Is your website unintentionally losing you customers?

Many business owners build their own websites, which is absolutely fantastic.

However, there are some common mistakes which I’ve seen time and again which could be costing you business.

So if you’re wondering “why isn’t my business isn’t showing up on Google?” or you’re not getting any enquiries through, this blog post will help you know what’s broken and how to fix it.

#1: Not using the right keywords

You need to use keywords so that your clients can find you.

For example, if you’re a gardener in London using eco-friendly methods, you need to include these words naturally in your website copy.

Some keywords are highly competitive, so it’s important to choose strategically.

How to fix it:

1. Brainstorm all the words that people might put into Google that you’d like to appear for.
2. Do some research on who is currently at the top. Put your browser into in cognito mode and search for your terms (this ensures that you’re not seeing results based on previous history and is a very important step. You can also see where you’re ranking through this free strategy.
3. Based on the words you’ve written, choose the ones that are less competitive. For example, instead of ‘gardening services’ which is vague and will be highly competitive, choose something like ‘eco-friendly gardening services in [your location].
4. You then need to make sure these words are included throughout your website in natural ways. This includes the words on your page, your headings, and so on.
   • Want help with this? Get a free marketing audit for your website and I’ll help you with the more technical details of keywords, plus a video explanation of what needs to change and why.
5. You should also create some cornerstone blog content for your website which answers your clients’ main questions, helping your ranking and building trust.

#2: Focussing on features, not benefits

Good copywriting (the words on the page) should convert prospective clients into buyers.

It can also help your organic search engine rankings (aka get you to the top of google without paid ads) if done correctly.

Part of good copywriting is features, not benefits. As a qualified copywriter, one of the main mistakes you can make on your small business website is focussing on features, not benefits.

Don’t focus on what you’re selling, focus on why it matters to your client.

How to fix it:

• Think about what your clients actually want to know and focus on that. For example, don’t say:
  • ‘We use the Lawnmower 3000 to mow your grass’ (you may care about this, but the average person won’t!)
  • Instead, change it to → ‘We use eco-friendly technology to cut your grass quickly and efficiently, so you don’t have to worry about chemicals in your space.’
• Use as few words as possible. Attention span is short. Keep it brief and to the point.

#3: No clear ‘Call To Action’

A Call To Action tells the viewer to do something.

What do you want them to do? Complete an enquiry form? Call you?

How to fix it:

• Whatever it is that you want your customer to do, tell them!
• Clearly.

#4: Not checking how your website looks on different devices

Most people browse on their phones. But the likelihood is, you built your website on a laptop or desktop. Or someone else did it for you!

How does your website look on a mobile device?

If it looks skewed, or you can’t see the ‘Enquire’ button, you need to get that sorted ASAP!

How to fix it:

• This depends on how your website was built. On builders like WordPress.com, Wix, Squarespace, Webflow and so on, you should be able to alter the view and change accordingly.
• If you sourced a web developer for your website, ask them to help you!

#5: Not capturing e-mails

If you’ve got people to visit your website, you’ve already done a lot of the hard work.

But what if they leave your website and you lose them forever?

Don’t waste that hard work. You need to be capturing e-mails.

This will help build a list of people who are interested in your services but may not be ready to buy from you.

How to fix it:

• Set up an e-mail capture form on your website using a platform like Mailchimp or MailerLite*.
• Build a free resource (‘Lead Magnet’) which they receive in exchange for subscribing to your mailing list.
• Set up an automation in your e-mail platform to send this resource to your new subscribers.
• Start building that list!

*Cyber security for small businesses is very important. If you’re based in the UK, you need to make sure your mailing list is UK GDPR compliant (e.g. people are consenting to receive emails from you for a specific purpose); most website builders have built in options now, so be sure to use them.

If you get stuck, get in touch and I’ll be happy to help you!

---

#6: No policies or cookie consent

On the subject of cyber security, you need to ensure you have the correct policies and plugins.

If you are gathering data about your website visitors in any way, you need to tell them about it. This includes a Privacy Policy and a Cookie Policy.

How to fix it:

• If you use WordPress, you can easily add plugins to your website to add these policies and consent forms. To get specific advice for your website platform, there’s lots of helpful advice out there.
• The Information Commissioner’s Office should be your first port of call for guidance on matters of cyber security.

#7: Not gathering data

You really need to be gathering data (in a GDPR compliant manner) about who is coming to your website and their experience. After all, how will you know what’s working or losing you customers on your website if you’re not tracking the data?

How to fix it:

• Some website providers have built-in analytics. However, I’d recommend you set up a Google Analytics account. There are many helpful videos on YouTube about how to do this successfully.

• If you get stuck, get in touch!

#8: Broken links and forms

Does your website have any 404 Error pages – or worse, a form that doesn’t work?

Be sure to check your website regularly to ensure things are functioning the way they should.

How to fix it:

• Check your enquiry form – right now! Put in your details and check that you get an e-mail when you submit it. If it doesn’t, you need to check that things are working.
• Delete or redirect any error pages as this will be negatively affecting your SEO.

I hope this advice was helpful for you and your small business!

If you implement these strategies, you’ll be well on your way to getting your business website to rank on Google and get more customers.