mistake - Mobiloitte Blog

5 Common Website Mistakes That Can Cost Your Business And Bring It Back To Stone Age

Being an end to end website and web platform developer we have decided to go the extra mile for our clients since our inception. This means that our task was never to build a website. Our task was to build a website that serves a purpose and generate leads. There is a huge difference between the former and the latter type of website and we have encountered thousands of websites such as we would never dare to deliver to our clients.

When we speak about common mistakes we run on most of the websites we start to work on, we can categorize them in 5 global categories. Hope your website does not belong within any one of them. Here they are:

1. Trying to say too much!

This is not done on purpose. This is done out of fear. Fear that something might not be mentioned; fear that this one small thing or service the prospect might want to see you doing might not be mentioned on the website and on the Home Page.

The result?

Stuffed, messy and non intuitive website that distract and dilute the experience leaving us uncertain what is your core specialization and what are you all about. Have a look at this example:

synapse-india - Mobiloitte Blog

Old fashioned web design inconsistent branding and barely noticeable call for action (request for proposal). Here it seems that Synapse India expects the prospect to request a quote based on the essay that is written own the central part of the page with a font that is barely visible. To conclude – attempt to say everything results with nebulous web paths that will not lead the prospect towards the desired action and old fashioned design that looks like it hasn’t been refreshed for a decade.

2.   No value proposition

The purpose of your website remains one and one only – generate leads. Your value proposition must be clear and the prospect must know immediately what he/she can get from you. Take a look at this:

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Best websites will never welcome you with this sort of question. Best website will tell you exactly what the company can do for you and will not leave the answer to the wisdom of the prospect. You are unclear why you are here and you want me to figure it out? Are you serious ?

3.    Me Me Me Me  …. and Me

So many websites out there are self centered talking about themselves, their accolades, achievements, certifications. They turn themselves into another version of the corporate brochure and give no way for the prospect to obtain value. Have a look at this:

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Best websites are not self-centered. Instead of talking about themselves constantly they find a way to provide value for the prospect and push valuable content and information for his benefit. They deliver whitepapers, seminars, blog posts and videos and thus they position themselves as opinion leaders within their industry. Being too awesome or sweet, can lead to the opposite effect in the eye of the surfer.

4.    Lack of dynamic content and contextual addressing

Remember Amazon? Remember how after every surfing session it seems that you resume exactly where you stopped in your previous web session? If today you were searching for Dan Browne books, tomorrow you are presented with Inferno, Dan Brown’s latest novel among the list of books recommended for you.

That is called contextual addressing and it is entirely possible through a set of unsophisticated web technologies that follow and register user’s behavior on your website and personalize his experience on your website during his next session. Contextual addressing is the next logical evolution stage of the One size fits All approach that is still typical for more than 80% of the websites today. Even the big names seem to miss that. Have a better look here:

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The purpose of contextual addressing is to show our clients that we try to know them and respect their time in any phase of the buying cycle. Personalize their experience. If you need assistance on this contact us.

5.    No mobile version of your website

Although this has been spoken about for a longer time, still many companies do not prefer to take it very seriously and present a responsive version of their website. Here is a fact that could make you reconsider this – By 2014 most consumers will have access to Internet from smartphone rather than PC (Hubspot). Another study by MarginMedia found that 48% of users say that whenever they ran on a website that is not performing well on mobile platform they take it as an indication that the business is simply not caring enough. If this is not compelling enough than have a look at the remaining highlights from the same study:

  • 76% of users want to easily find out the location and operating hours of your business
  • 78% of users want to be able to find what they’re looking for on your site within one or two clicks – no more. They also want a search bar which is easy to find and use
  • 69% of users want mobile sites to have bigger buttons
  • 74% of users still want the option to go to the full, non-mobile website to be available
  • 76% want mobile pages to fit their screen better. 64% only want to have to scroll up and down without the need to also scroll left to right

A beautiful mobile story that I would always want to take as an example is Domino’s mobile optimized website that highlights the features and functionalities the user needs the most, almost completely ignoring the rest of the website:

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Everything I would need is just a click away and probably by a click more or two I will also have my preferred pizza ready for checkout. All this in a manner of seconds and on the move. That is mobile optimized.

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