I spend a lot of time looking at websites and social media in my line of work. I help my clients make sure their website is as good as possible and is getting them more customers. I ensure their social media posts are working for them – not just sitting there without a purpose.
I have noticed five recurring mistakes. Are you making any of these? If so, the good news is they are pretty easy to fix!
1. No call to action.
What is a call to action? It's getting the reader to do something. Book your tour. Sign up for your mailing list. Buy your product.
Make it clear what you want your reader to do. And make it easy for them to do it. At the very least, everything you post should have a link to your website. Otherwise, people will just keep on scrolling and you miss out on a potential sale.
2. Websites with external links that don't open in a new window.
Links to other resources are good. Just make sure your customers can get back to your website easily. They may not if the link replaces your website instead of opening in a new window.
How many times have you gone online looking for something only to find yourself down a rabbit hole? You’ve completely forgotten why you logged on in the first place. Make sure your customers can find their way back to you by setting all links to open in a new window.
3. Websites with no easy-to-find links to social media.
You spend a lot of time keeping your Facebook and Instagram pages updated. At least I hope you do! Social media is a fantastic way to get and stay in front of your customers.
Make sure you have a link to your social media pages on every page of your website. But not a tiny little Facebook logo in the corner. Have it stand out. Then customers can click over and follow you. You'll stay front-and-center in their minds.
Don't forget to follow #2! You still want them to get back to your website easily. Make sure those links open in new windows.
4. Not talking to your audience.
Focus on using “you” instead of “our customers.” Speak directly to your ideal customer. This creates a relationship between you and makes it feel personal. It also tells your customer that you understand them.
This is pretty easy to fix. While you’re at it, make sure the rest of your text focuses on your customer and how you are helping them. More on this in number 5...
5. Not answering the question “so what?”
If your product description doesn't answer the question “so what?” or “what's in it for me?” you won't connect with customers.
“I specialize in cruise travel.” Okay. Great. But so what? How about, “My extensive cruising experience means I will find the perfect cruise for you.”
Instead of, “We offer group and individual tours.” How about, “We arrange group and individual tours so you can have all the fun without any of the work.”
Now you're making it about them and not you.
Like I said, these mistakes are not difficult to correct. But if you need some help I'm here for you! Visit my website, www.arkeldagency.com. I can make sure your online presence is working hard for you, so you can work a little less.