Because I spend a lot of time on websites, either writing new content or updating existing content, I see the same mistakes over and over again. Small business owners tend to be the worst offenders. Here are the 5 most common website mistakes and how to fix them:
1. Using “We” Instead of “I”
While you may be inclined to inflate the size of your company from one person to many, don’t. There’s absolutely nothing wrong being a company of one, and, in fact, you could use it as a selling point. Clients will deal with you directly, they’ll get to tap into your expertise, etc.
The biggest problem with inflating the size of your small business, though, is the risk of looking like a liar (worst case) or inauthentic (not as bad, but not good). Remember that potential clients are people who like to work with and buy from people they like and trust.
2. Prove You’re As Good As You Claim
While you can use every adjective and adverb in the thesaurus to describe your company, product, or service, it is far better to show it than to say it. Add a portfolio of your work, client testimonials, graphics and stats, and anything else that illustrates the myriad ways you help your clients. And keep that info updated!
3. Skip Overblown Job Titles
If you’re small, you don’t need to give everyone a big, fancy title. In fact, it looks kind of silly if you are the CEO of three people. Make up a funny title for yourself (Chief Thinker) or just call yourself the owner or principal.
4. Your Photo Should Look Like You
If there’s a photo of you on your website, it should look like you in real life. You want potential clients to recognize you at your first meeting rather than standing there, puzzled as to who you really are.
5. Explicitly State Who Your Target Market Is
You will be doing potential clients a big favor if you state front and center who your clients are. Put it right there on your home page. If they don’t fit your target market, they can move on to the next company on their list. If they do fit your target market, they will be compelled to keep reading, and—hopefully—contact you.
What other website mistakes do you run across that drive you crazy?
Image by Flickr user L. Marie (Creative Commons)
Google+
