5 Mistakes in Building a Great Website

You/your team needs to build an exceptional market-ready website (it is the 'calling card' in today's work space whether you are in the digital industry or not). Below is not an inclusive list...but represents key oversights, mishaps and tactical errors when website designing, developing, launching and monitoring.

#1 Mistake

No Call to Action

Yes. You have about 8 seconds to ‘tell your story’ when a reviewer lands on your website. But you need to ALWAYS invite them to take ‘next steps’ with a strategic CTA (Call to Action). This could prompt the viewer to shop for a product, make a donation, sign up for e-news, become a Member, or download a PDF, etc.

The best websites explain:

• What to do.

• Where to go.

• How to feel.

Be brief and direct on your CTA; Tell users exactly what to do! Good market examples include:

• Add to Cart

• Get Started

• Apply Now

• Become a Member

• Contact Us Today

• Yes, Sign Me Up

• Buy Now

• Donate Now
  

#2 Mistake

Unclear Brand Messaging

Brand Messaging has been a key component of all the Fortune 500 companies. From McDonalds to Apple to Budweiser to Ford, Brand Messaging is a key factor for success. Smaller organizations also need to think about Brand Messaging to include specific word tracks surrounding Value Proposition, Market Differentiators, Values and Beliefs, and Competitive Advantages.

If you are not already having success with your storytelling approaches (e.g. delivering brand awareness, developing audiences, driving revenues), I suggest you brush up on the movement of story brand.

In these uncertain times, organizations that have clarified their message and built a sales funnel (or fundraising pipeline) are much more likely to survive. Clemons Associates can help schedule you for some upcoming workshops but you may want to simply stream/download a segment to your home office. In effect, you must create and deliver a compelling story to your audience which connects them on an emotional level.

Make your website messaging about THEM (not you). Brand messaging is to frame the user’s decision-making process and what value you bring. Give the user/reviewer a ‘warm and fuzzy’ then direct them to your CTA.

Do less talking about yourself, and more talking with the audience’s pain points and how you can solve them. Star ratings, testimonials and reviews all add to the trust factor.

#3 Mistake

Failure to leverage visuals

77% of users/reviewers prefer to consume information visually; therefore, quality Images, great Photography, creative Animation and branded Videos are excellent sources of media to deliver your message(s).

Consider these five truths about Videos within a website:

• Selling is about storytelling, and videos are a great way to share a story

• Videos keep people on your website longer and engage them with your content

• People work with people, and video helps people get to know, like and trust you

• Videos keep your audience interested, no matter your product or service

• Videos are fast and convenient

Consider also these six truths about Animation within a website:

• Animation is an attention grabber

• Animation makes your website stand out. Most websites have static content

• Animation achieves the impossible

• Messages through animation lasts longer

• Flexibility

• Less is more (but a two-minute website can have a user surf through your entire site and act on your Call to Action)
  

One of Craig Clemons’ companies – Lease2OwnAmerica - needed an explainer video to help explain what the program was, why it was safe and simple and how it delivered home ownership to home seekers. In two minutes, this little animation has helped hundreds of Tenant/Buyers understand the model and led them to fill out a formal application (Call to Action). Check it out here: https://lease2ownamerica.com/how-it-works/

#4 Mistake

Lack of Blogging

When we first heard about Podcasting and Blogging, we rolled our eyes and said ‘not another platform to learn! Now these tools are solidly accepted in the mainstream and 5-year olds to grandmas enjoy them daily. Specifically, Blogging is a super easy tool/tactic to manage once you get the hang of it.

We can think of 6 powerful benefits (reasons) for blogging:

• · Adds exceptional boost to your Search Engine Optimization (SEO)

• · Develops and strengthens relationship with new and existing customers

• · Establishes your organization as an Industry Leader

• · Connects people to your brand (and amplifies your story)

• · Creates opportunities for sharing

• · Gives users a searchable platform to look up old stories, articles, messages
  

One of Craig Clemons’ clients – Founder, CEO and Chairman of Express Employment Professionals, Bob Funk, Sr. – wished to share his values, principles, business secrets, inspirations and antidotes through a blog platform. Craig tee’d this up via new website [BobFunkLifeLegacy.com] and hundreds of blogs have been written, posted and enjoyed by a global audience. Check it out the blog samples here: https://www.bobfunklifelegacy.com/blog

#5 Mistake

Hard to Find Contact Info

So you’re going to commit all that time, energy and expense to build a beautiful website with story branding, visuals and a Call to Action… only to make it difficult for a user to find your contact information? Regretfully, we see it all the time.

Donors, Clients, Prospect, Customers, Vendors need to get in touch with you easily.

We suggest erring on a prolific scattering of your important contact data throughout a website. Obviously, your phone and e-mail should be correctly posted in your Contact Page but then also consider prominently featuring contact info in your header and footer, at the bottom of all blogs and at the end of a posted story or media release. It is also a good idea to have specific and respective phone numbers and emails next to each associate on your Our Team page.

If you are using a CRM (and everyone should be), set up your auto-response so that a user trying to reach a representative will receive a digital message (response) which appears personalized.

Allow users as many ways as possible to contact you – phone, email, contact form, pop-up invitation, ‘Connect with Us’ submission button…even via your Facebook or Twitter page. Always reply promptly to solidify initial trust in the relationship.

Seeking expert involvement from seasoned professionals?

Contact Craig Clemons at craig@clemons-associates.com or one of our rock star associates like Aaron Galindo at aaron@clemons-associates.com for more details. Clemons & Associates is on standby to help you with brand identity, campaigns, social media and/or strategic plans/projects.