Your company’s website is the nucleus that holds your entire inbound marketing strategy together. As such, it needs to be pretty spectacular. You don’t want to put in all this work to get leads to your website just for them to hate what they see when they enter and leave quickly thereafter.
Of course, you don’t want to annoy or frustrate your web visitors. So make sure you ditch these site elements that people absolutely hate.
1. Slow Loading Speed
We live in the world of instant gratification. We have shortened attention spans and we want what we want now, not in 10 seconds from now. People are impatient, so you can’t make them wait while your site loads—they’ll definitely leave and find a new site to look at. Web visitors expect pages to load in two seconds or less, so you need to deliver. Otherwise, your conversion rate and brand perception will be affected. Heavy images, code, videos, and other factors can affect your loading speed. Make sure to optimize your site to improve page load times.
2. Desktop Version Only
It’s 2016! Everyone’s on their smartphones, so your website better be mobile optimized for a great user experience for mobile web visitors. No one wants to have to scroll side to side to read your content, to zoom in to make out your images, or to copy and paste your phone number instead of just clicking on it to call you.
3. Poor Navigation
Remember when we said that people are impatient? Well, they’re not going to want to go digging through all of your webpages to find the information they’re looking for. You need to make it crystal clear what your web visitors should do on your site, where they should go, and how they can get there. Provide clear direction and navigation. Don’t expect people to click around.
4. Pop-ups Galore
You know how annoying it is when you’re watching a video or reading an article and you’re interrupted by a pop-up that you then have to close to get back to what you were doing. So why make your web visitors deal with these annoying interruptions on your website? Whether it’s an ad, a newsletter sign-up page, or a call-to-action to download a whitepaper, make sure that your pop-ups are used in moderation. Or even better, use slide-in CTAs instead—small banners that slide in from the side or bottom of the page. They’re far less obtrusive.
Ugh, really? No one wants to be scared out of their mind when their volume is on high and a video, song, or ad suddenly starts to play on you website, especially when they’re trying to be stealthy at work. Instead of fumbling for the mute button, they’ll just X out of your site completely if this happens. Don’t force your multimedia and autoplay on your web visitors, please. Give them the choice!
6. Stock Photos
Stock photos are definitely the easiest way to add visuals to your website, but they’re often generic and cheesy, and people don’t like them. They make you look unauthentic and disingenuous and don’t allow you to stand out from the crowd, either. Generic stock photos don’t help your business or your web visitors. Show real pictures instead or at least get stock photos that aren’t so ridiculous.
7. No Blog
A blog offers your company many benefits, including the opportunity to provide your visitors with a ton of valuable information that can’t fit into your typical webpages. It also helps with your SEO ranking too, as well as your thought leadership and your trustworthiness, too.
But most importantly, people love them. Your web visitors are hungry for content. They love being knowledgeable and informed and they’re most likely on your website to learn, which they can’t do if you’re not sharing info on a blog.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.