Your website—it’s the cornerstone of your digital presence. The launch pad for all your online initiatives and the only digital platform that you can own.
Most of the time, websites fall prey to some avoidable mistakes, which costs brands more than just monetary losses—it hurts their reputation.
1. Pricing – Cost Hide-and-Seek
Whether you are selling million-dollar yachts or $9.99 e-books, the cost of your products and services should be upfront and clear.
An interested visitor should not be forced to book a call or send a message just to unveil the primary barrier to doing business—your price.
Obscuring or complicating this information can send potential customers elsewhere.
2. Messaging – Missing the Customer Perspective
Websites that focus too much on talking about themselves often overlook what their audience wants—solutions.
People search online for answers to their problems, and your website needs to convey how your products or services offer those solutions. Depict success stories, show what failure looks like, incorporate relevant keywords, and showcase the value you bring to the table.
3. No Content – Undermining Your Authority
Content is more than just words—it’s a tangible demonstration of your expertise and authority.
Without consistent, relevant content, you risk appearing as a fly-by-night operation or, worse, a scam. You cannot claim to be an “expert” without evidence. Sharing your knowledge is not just an option. It’s a necessity.
Beyond that, being a part of your target audience’s community and fostering a human connection with expertise can help establish trust. And why is that important? Because, at the end of the day, people do business with people.
4. CTAs – Misaligning with Audience Goals
“Get Started” or “Book a Call” are not magic words that will work for every visitor. Your calls-to-action (CTAs) need to align with the visitors’ intentions.
Some may want a quote. Others might prefer a demo or trial before anything else. Design your CTAs with care, make them flexible, and test them until you find what works.
Just like a great engineer—build, test, iterate.
5. Proof – The Weak Link in Trust Building
Showcasing testimonials and portfolios is great, but the proof is in the pudding. Visitors want to see the evidence that backs up your claims.
Don’t just tell them how good you are—show them the results you’ve achieved. It doesn’t have to be a detailed case study. Just showing 3 high-level success metrics.
Demonstrating how you’ve helped a stay-at-home parent lose 55 lbs, doubled the traffic for an ad campaign, or solved a problem that led to a 20% revenue increase can be hugely compelling.
What This All Means
I hear complaints from creators and brands all the time that “wish” their website was more effective. I’m not spouting any senior UI/UX web design conversion optimizer guru solution for you. I’m just pointing out the low-hanging fruit that will help grow your brand online.