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6 Website Optimization Mistakes and How to Fix Them

Diving into the world of website optimization can be a game-changer for your thriving business.

Imagine having a product or service that’s simply unbeatable – the cream of the freakin’ crop!

You’re punctual, reliable, and people would be out of their minds not to order from you. But then, there’s your website. Something’s not clicking, and it’s driving potential customers away. Is it the content, the color palette, or the overall business website design?

Perhaps you’re here because you’re aware that a staggering 93 percent of US adults use the internet, and you don’t want your website to fall victim to common design mistakes that could cost you clients.

No matter if you’ve been in the web design scene for a while or you’re just starting out, we’ve got you covered. We’ve identified six prevalent website issues and will guide you through fixing them. Ready to transform your online presence? Keep reading.

Table of Contents

1. Your Website is Too Clunky

Website optimization is crucial when it comes to user engagement and retention.

Do you recall the hype that surrounds a new Star Wars movie, where fans line up for blocks, eagerly waiting in shifts to see it on opening night, and are willing to do whatever it takes to get their hands on tickets?

While a movie theater can afford to have a slow ticket machine, adding 10 seconds to every transaction, your website cannot.

Research has shown that websites with a load time of five-second or more have a  bounce rate of 90 percent. Yes, you read that right, 90 PERCENT.

It’s rare to find 9 out of 10 people who agree on anything, except when it comes to ditching websites that take too long to load. So, don’t be left behind. Optimize your website for better user experience and retention.

The Fix:

Take some time to explore website optimization by visiting your website from various browsers and devices. Involve your friends and family too.

If everyone’s answer to the question, “Is my site too slow?” is “Yep!”, then you know that the issue is potentially on your end. And from there, it’s time to do some troubleshooting.

Do you need DDOS protection? Are you using plugins that don’t play nicely with each other? While you’re engaged in this analysis, you’ll also want to make sure that the loading problems don’t extend to mobile — or worse, are mobile-exclusive.

2. Your Website is Outdated

Website optimization is crucial to keeping up with modern digital audiences and avoiding an outdated appearance.

We’ve all seen how things that were once considered cutting edge and trendy, like mullets, Elvis Presley wigs, and the Space Jam website, quickly become outdated and make you look like a has-been, sometimes even within the same decade. If your site has those vibes, you may need a redesign.

That’s why we’ve emphasized the need for a redesign if your website looks outdated. Modern digital audiences are sophisticated and have high standards and expectations for business websites.

If your website fails to convey a professional and trustworthy image, potential customers may hesitate to provide their credit card information to what they perceive as a sketchy company.

Don’t let your website become a laughing stock. Stay ahead of the game with website optimization to ensure that your website doesn’t look hilariously old.

The Fix:

It’s time for some honest self-reflection, especially when it comes to website optimization.

Has it been a while since you built the website? Are you using less-than-flattering photos and amateur lighting? Does your webpage give off the impression that it was designed during the MySpace era even though you built it a couple of years ago?

You may need to take a deep breath, do a “business website design near me” Google search, and start the process of a website redesign.

At BrashBerry, we’ve been at this since 2001. Check out our web design services to find out how we can take your website from outdated to “AWESOME”!

3. You're Not Speaking to Your Ideal Customer

With website optimization, many business owners stress the importance of buyer personas and “speaking to your customers.” However, implementing this advice can be challenging, depending on your product.

If you have a product or service that caters to a wide range of consumers, your potential client base could be in the hundreds of thousands, or even millions.

However, it’s crucial not to forget that even if your product or service is meant for everyone, not every potential buyer will have the same concerns.

For example, the coach of your local Little League team faces challenges such as dealing with angry parents, hungry children, and transporting players. Still, these issues will look vastly different from those encountered by the head coach of an MLB team.

Therefore, if you’re selling a product to coaches, it’s essential to understand who you’re talking to, or else your website may not convert as much as you’d like it to.

The Fix:

When focusing on website optimization, consider targeting a specific audience for your products or services.

Perhaps, instead of selling handmade soaps to “Everyone who bathes or showers,” you could cater to eco-conscious, artsy individuals who adore the aroma of essential oils during their baths.

Or, rather than offering “HVAC services for anyone with a furnace,” you could assist homeowners with older appliances.

Once you have a clear understanding of your ideal buyer, refine your website copy to address them effectively.

4. You're Saying Too Much to Your Ideal Customer

Understanding that different people can want the same product for entirely different reasons is essential for website optimization.

For example, a hardcore sports fan who never misses a game might be planning to host the ultimate Super Bowl party, while a reality TV show fan may be preparing for a cooking show marathon.

Despite their differences, both individuals could potentially be in the market for the same TV.

Here’s why this is essential for your website:

We’ve all been to a party or event where two people were so engrossed in their conversation that they ignored everyone else in the room. Even if you were interested in the conversation, approaching them would be awkward.

Similarly, if your product or service has potential use across multiple demographics, you don’t want to focus solely on one individual while ignoring all the other potential customers around you. Website optimization should cater to all potential customers to maximize sales and conversions.

That’s how you lose out on money and clients.

The Fix:

When working on website optimization, it’s crucial to understand the benefits of your product or service.

Ask yourself, “Who would like this?”

You may already have a primary demographic in mind. However, the insights you gain at this stage could still surprise you and help refine your target audience.

5. The Important Stuff is Too Many Clicks Away

Most internet users are prepared to accept the reality that one-page websites typically aren’t a thing for businesses. But at the same time, finding a checkout page or Contact Us form shouldn’t feel like navigating a maze or solving a crossword puzzle.

Website optimization is more than just the appearance of your site; it also includes providing an exceptional user experience.

While most internet users understand that one-page websites typically aren’t feasible for businesses, finding a checkout page or a Contact Us form shouldn’t feel like navigating a maze or solving a crossword puzzle.

According to SmallBizGenius, 56 percent of people stick with brands that “get them”. Your website is your opportunity to show people that you understand their needs on a deep, intuitive level.

That’s why the best web design strategies prioritize providing information without making people work too hard to find what they need. By doing so, you can improve the user experience and encourage visitors to become loyal customers.

The Fix:

In the pursuit of website optimization, it’s helpful to gather feedback from people outside your industry by having them navigate your website.

Do 10 out of 10 people struggle to find your privacy policy? Is your price menu hidden within the navigation bar and two clicks away? Is crucial information buried beneath heaps of text?

Based on the feedback, consider ways to make essential pages more accessible to your users and improve their overall experience.

6. You Don't Have Trust Markers

Trust markers play a critical role in website optimization. They are pieces of information or images that provide potential customers with evidence that your business is capable of delivering what they need.

Freelancing Digest even has a whole article on the importance of trust markers. Essentially, trust markers give people the impression that you’re ultra-capable without having to explicitly say, “Look at me! I’m amazing!”.

Do you have any awards or accolades for your work? Are customers raving about your services on Yelp and Google? Are you using a trusted payment processor like PayPal or Visa?

Ultimately, people want to do business with companies they can trust. If your website isn’t building trust, you could be missing out on significant revenue. Incorporating trust markers into your website design can enhance credibility and improve conversion rates.

The Fix:

As a part of website optimization, it’s time to reflect on your professional history and highlight your accomplishments.

Have you been featured in any news articles or op-eds? Were you mentored by a legendary figure in your industry? Did you help a client skyrocket their revenue in a short amount of time?

This is your chance to showcase your successes and showcase your strengths to potential customers.

Want to Know More About website optimization for your business?

As a business owner, you have a lot on your plate, from attending to clients, marketing, and other offline lead generation tasks, making it hard to allocate time to improve your website design.

At BrashBerry, we understand the struggle and offer a range of services to assist with web design, marketing strategies, and more. 

Book an appointment with us today and let us help optimize your website for maximum impact.

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