There are a lot of moving parts that need to be working together in perfect harmony in order to have a successful online presence, and at the heart of those parts is your website. Keeping your website up to date and optimizing it properly will have a positive impact on user experience and the amount of traffic you see to your website. If you’ve seen a dip in your traffic or haven’t seen any increases in traffic, conversions, or time spent on your website, it could be because you’re making a few mistakes. But don’t fret, below are common website mistakes that are easily avoidable and can be fixed quick!
1. Missing Clear Calls to Action
When creating pages, there should always be a goal in mind and a clear idea of what you want the user to do. Whether it’s to call, fill out a contact form, purchase an item, or watch a video, you want your calls to action to be clear and noticeable on all pages of your website.
2. Lack of Content
A lack of content on a website can be detrimental to both your organic rankings and your users, which is something you don’t want. When creating content for your website you’ll want to start with pages for each of the services/products you offer in addition to any and all details the user might need before contacting you for the given service. This is your time to shine! Tell the user why you’re the best fit for the job, back it up with reviews, and answer any frequently asked questions.
Create content to build awareness, tap into user consideration and purchase, and utilize blog posts for user retention.
3. Under-Utilized Testimonials
When it comes down to it, testimonials on thid-party sites such as Yelp, Google, or Tripadvisor tend to be more trustworthy than those on a testimonials page on a website. With that being said, testimonials on your website can still be beneficial, you just want to utilize them better.
The best way to benefit from testimonials on your website is to pair individual testimonials with appropriate content. If a testimonial is about a service you provided in a specific area, add it to that service area page. If the testimonial is referencing a specific product, add it to that product page. In addition to pairing testimonials with the appropriate content, adding schema to the testimonials will help search engines pull this information into your rankings.
4. HTTPS Migration Duplication
When a site is migrated to HTTPS, there is a potential for site duplication, which will confuse search engines and negatively impact your search rankings. By setting up a 301 redirect from the HTTP version of your website to the HTTPS version, you are able to prevent any unintentional duplications. By running regular site crawls through Google Webmaster Tools, you’ll be able to catch these duplications before you are penalized.
5. Poor Internal Linking and Site Structure
Without proper structure on your website, users will have a difficult time finding the information they leave, which can cause the user to spend less time on your site and reduce the amount of leads you receive. Having your important pages (about, contact, service area(s), service pages) linked to your main navigation menu will help with user experience.
Another way to help users find these important pages is to be smart about internal linking. Only link the pages that make the most sense to the copy you are linking them to. Internal linking will not only help users find these pages but it will also increase time on site and decrease the bounce rate.