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7 Mistakes that Result in a Failed Website

Tuesday - October 15th, 2013

Written by: Tristan Pelligrino

7 Mistakes that Result in a Failed Website

Did you know that there are over 700 million websites and countless pages that dominate the internet every day? Marketing and social media efforts make it possible for our sites to be found, but many of the factors that determine success (or failure) are often found in the web design of the site itself. The reality is that no matter how hard you market a website, if the site itself isn’t strong, it will be extremely difficult to grow your business.

Did you know that consumers rate 72 percent of websites with a grade of 59 percent or lower? While this is startling news, it’s also encouraging in that your brand has the opportunity to stick out as a business that is dedicated to a strong customer experience, especially online. The good news is that there are many brands that have incredible websites with equally successful sales – and you can enjoy this success as well!

 

So what are the most common reasons that a website fails?

  1. The site was created without an objective. What’s your goal? Is it to replicate your current sales process or to build awareness for your brand? The reality is that too many businesses try to do too much with their site and end up not accomplishing anything at all. If you’re experiencing a limited response from your site, then it’s time to hone in and focus on one area. The reality is that even if your site focuses on one thing (such as improving sales), other areas of your web presence (such as a blog) can continue building awareness for your brand.
  2. The site is out of date. The internet evolves incredibly fast. While it might seem inconvenient to stay up-to-date with every single trend, the reality is that the online world is beginning to mature. We do know that flat and minimalist designs appear to be a trend that won’t be going anywhere anytime soon. Remember, it’s easy to tell the relevance of a site (and therefor the business) simply by looking at it, so make sure that your site is current with the times.
  3. Failing to personalize the site. Today, it’s all about customized options. If your site forces a one-size-fits-all approach, you’ll inevitably push consumers away from your brand. It’s all about customization and creating a browsing experience that’s unique to each visitor.
  4. Forced registration. While you certainly want to capture user information while their on the site, this should be an optional offering. Forcing consumers to register for your site before you give them access to information is not only frustrating, but also an outdated tactic. If you grant access to your information and valuable content first, then consumers will be more inclined to not only visit repeatedly, but perhaps conduct business with your brand as well.
  5. Static content. There will always be static content on any website, but failing to invest in content marketing will leave your site completely devoid of fresh content. Whether it’s a blog or active social media strategy, you want your brand to be as alive as possible online.
  6. Not being aggressive enough. While you don’t want to be obnoxious, don’t forget to brag about your business. Now is not the time to be coy about your services and the incredible things that your brand has to offer. Rather, post glowing testimonials everywhere and stress why your business is the greatest thing that has happened since sliced bread.
  7. No fun. Though your site should get to business for your business, remember that it’s not all about business – yes, you can have fun! A site should be fun and engaging in order to captivate users and encourage them to perform business with you online.

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