Your website content is key to the success of your website. It is the critical part of attracting and converting customers. We’ve worked with a lot of small businesses, doing amazing work but are not really communicating that very well through their website.
We were there to help them restructure their content and see the difference these changes made to their conversion rates, so we thought we would share that with you too.
Here are some of the most common mistakes we come across in our website projects. Stop making these 5 mistakes and you’ll see your content start doing what it should be doing.
1. Forgetting the PURPOSE of website content
This is number one for a reason – if you don’t get it right here it’s all over rover!
Your website is not there just to look nice or to keep Google happy, it’s there to let visitors know what you offer, why they need it, why they should choose you AND why they should keep coming back.
There should be a purpose for your content which could be to get a sale or a booking, attract funders or partners, grow a community etc. Your website content should be intentional and aligned with the purpose of the website and your business or organisations goals.
2. Forget who you are writing for
Your website content should be focused on your current and potential clients. This means you need to be clear on who your website is talking to so that you can create valuable content that is informative and engaging for your audience.
A very common mistake is creating content we think should be there rather than what our audience is looking for. Let’s not forget if they don’t find what they need on your site, off they go to someone else’s…
Create valuable content that educates and attracts your audience. This builds your authority and expertise in their eyes and moves them a step forward in engaging with you, buying from you or recommending you – all awesome outcomes!
3. Cluttered pages
Ok, I’m not a very tidy person but to me seeing a cluttered website without any page structure or clear customer pathways is like trying to navigate through a house that’s been overtaken by 20 toddlers and escapees from the local zoo…
We do have a bit of internet exhaustion so we have no time or frankly inclination, to work very hard to find what we need or be overwhelmed by walls of text.
Keep. It. Simple!
- Clean tidy layout
- Use bullet points
- Break up paragraphs
- Use headers to call out important points
- Write in sound bites, not full sentences
- Be minimal with animation
4. Unclear call to action
Call to action’s go one of two ways. They are everywhere offering everything or there is maybe one small one near the bottom of the page. Neither of these options work.
The clue is in the name – Call-To-Action. You want people to take action, so it’s on you to be super clear WHAT action your want your site visitors to take.
You have a goal for each page of your website, make this obvious to your visitors. What do you want them to do next? What pages do you want them to visit after this? Is there something you want them to download?
Clear and consistent Call-to-actions make navigating your site so much easier for your customers and create pathways through your site to learn more about your business and find the information they are looking for.
5. Keyword stuffing
Yes, SEO is super important but we are writing for people most importantly. Google can bring the traffic but that’s a waste of time if the people coming to your site just see a lot of repetitive keywords and off they go!
And Google is pretty smart. OK REALLY smart and it can spot a keyword-stuffed page a mile away.
The better option is to use variations of your keywords and build relevancy in your content. This makes it more interesting for people, they stay longer and Google goes “ok people like staying on your site, we like you too” and shares the Google love!
6. The wrong images…
What I see on some websites puts my teeth on edge! No, it is not ok to have blurry images or pictures you pulled off the internet. Nor is it ok to put up pretty images with absolutely no context to the content!
You’ve spent time and money on your website, have great written content – don’t through it away on ill-considered images.
You can add images you have taken on your phone IF – they are super great quality, have been website optmised, represent you and your business in the best way possible.
*toptip to measure this – would it be good enough for the cover of a magazine? No? then they are not good enough for your website…
You can use stock images BUT use with caution. Don’t be too generic, get them from reputable sites, make sure they are relevant to the page.
Yes getting a photographer especially if you are a service-based business is the best idea.
Ok so there are the 6 biggest content mistakes we see on a regular basis. I hope you found this super useful!
When was the last time you did a website content check up? Might be a good idea? Let us know if you need any help!
Hi, I’m Iona.
I love everything to do with websites and I’m on a mission to get the best website results for as many small businesses as I can!
Grow My Business was started to help small businesses get a website that will become their most powerful business tool for attracting and converting new business.
So far we have helped nearly 200 businesses do just that – onwards towards the next 100!
Always happy to have a conversation about websites – get in touch any time