Business has become a dynamic practice over recent years and while offline marketing and referral recommendations are still ever present in the competitive world of business, being unwilling to accept that the online market has taken the lion share of searching and locating products and services will be an expensive lesson to learn.
As technology has taken hold of our lives, statistics show that in general people are only seconds away from a device that has the ability to be able to access the internet in order to be able to find quick answers to practically any question we may require an answer for.
I mean literally, anything, from where the closest bank is through to where has the best food in a specific location or even where you can buy your prescription medications online, everything.
The advance in how the internet can now service us in everyday life now means that failing to be found within the online search engines means that you are missing out on thousands of new and potential customers each and every day.
While we understand that often a business may not offer products or services online specifically, failing to establish that the online medium is the key to your business growth leaves you trailing behind your competitors and here are the 7 mistakes that business owners make when it comes to their website.
- Not having a website for their business
When trying to grow your business, the main thing that you need to increase is sales and revenue in order to help you scale, however surprisingly there continue to be businesses out there that don’t have a website at all.
Having a website allows customers who are unaware of your existence or service offering to be able to find and locate you, meaning that if you have the product or service that they are looking for, then each and every person that lands on your website becomes a potential new customer.
- Having an outdated or incompatible website
The way in which people search for things has changed over the past few years, with statistics from search engine Google now showing that the majority of the search queries they provide answers for on a monthly basis are performed on a mobile or tablet, overtaking the more traditional desktop or laptop searching medium.
This means that if your business is still running a website that was created over a decade ago, the vast majority of you are running a website that is not considered to be ‘mobile-friendly’ and that will be having a large impact on the performance of your website when it comes down to user conversion.
It should also be pointed out that Google has an algorithm in place which helps to determine the best website results to show users based on the question that they have asked and if your website fails to be seen to be ‘mobile-friendly’, they will often bury your website well below the initial results that they show their users in order to offer the best user experience.
- Thinking that your website is purely there so people can find out more about your business
So many business owners that we have spoken to have revealed that they have a website already and it does exactly what it is they are looking for, provide them with a point of reference so that people can find out about their products or services.
While you may have a website that serves that purpose, it only serves it to the people that have either heard of, or interacted with your brand previously.
This means that you are eliminating potentially thousands of new customers from being able to find your business and allowing your competitors to be able to profit from business that could have been yours.
- Thinking website design alone will deliver increased business
While having a fantastic looking website is great for user interaction, that alone does not mean that you will see the increased level of business that you need to justify the cost of renovating your website.
Your business could have the best-looking website with the cheapest products or services in your industry, however, if you don’t combine design with effective online marketing, you ROI on your new website design could be very low, especially if you pay inflated agency costs.
Website design and search engine optimisation work hand in hand with each other, allowing each to compliment one another in a partnership that will allow you to generate higher visitors and potential customers to your business.
- Overlooking the importance of excellence
We have all looked in our email inbox to find a badly worded email that is promising you and your business the chance to be able to get featured on the first page of the Google search engine at a low monthly cost, one of the latest being as low as just $99 a month.
While increasing your revenues via your website may result in you planning business growth and the prospect of being able to do that for less than the price of your lunch each day seems appealing, there is a reason that so we have to help so many businesses recover from making the choice to go ahead with the email sending company, quality.
Quality and building a solid online marketing foundation enables your business to see longevity within the growth that you are looking to achieve, making it a viable option for your business to genuinely grow into a bigger, more profitable company for the long term.
There is a well-known saying that states “You only get what you pay for” and that is something that you need to remember here, unfortunately, this is a double ended spectrum in that in online marketing there are two sides to the statement, as often larger based agencies will charge you a premium for using their services, something that boutique, smaller agencies don’t.
- Being too focused on traffic numbers rather than business conversions
We have found that a number of business owners have a mild understanding of the online marketplace, meaning that they know enough to realise that the online market is vital to their business, however not enough to see past increasing the number of visitors to their website shouldn’t be a metric in which they determine ROI.
Successful online marketing should provide you with higher levels of business conversion, boosting the most important aspect of your business looking to improve their website presence in the first place, revenue.
While we have seen evidence of businesses that will provide you with reports showing that traffic numbers have grown, the vast majority of them seem to fail to improve the conversions that your business has been able to generate over that period.
It is great to see that more people are finding your website, however, if those new visitors aren’t adding to your revenues, the whole process has not been able to show a return of investment and becomes a costly exercise.
- Thinking that all business markets are created equally
You may know someone that has seen what the online market can do to their business and the chances are that they are only too happy to share their success when things go right, however it seems that there are business owners out there that believe that online marketing one business sector compared to another should come with a ‘cookie cutter’ style cost.
Unfortunately, that isn’t the way that online marketing works, instead, there are a number of factors that determine the costs required to be able to enhance your business through organic online marketing, things such as competition, business niche and much more.
If you are looking to grow your business in a lucrative and competitive marketplace, especially one that could have some large household brand names in there, don’t get caught up on the pricing that your friend that is selling custom buttons is paying for their marketing.
- Failing to see that a website is a cost of doing business
Many business owners believe that just because their product or service is not deemed to be an online one, having a website is not classified as a cost of running their business.
In fact, having a website is recognised as being a cost of running a successful business and means that the costs for developing, improving and even marketing your business are eligible for being offset against your annual tax costs, dependant on your country of residence.
This means that things such as buying a domain name, having your website designed and marketed and on-going upkeep fees are all able to be offset against your tax up to 100%.
The UK has this included within their tax assessment forms, for more information speak to a financial professional.
- Thinking bigger is better
As a small, boutique agency we have encountered a number of medium to large size businesses that have approached us for services that we have offered, only to find out that they have opted to spend significantly more to have the work completed by a larger named search agency.
While the prospect of being named as a client of one of the UK’s largest SEO agencies may seem appealing, you need to see past the big name and realise that more often than not your website will be handled by a junior level SEO, in some cases someone that is fresh to this evolving industry.
While we may not have a London office address listed on our website, don’t think that we don’t have the expertise and power to be able to compete against larger marketing agencies because unlike with them, each and every client is handled by a specialist, some of which have helped some of the more profound names in the industry have their name enlisted in marketing publications.
Infinity One offer a personal approach and care about each and every one of our clients, joining your business journey to see the growth that both you and your business deserves.
- Overlooking that online marketing can’t enable scalability
Often when business owners look to have us undertake our services on their website, they believe that we are going to be able to enhance their business, however, don’t think about the possibilities that can come alongside that.
A recent client that we were contracted to undertake online marketing for saw huge levels of business growth from their website, making it their primary source of work after an impressive 800% growth in their lead conversion.
While we not only eliminated the need to spend money on Pay Per Click (PPC) advertising, we also increased their brand recognition in a surrounding 40 miles radius, something that was unseen for them throughout the whole of their 25 years history.
We could have continued the scale and scope of those leads to enable them to be able to scale their business into a much more nationwide level of business rather than being seen as local, however, they simply weren’t prepared for that and instead are now overwhelmed with the workload that their website created for them on a monthly basis.