The more complex and cluttered your website is, the harder time your visitor has when she visits.
Keep it simple.
Take some extra time to review your content from a new visitor’s perspective. Common business website issues for the general public include:
- industry-specific jargon that a non-initiate would not understand (if your site is targeted to people who would understand your lexicon, by all means, stick to it; if you’re reaching out to people not familiar with your industry, at least add a glossary page)
- alphabet soup, with many abbreviations or acronyms that only specialists understand (just because you refer to it does not mean your customer understands it)
- cryptic navigation (test your site on people outside of your industry: if they find the navigation confusing, rework so it’s more straightforward)
- too many words (you don’t need to explain your entire procedure when only a few phrases, some well-placed diagrams, or an image will suffice)
- not enough information (your website is part of your sales team, so make it work just like a salesperson. Provide lists of features and benefits, offer internet specials, and add a buy now button.)
- no call to action (if your website doesn’t inform visitors of their next steps, they will not know what to do next. Explain their next step!)
- correct contact information (add your correct contact information to each page so visitors know how to find you)
Give your potential customers enough web-based information so they easily and naturally take the next step to saying yes to you and your services.