Posted on October 26, 2017 · Posted in SEO, Website design by

Whether you’ve just started out on a new business venture or already have a business, the same principles apply.  You’ve put your ideas, capital and most likely many hours into this hoping it will flourish.  Are you seeing the results you hoped for, or is the growth slower than you expected? If it’s the latter, maybe you missed some very crucial steps in marketing your business properly in the digital world.

You have a product or service, hopefully you’ve branded it with a good logo design, you’ve identified your target audience and you have a grasp of the big picture.  But sometimes when we’re focused on the big picture, we miss some finer details that could be vital to success. Saving a few dollars on your website design now will cost you untold dollars in lost revenue later.

When we’re designing a website and determining an online digital strategy there are many important little details that I like to call the building blocks of your foundation.  I always use the analogy of building a home.  You can have the best eye for design but if the foundation fails, the design means nothing and your house will collapse.  The same principles apply to website design. If  a site is not done correctly there’s really little point in having one. Users won’t find you, they will find a competitor instead.

Here we will explain three common mistakes and their importance in the success or failure of your online marketing.

1.  Not Mobile Friendly

Just creating a website in today’s marketing world doesn’t cut it. It’s the bare minimum. Since when does just doing the bare minimum get you optimal results in anything?  Since April 2015 when Google launched its Mobile algorithm (aka Mobilegeddon) it requires your website to be optimized for all mobile applications, cell phones, iPad etc. If your website is not optimized for mobile you’ll be filtered out from the SERPs (search engine result pages) or seriously down-ranked.

To ensure that this doesn’t happen to your business you must develop a mobile responsive website.  What does that mean? Whether users are viewing your site from their desktop, smartphone, or tablet their experience will be a pleasurable one.  Here are some facts for you to mull over while deciding whether to fix these issues.  According to a Hubspot webinar I took a few weeks ago, the drop-off rate from mobile to desktop is 90%.  People will first view your website on a mobile device most likely while on the run, shopping, waiting in a doctor’s office etc.  Consider your own life and how you use devices. Ease of use is key, isn’t it? So, apply this concept to your own site!

walpole-creamery-pagesGood design is also a factor, because 94% of users said that an unattractive website design will send them packing.  It’s reflective of how professional you are. Think about it as if someone was entering your office or storefront for the first time, how do you want it to look?  48% of users consider this the deciding factor of the business’s credibility.  38% will drop off if your site takes more than 3 seconds to load.  So, it’s crucial to make sure your images are optimized and your site speed is excellent!

Look here at Walpole Creamery’s website. It responds effortlessly on any device used. There’s no need to pinch the screen or scroll horizontally, it simply morphs to fit the screen it appears on. This allows visitors to browse easily and prevents a user leaving due to design flaws.

2. Hard to Use-No CTA’s

The main reason for developing a website is to further your reach and gain more clients, correct?  A user shouldn’t have to look through 6 tabs of your website to find your phone number. Your business’s contact information – phone number, address, hours, etc. – should be on the home page and easily seen.  You should have clear CTA’s (Call to Actions) without a user having to spend time looking for them.  A click to call, RFQ (request for quote), schedule or book now, and newsletter signup are all ways of capturing valuable information for re-target marketing at a later date.  The easier you make it for them to contact you the more results you will get.

3. Outdated Content

While the digital era has brought us amazing new technology advances, it has also opened up cyber security risks. This is why keeping themes and plugins fully updated is crucial to your business.  It ensures that every possible entry point is protected on your domain. At PMM we do a complete bit by bit backup of our client’s websites weekly (or daily if needed) and we update all the plugins.  We also recommend installing real-time protection such as Wordfence Security, plus a CAPTCHA option to prevent automated attacks. We also insist that users with administrative access use extremely secure passwords, no pet names or birthdays.


Keep your content updated and fresh to stay current in the search indexes. There’s nothing worse than clicking on a link and getting a 404 error or “page is not available” message especially when it’s a product or landing page. Some websites also lose potential conversions by neglecting their product descriptions, failing to implement proper SEO (search engine optimization) or failing to provide enough information. Any of these mistakes can have a huge impact your bottom line.

If you’re wondering how your website or online strategy measures up, send us a message.  We’d be happy to provide a free evaluation of your website and help guide your digital transformation.