Is your website still not producing results despite your recent optimization and marketing efforts?
If so, there’s no need to feel singled out or defeated as we continue to come across many businesses experiencing the same thing.
In this article we will outline some small website fixes that could mean big results for your website. The best part is that most of these fixes should be relatively simple and inexpensive too.
When Does a Website Need “Fixing”?
There are a lot of benchmarks and milestones that companies will use to dictate where to spend their time / money optimizing their website. These could consist of any or all of the following:
- Traffic (total visitors and unique visitors)
- Traffic by source (organic, social, referral and paid traffic)
- Usability (bounce rate and page load time)
- Engagement (bounce rate and average time on site)
- Content (top landing pages and top exit pages)
- Conversions (goals, events and transactions)
Despite all of these different ways to determine the “success” of your website though, there is really only one primary metric that should sway you when it comes to investing time / money into fixing your website…
Is your website making you money?
If your website is not making you money, then it most likely needs attention. Increases in organic traffic, decreases in bounce rate and more social media shares are all nice to have, but if these milestones are not leading to more revenue, then they really just become vanity metrics.
So, no matter if your website’s purpose is to rack up page views to appease advertisers or go viral on social media channels to build brand awareness, if it’s not supporting and growing your business, then it needs some fixing.
Common Website Fixes that You Should Already Know
We don’t want to assume that you’re already familiar with the most commonly overlooked website fixes so we are going to cover these first.
After you’ve had a chance to knock out these common mistakes, then you can address the lesser known fixes that may be holding your site back.
On-Page Optimization Mistakes
- Title Tags are too long, nondescript and repeated across multiple pages
- Meta Description is too long, uninteresting, not actionable and is duplicated or missing from multiple pages
- Image ALT attributes are missing entirely or stuffed with unnecessary, irrelevant keywords
[box type=”info” size=”large” style=”rounded”]TIP: Treat every single page and every important element (text, links, images, videos, tags, etc) on that page as if someone could only understand the page if it were read to them.
Or, use a tool like SEO Browser to get a good idea of what your page looks like without all of the aesthetics (colors, fonts, images, etc). If it is clear and relevant without aesthetics, then you’re on the right path. [/box]
- Flash is being used on the website to feature content and navigation options
- Mobile-friendly is ignored completely as visitors struggle to navigate or view your website on their different mobile devices
- Below the fold is where you have placed important content or calls to action – right where most may never see them
Small Website Fixes You Probably Missed
If you’re still not getting the results your business needs, then your website may be guilty of some less known oversights.
The only good thing about these mistakes is that most, if not all, of them can be resolved relatively quickly and inexpensively to deliver some noticeable results in a short amount of time.
Social Media Icons
Just about every website you come across now has social media icons somewhere throughout the site. We’re not talking about social media action buttons that allow you to like, tweet or pin something on a web page, but rather the simple icons that link to a company’s social media accounts.
[box type=”alert” size=”large” style=”rounded” border=”full”]WHAT’S WRONG WITH THIS? Encouraging visitors that have already landed on your site to leave it to go to your social media page(s) makes no sense, especially if you have an e-commerce site. You probably spent money / time driving them there in the first place, so why encourage them to leave? Social media accounts should be used to drive traffic to your website / blog, not vice versa.[/box]
Quite possibly the easiest thing to fix seems to be the one most overlooked – a website’s copyright date (usually in the footer). Now, when it comes to importance, this oversight is low on the priority list, but for the discerning few visitors that do get confused / turned off by an “old” copyright date, this could chase someone away.
Contact and Location Information
Even if a business has not had the time or resources yet to make their website mobile-friendly, there is no excuse to ignore proper use of contact and location information. When we see this information either missing, incredibly hard to find or included as part of a big image we cringe because we know other users get frustrated as we do.
If you have a growing site or one with a lot of content, then a link or two will break at some point. And even if you don’t your visitors will find a way to get to a page that doesn’t exist. Knowing these things we still see a lot of sites that don’t maximize their 404 pages or don’t even use them at all and just let visitors get to a default error page.
Improper use and management of SSL certificates is still a common, but often forgotten, problem of many websites. The funny thing is that most users don’t notice if a site is secure, but they will absolutely know when it is not secure as browsers are very good at warning users.
Blog Post Dates
Ah, the good old published date. Having dates of when your blog posts were published can be a huge plus or a big mistake. Many websites continue to misuse the published on dates for their blog posts and are losing return visitors as a result.
[box type=”help” size=”large” style=”rounded” border=”full”]WHAT’S WRONG WITH THIS? Similar to having an outdated copyright date, recent blog posts with dates from a year ago can turn visitors off. People want to find relevant, recent information….especially if they’re reading a blog. If a visitor sees that your most recent post was from over a year ago, especially if your business is centered around recent market activity and current events, then you will most likely lose that visitor forever.[/box]
This is just a small example of what the proper attention to detail and knowing what is going to make your website eitehr a boost to business, or a liability that gives your company a black eye.