Certain content mistakes on your website could be putting off visitors or having a negative impact on your rankings. The digital customer experience is one of the most important thing that you have in your arsenal and if you’re not being careful about it, you’re going to lose customers before you have a chance to gain them. You need to pay attention to the type of experience you give if you want your customers to be happy. Below are 6 of the biggest website content mistakes to avoid (and what to do instead).
Walls of text
Large walls of text are likely to intimidate most readers. Where possible you should try to keep chunks of text small. There are various ways in which you can break up text. A few solutions include:
- Using paragraph breaks (paragraphs on average should ideally be no more than four lines).
- Using headings and subheadings
- Using bullet points (such as these ones).
- Using images or multimedia to break up text.
Generic stock images
When it comes to choosing images for a company website, try to avoid generic stock images. If people have seen these images before, it could make your company seem uninspired or unprofessional.
Where possible, try to use unique and original images. Consider taking your own photographs of your staff members or products or pay a professional photographer to take photographs. If you do decide to use stock images, try to look for images that aren’t overly familiar (here are a few stock images to avoid).
Duplicate content is any content that is copied from another webpage. It could be content copied from another website or another page on your own site. Using duplicate content can damage your search engine rankings, so you should avoid it at all costs. Stealing content from another website is particularly ill-advised – if it is revealed that you stole that content, your reputation could be at stake.
Try to always keep content original. If you need to take inspiration from another post, you can do – just make sure to change the wording enough to keep it somewhat unique.
Want to improve your rankings on search engines? Trying to use the same keyword in every sentence isn’t going to help. Repeatedly using the same keyword in an unnatural way is known as ‘keyword stuffing’ – search engine algorithms can pick up on this and you could find that it has a negative impact on your rankings. It can also affect the readability of your content.
Try to incorporate keywords in a natural way. People should be able to read your content without constantly picking up on the same keyword. For SEO-friendly content that reads naturally, it could be worth hiring a copywriting service as found at sites like WebX360.com. You can hire such services to help with both general web copy and blog posts.
No calls to action
Calls to action can help to convert customers by getting them to fill out forms, ring your number or buy a product. Make sure that you are including these throughout your website – customers shouldn’t have to search your website in order to find a way of getting hold of you.
CTA buttons are great for making calls to action stand out – plus you can digitally record how many people are clicking on them to see how effective they are. You may want to hire a web designer to help with this.
Is all the information on your website up to date? If you haven’t updated your website for a year and there’s still content advertising events that have already happened, you may want to quickly edit this – visitors may assume that your site and company isn’t active if it’s outdated.
You should update your website every month. Failing to update your website regularly won’t just lead to outdate information but could also harm your search engine rankings.