I’m always updating my website, and it’s quite funny — when I tell my friends, they always say, "Again?!"
This makes me feel good, because I love to surprise people with awesome content such as “The Brand Vault” or my free “5-Day Brand Series.” More importantly, it tells me that my website is doing what it's supposed to.
First off, why the need to have a site? Or an update? A website is an outward expression of your business vision. I like to tell people that a website is an interactive brochure that your clients have the freedom to browse 24 hours a day, 7 days a week, 365 days of the year. It’s a form of advertising, and if done right, your website will be the best tool you have for promoting your business.
It offers information that your clients (and potential clients) need, any time, at the touch of a button. The better it looks and the more up-to-date it is, the better impression it will make on consumers. But here’s the thing — there are different ways to update your website. If you’re just changing your banner or updating your ‘About’ page, you may be making aesthetic updates, but you might be forgetting to make smart updates. If you’re making any of the mistakes below, then it could be costing your business.
Your website isn't optimized for mobile
Rieva Lesonsky spoke about this on the SO MONEY podcast with Farnoosh:
We’re at the point where you need a website that’s optimized for mobile.
According to some number I’ve seen, it’s only 30% of entrepreneurs whose sites are mobile optimized. This is another area where consumers have just leapt ahead of businesses. Consumers are using their phones and their tablets to window shop, to actually shop, to place orders, again it’s the convenience factor and there’s all sorts of stats. I saw one last year that said, “If a consumer goes to your website on their smartphone or tablet and you are not optimized for mobile viewing, 30% of them will never come back to you ever whether they’re on a desktop or not. They just get a very negative impression of your business.
[ Listen to the podcast here. ]
This is frightening, and I don't want this for anyone who is in business. The world is changing at a rapid pace, and we always need to be on the ball — that includes doing what is smart for your business. If your website isn't optimized for mobile, you must put this at the top of your priority list.
Do this: Check your website on your phone to find out if it's optimized. If not, there are many great alternatives like Squarespace (my fav!) or WordPress for templates that are mobile-friendly. Make sure NOT to make mistake #2!
You Don't Have a Landing Page
I cannot express how important it is to have a landing page — even if you're in the midst of discovering your business or updating your website. Like Lesonsky said, if your website is NOT optimized for mobile, 30% of your visitors will never come back. Now imagine if you didn't have a website — they probably will never come back.
Eek! Don't make this mistake. I recommend Squarespace's landing pages that you can create in minutes! Make sure to include your name, the best way to contact you (email, phone, etc), and maybe a mission statement that states what you do.
And don't forget to add an opt-in for people to sign up for your mailing list — which leads to mistake #3.
You Don't Have an Opt-in
I used to cringe when I heard statements like: if you don't have a Facebook page or any social media platform, your business is doomed. I strongly disagree with this statement, because these platforms are merely a tool to help you promote your business. Every entrepreneur has a choice in how they want to market their business — therefore YOU have the choice to choose the platform you want. (tweet this) But, having an opt-in on your website or landing page is non-negotiable.
If these social media platforms decided to go away, and your 1,000+ fans on social media disappeared, how would you communicate with them? Exactly! Having an opt-in allows you to have more control in how you want to promote your business — and by promote, I mean provide value to help them in their life.
I hope these 3 mistakes will encourage you to make changes in your website — again, if you find out that your website is not mobile-friendly (or that you don’t have one), just simply create a landing page to inform people that your website is currently under construction. Then, make sure to add a mailing opt-in to let your tribe know what's going on in your world!