Creating an effective website is a challenging task with so many consumer choices. Whether your company is consumer directed or business to business, your website needs to be a reflection of your business brand and standards. Below I have listed some classic mistakes companies make with their website.

1.       Not effectively marketing your website.

Having a website is an important part of your overall marketing strategy but your website is only as effective as you allow it to be. Marketing your website starts with simple things like ---

·         Make sure your website address is on your business card

·         Include your website address in your email signatures

·         When you create traditional marketing material, make sure your website address is visible.

·         Submit your website to the major search engines.

There are many other things that can be done, but starting with the basics will help ensure your website is visible to your customers.

2.       Having out of date information on your website.

Would you keep up a holiday sale sign in the middle of August? The answer should be a definite no, so why would you keep your website content out of date? Many times your website and more importantly the content on your website is your company’s first impression to potential customers. Make sure to keep your website content fresh, accurate and as up to date as possible.

3.       Not tracking or viewing your website statistics.

It’s sometimes easy to track marketing efforts when they are tied directly to peaks in sales but tracking visitors to your website is just as important. Website statistics can be tracked through software that will tell you how many visitors your website had in a given time period as well as where they came from and how they discovered your website. This information is very valuable especially when you are considering your marketing budget for the upcoming periods.

4.       Having broken links or a website that doesn’t consistently work.

Again, many times your website is your first impression to potential customers. Having a website that has broken links or doesn’t function properly is frustrating to the end user. They have many other choices on the internet so if your website doesn’t cater to their needs and perform to their expectations then they will simply leave your site and go somewhere else.

5.       Having a poorly designed website

If your website is poorly designed and not closely tied to your marketing message or business mission, then you are immediately sending the wrong message. The impression your website leaves with your customers will be a long lasting impression. A website that is properly designed and is consistent with your business brand will add to your overall marketing efforts. Whether a customer enters your store front, place of business or visits your website, the message should be consistent and the same.