In B2B marketing, your website is one of the best tools your company can have at its disposal when it comes to generating leads and sparking interest in your business. However, your website can also backfire and be a disadvantage to you if you make some of the more common mistakes which befall companies that try to do too much with their website. The goal is to leave your leads wanting more – to make them want to contact you to inquire further about your business – not drive them away by bombarding them with an overload of information and content. Here are five things that you should strive to keep off of your website:
- Too much content.Having quality content on your website is vitally important, whether it’s a regularly updated blog, white papers, case studies, customer testimonials or press releases. The content you host on your website should serve to inform your visitors about your product or service, give them a sense of your company’s culture and tell them how you can help provide a solution to their problems. However, as with most other things in life that we deem to be important, moderation is the key. When it comes to web content, attention spans are short and getting shorter by the day – no one has the time to cut their way through thickets of content to get to the information they’re looking for. So keep it brief and keep it concise.
- Poorly written content. Almost as common of a mistake as having too much content, is having content that is poorly written. Nothing can harm the credibility of your business quite like having a website full of poorly written content. Even if you have to outsource the content on your website to a third-party to make sure it is done correctly, it’s well worth your time and effort. Quality content that actually engages the reader and provides them with valuable information that enriches their experience, is something that gives them a reason to visit your website.
- Content that is out-of-date.Keeping your content fresh and “evergreen” is another big problem that many companies face when it comes to website content. With so many things happening on a day-to-day basis, it can be hard to devote the proper time and attention to updating your website’s content. Too often, it gets put on the backburner as more pressing matters are attended to and before you know it, your website is filled with outdated content that can make your entire site seem stale. Create a schedule for updating your website’s content and stick to it – it will pay off for you in the long run.
- Flash intro pages. Are you a rock band that’s currently announcing a worldwide tour? If you aren’t, then you should probably avoid including any flash intro pages on your website. Why? Because most visitors find them to be annoying and a nuisance, even if you provide them with a “skip intro” button. It’s best to just cut right to the chase and leave the theatrics at home. Another important reason to forego the flash intro page? They are largely ignored by search engines like Google and will do nothing to help your SEO efforts.
- Auto-play videos. As bad as flash intro pages are, auto-play videos are even worse. Nothing will scare a visitor away quicker than loading your webpage and jumping out of their seat when the audio from an auto-play video comes blasting through their speakers at full volume. It’s never a bad thing to provide your visitors with some video content to supplement the additional information on your website, but allow them to make the choice of whether or not they want to watch it. Auto-play videos that begin playing as soon as the page loads are a nuisance and more often than not, your visitors will not hit the “play” button again once they’ve stopped it the first time.
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