When you begin working on a website for your company, it’s normal to focus on the aspects you want to include. Branded imagery? Check. Product details? Check. It’s also normal to think about what you want to achieve through your site, whether it’s a specific action you’d like visitors to take or simply boosting traffic. . . .
However just as important is considering what might turn away potential customers. There are several website features that can make even the most interested prospect quickly leave your site in annoyance. In an effort to prevent this from happening, here are a few things to avoid:
Nobody likes to be backed into a corner, and this is just as true with your website visitors. Some businesses think it’s a good idea to offer a social log-in, so that customers can integrate their account on your site with one of their existing social media accounts. But when you really think about this, social log-ins benefit your company more than they benefit your customer. And they can be annoying to visitors, to boot.
Some prospects may not want to enter their personal social log-ins on your site (even if they’re reassured it’s secure), some might not have social media accounts and some might not want to hassle with a log-in altogether. It may be better to allow visitors to freely peruse your website as they please. If you want to gather information about them, consider putting a gated piece of content (like an informative e-book) on your home page which requires an email address in order to be accessed. This way, someone can choose to give you personal information if they wish or simply choose to check out your site. Taking off the pressure (and removing the annoyance of a forced log-in) can help you convert more prospects and keep current customers happier.
Hidden — or Altogether Missing — Information
When you created your website, you likely gave a lot of thought to the details you wanted to include. But sometimes businesses choose to obscure certain pieces of information with the goal of creating more conversions. Pricing often falls into this category, as some companies think they’ll have a better chance of getting a customer if they ask them to call for pricing.
The reality is that this tactic can actually deter customers from going any further with your business. If a prospect sees your pricing and it’s beyond their budget, they won’t turn into a customer. But if you omit your pricing and prospects need to call to find out how much you charge, it’s likely that many prospects (even those who can afford your products or services) won’t bother to make that call. People want convenience, and they want to know as much information upfront as possible. If your business’s pricing differs from one customer to the next, consider putting a price range on your website. This will at least help prospects determine whether or not they can move forward with your brand.
Incomplete Contact Information
When you create your website, you want to make it as easy as possible for interested prospects to contact you. Instead of just offering a webform, think about also providing an email address. Also, if the phone number you have listed is a local number, you may be inadvertently preventing out-of-state prospects from calling you. Try getting a toll-free number and listing that on your site to make calling you accessible for everyone. Just remember, people generally want more information than less. If someone wants to reach your business, you don’t want to stand in their way.
If you want to attract as many customers as possible, think through the different aspects of your site that might be turning them away. By removing some of the most common annoyances, you’ll increase the likelihood of getting more conversions — and more satisfied customers overall.
If you enjoyed this post, you may also want to check out these others:
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Why a Blog is Critical to Your Marketing Strategy
Is There Still Gold in Cold Calling?
This article is published by Will Sherwood | The Sherwood Group |Website Design | Graphic Design | Marketing Communications: The Sherwood Group has over 30 years of experience working with all sorts of companies, small and large. Our clients range from entrepreneurs to Fortune 500 firms, in nearly every business sector, from across the street to around the world (and yes, even Europe, China, and South America). Our goal is to create advertising, graphic design, website design, and marketing communication that still looks fresh and relevant 10-15 years later. Our mission is to stir your imagination and leave your competition shaken and wondering, Now what do we do?” We are located in Myrtle Beach, South Carolina.
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