Most of the time, this is one of the ways a prospect learns about our company: he searches for a topic on Google; he stumbles upon your blog post; takes a look at your profile; sees a link to your business website; goes to your website; checks your services and about page; finds a way to contact your company.
And the rest is history.
In that scenario, the action happens in your business website. Now re-imagine that, only this time with a horrible business website. The scene makes a completely different turn, and instead of getting a lead, you drove away a potential client. That is how important your website is.
Nothing useful to take away
You shouldn’t assume that your website visitor is already buying a product or service, because sometimes, they’re just there to look around. So if all they see are quotes and packages, there’s really nothing for them to learn about other than the “selling” part. Give them something that would interest or engage them first.
Even if a viewer didn’t end up being a customer, the consolation would be to at least give him something to think about.
Outdated posts show how lazy you are
First of all, there’s really no point in starting a blog if you have no intention of maintaining it. When viewers notice your blog’s last post was more than a year ago, it tells them you have a tendency to start something you can’t finish. Or they also might think that to you, blogging is just a “for-the-sake-of-it” venture.
It’s either you take down an old blog or revive it. Do this before a high-quality prospect sees it and decides against considering your company for business.
Really boring imagery and design
Photos are meant to leave lasting effects on people who see them so that they can associate it with the content they’ve just read. That’s very difficult to achieve if you’re just going to settle with photos that you can see everywhere else. Try your hand in decent, authentic photography shots, ones that reflect your brand and portray your vision.
Content is all about you, you and you
Your website is for customers, not the business owner. Sure, it’s a tool to present your brand to them, but that doesn’t mean you only have to talk about your products and services all the time. Allot more space for sharing your thoughts on their situation, and show them that as business, you care.
This content originally appeared at B2B Online Marketing: If your website flops, so will your business
