow factor over functionality
The internet is a massive place, and when a business has so much competition, it makes sense to want a website that really stands out and makes the customer go, “Wow!” However, doing this at the expense of functionality isn’t good. Business owners will opt for lots of movement on their website, such as text firing in or graphics that pop up everywhere. Business owners think that a “cool” website means they will convert more business from it, but it hurts them because people get lost and distracted by all the extra features and moving graphics you add. Websites that convert are clean and straightforward. They have a clear and concise message, phone number on the top right, logo on the top left, and simple navigation. This means giving customers a few choices to get them where they need to go. If you are a restaurant owner, you want your menu to be one click away. If you are a plumber, you want your services one click away. Don’t make website visitors click on multiple links to learn about your product or give you a call. If you do this, they will leave your site and find a competitor with a more navigable site.
Hiding premium products
This is a common issue with businesses that have an e-commerce aspect to their website. A business owner has this great product that sells well, and they hide it on their website. Don’t take your customers on a journey of multiple clicks and pages just to find your best-selling product. Showcase your best products and make it possible to buy them one click away. If you sell ten widgets to every ball, you want to promote the widgets. If you have a service, you want customers to be able to book an appointment from the home page or “contact us” page. Know your top services and put them front and center on your website.
Using bad photos
Your website is an extension of your business, and when you use bad photos on it, customers notice and leave. Have a professional take the photos for your website. Photos should have good lighting, nice color, and be centered. Pictures should show the products you sell or services you provide. Professional pictures of your team are also a plus. They show customers who they are working with. A group photo showing the whole team together is also a plus.
Good photos make your product look appealing and show the competency of your team. A website with good images will draw more business.
A lack of beta testing
A website should undergo testing before it goes live, and many business owners hire web developers who don’t properly test a site before it goes live. The developer you hire should be testing your website by showing it to colleagues and people in the area. You need an eclectic group of people looking at and using the website to tell you what they like and don’t like. What works and what does not work. Look at the competition and see what is on their websites. Check what websites are getting the most traffic and figure out why they get that traffic. Know what your client base wants and compare that to what people are searching for online. Beta-test your website before going live.
A website is essential to running a successful company; developing a bad website will hurt your business. Create a functional website that uses good photos, showcases your premium products, and is beta-tested. Follow these steps to avoid the development mistakes Phoenix business owners frequently make.
Author: Steve Comer is the Owner of Split One Technologies, a Phoenix web development firm specializing in custom websites for business owners.
