Website Fundamentals - 6 Mistakes Users Can't Stand
There’s room for improvement on your website – we’re willing to bet our now defunct iPhones on it.
No matter how good it is, there’s a 99.9% chance you can squeeze a few more leads or sales out of your main business site or a landing page.
There’s probably even low-hanging fruit you can grab quickly.
The best place to start is with these six changes that give you major results for minor effort.
Add punch to your headline
If a prospect knew nothing about your company and landed on your site, would he know what you offer and exactly how he’d benefit?
Here’s a hint: If your headline is something like “Accounting software – revolutionized,” the answer is probably not.
Clearly, that shows you make accounting software. But lots of companies do that.
How is yours different? How can it help? Why’s it so valuable?
And in addition to clarity, you also want to add some punch.
Use strong adjectives in your headlines in addition to keywords (for SEO purposes) to describe the value of your product/service.
Example: “The easiest-to-use accounting software on the planet.”
Cut down on copy
You obviously have to explain your offer. But once you reach a certain point, your explanatory copy begins to have a negative effect.
That point is at about 100 words. If prospects have to read more than that, you’re making them work too hard.
Break up text
Even at 100 words, you’ve got to break copy up into bite-sized chunks.
Bullet points will make it all scannable and easy to digest.
We also encourage breaking text up into short, one-sentence paragraphs.
Move your CTA above the fold
First of all, if your site doesn’t have a call-to-action (CTA), make one.
Second, if it’s below the fold and prospects have to scroll down to see it, move it up.
When visitors don’t understand what they need to do, they leave. And they’re not going to scroll looking for directions.
Remove ‘click here’ or ‘go’ from CTA
One of the easiest ways to grab low-hanging clicks is to tweak your CTA copy.
Incentive-laden CTAs, like “Start Saving,” generate more clicks than basic phrases like “Click here” or “Go.”
Another idea: Use your CTA to assure prospects they don’t have to pay to take the next step.
Example: “Learn our secrets to success. No obligation.”
Add social media buttons
If you’ve got a Facebook, Twitter or LinkedIn account, link to them.
Reason: Chances are if people are “liking” or “following” you, they’re writing some nice stuff about you, too.
So why not give new visitors the chance to see it?
In fact, encourage it with a CTA like, “See what our customers are saying about us right now.”
Christian Schappel is an experience writer and editor for Progressive Business Publications. His work has been featured prominently in several Philadelphia-area newspapers, business publications and websites. Recently, Christian helped launch Customer Experience Insight as the site's Editor-in-Chief.