Andrea Lacasse | Brand Strategy & Web Design

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Which of These Website Mistakes Are You Making?


1. Not writing a proper headline for your hero

Your hero is the first thing people see on your website. Some people say “above the fold” but it’s the hero section of your homepage and it’s very important. It’s the content that loads first on your page, it’s at the top and it’s got to be captivating, compelling, and irresistible.

I rarely write a solid hero title on the first or second try. It takes many iterations, trial and error, testing, testing, and more testing to distill your primary offering to your target audience in less than 10 words.

Spend time thinking about your number one persona, your super fan, and what they look to you for, what need your products or services fulfill and write a proper headline for them.

2. Talking about yourself in your copy and not talking TO your customers

You customer wants to see how your product fits into their life. They want to know what’s in it for them.

Eventually, when you have an engaged audience they might want to know a little bit about you, how you started, and why you do what you do. There is a time and place to share that information on an about page or in a blog post.

On your home page, focus your copywriting on your customer. They really want to know what’s in it for them so focus your copywriting on appealing to their wants and needs. When you write your copy use the words “you” and “your” to speak directly to your audience.

3. Using low quality or lame stock imagery

I don’t mince meat over here. If your site imagery is lame, like bad stock photo lame, you should just delete the photos all together and have no imagery on your site. They are that harmful to your website.

Your site needs high quality photography. There is no way around it. You can use some amazing stock photos from sites like Unsplash and Pexels for free or purchase some from Adobe Stock to hold you over but your goal should be to invest in professional photos as soon as possible.

Get professional photos taken of yourself, your products, your shop, your operation, your process and so on and use those on your site.

Make the investment, get with a professional photographer and get a shot list together of everything you need photographed for your website.

4. Not including enough calls to action

One CTA is not enough. You might feel like having the same button over and over on your site is annoying to your visitors but it isn’t.

Different people will be in different buying stages: cold, warm, and hot.

Cold visitors need a lot of time to look at your site and probably won’t even buy from you on a first visit.

Warm visitors might buy from you on a first visit because they’ve heard about you before, but they will need time to review your content, your offering, and will likely make a decision sooner than cold visitors.

Hot visitors know who you are, they want what you have, and are ready to buy.

Each one of these people needs a different amount of information in order to feel confident enough to buy from you. So, the hot visitor might buy from your hero CTA, the warm might buy half way down the home page with another CTA, and the cold visitor might buy from you after visiting every page on your site – you need CTAs everywhere your visitors go and you need to make it easy for them to click.

5. Not having a blog (or at least considering it)

First, blogs are very important for the internet. Nine out of ten things I search for online put me on someone’s blog whether it’s for a recipe, tips on how to do something, or to read people’s stories.

Your brand might benefit from a blog, so consider adding one to your site. Think about what types of content make sense for your audience and your brand.

It creates an opportunity for you to share behind the scenes aspects of your business, tips on how to use your products, and information to help people make buying decisions for your products.

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