The goal for most Australian websites (besides e-commerce and some not-for-profit ones) is to generate business leads. How many times have you visited a website, and found it difficult to use, or to get in touch with the business? Plenty of times, I would suggest.
When I look at Australian business websites, I see the same mistakes being made over and over again, reducing the chance of success. The secret to website success is encouraging contact, and lowering barriers to interaction. Here are five issues I regularly see – how many mistakes is your website making?
More and more web users are using mobile devices. This graph by Stats Counter shows in June 2019, more than 39% of Australians were using a mobile device to surf the web. In 2019, if you don’t have a mobile friendly website, you’re turning away a very large percentage of your potential customers.
If your website buries your contact details just on your contact page, you are missing opportunities. Include your phone or email on every page of your website! Make sure your contact details are prominent on your homepage and many other pages; this makes it easy for visitors to get in touch with you. Many websites include a short contact form on their key pages – and they benefit from increased enquiries as a result!
The search giant has a great tool, called Google Search Console, which makes it easier to ensure your website can be found in search results. It’s free to add your website, and search console provides a great amount of detail and suggestions on where to improve your website. This article explains how to best use Google Search Console.
Nobody likes filling in complex paper forms, and the same applies online. You should only ask the bare amount of information you need to, in order to respond to that enquiry. Avoid asking for postal address, phone number, ABN, employment position and other fields unless you really need them. The less form fields, the better.
Every website should have a purpose – it could be lead generation, sales for e-commerce, file downloads. No matter your intended goal, you should make it easier for visitors by asking them to perform actions. For example, instead of just writing your phone number, add the words ‘Get in touch today!’ and watch calls increase as a result.
Now it’s time for you to take a look at your own website. Spot any of the issues mentioned above? Most of them can easily be remedied using your content management system yourself, without any cost or lots of effort. Fix these five mistakes holding your website back from success.
Lauren Clark is a content marketing assistant at Bam Creative, a highly regarded Perth digital marketing company. When not reviewing websites, Lauren can be found reading, writing about digital marketing or occasionally taking short trips down south.
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