Website mistakes can hurt, especially for small businesses. This is because websites are especially vital for acquiring new customers, building credibility and nurturing ongoing relationships. Many small business owners manage their own websites, which can be their first major mistake. Ultimately, the complexity of digital marketing causes them to neglect important functions of their site.
The problem with making such mistakes is that they can be very costly, if not directly through loss of sales, then indirectly through lost potential sales. In order to understand exactly what mistakes your website might be making, it’s important to have your website audited on a regular basis by a trusted digital marketing company. Following are some of the common mistakes a website audit will cite.
Forgetting About Mobile
In 2017, any website that isn’t at least mobile friendly sends a huge red flag up in the eyes of an auditing group. Businesses understand this, and a study from Search Engine Land found that 84 percent of small business owners believe that a website that’s easily viewed on mobile devices is important to their business. Unfortunately, only 25 percent of small businesses know how to create a mobile-optimized website.
It has also been reported that up to 60 percent of small business owners don’t know whether their site is mobile responsive or even mobile friendly. With this in mind, you can easily see why a website audit is necessary for your small business.
In the age of digital marketing, good SEO strategies are key to improving the visibility of your website. However, with the increasing complexity of SEO and the ever-changing landscape, it can be very difficult for small businesses to keep on top of it all. It’s because of this complexity that approximately 26 percent of small businesses cannot be found in online searches. It’s no wonder why their websites are garnering a result-page rank of zero, if they can gain any rank at all.
A good website audit will check the SEO on your webpages and will give you the opportunity to make changes and improve your strategy. This is why audits should be performed periodically, rather than sparingly.
The costs associated with professional website design can put many small business owners off. However, the benefits far outway the costs. These business owners should avoid trying to take shortcuts by using free templates. It may save the cost of hiring a professional, but it can lead to poor design, which contributes to a bad user experience and sends dismayed viewers to competing websites.
A website audit will check the design and flow of your website to ensure that Google’s bots can correctly crawl and index it. The audit will also check to ensure that information routinely searched by customers is easy to find.
Obtaining a website audit from a digital marketing company is just the start of your digital marketing journey, but it is necessary to improve your online visibility and to generate new leads.
Sources: Survey: Half Of Small Businesses Never Update Their Listings Online, SearchEngineLand.com 3 Reasons Why Your Website Needs an SEO Audit, Entrepreneur.com