Nate Vickery is a marketing consultant and an online author mostly focused on digital marketing trends and practices for startups and SMBs. He is also the executive editor at Bizzmark Blog and an author on The Next Web.
When you’re running a startup, your website traffic can be a make-it-or-break-it factor for the success of your business. After your new website is built, you get an initial surge of traffic, and everything is coming up roses, but after some time, you notice that fewer and fewer people come, and those who do, don’t stick around for too long. This is a big problem, because today’s businesses heavily rely on their web traffic in order to acquire new customers. But, don’t despair, because with a couple of changes, your website can dominate SERPs and start attracting visitors again. Here’s a list of your potential mistakes.
Your content isn’t working
Generating leads is of crucial importance for any business, and for startups all the more so, because they need to build their audience from scratch. The purpose of publishing content is to engage your audience and to subtly push them towards converting. Here’s a stat that perfectly illustrates the power of content marketing: companies that publish more than 16 blog posts a month score 3.5 times more traffic than those that publish 0-1 blog posts a month. If you follow the steps of 60% of marketers who say that they produce at least one piece of content every day, you’re on the safe side, right? Well, it depends on the readability and legibility of your posts. Readability refers to whether your content is a compelling and enjoyable read, while the legibility part refers to whether your content is visually appealing and not hard on the eyes. Make sure to use a 14-point font size for the text itself, while your headlines should be set to 22 points. As for the font style itself, opting for Arial, Calibri or Times New Roman is the best solution.
Website owners tend to believe that SEO shouldn’t be among their top priorities, and if we add to that the common misconception about SEO being dead, we get poorly structured websites that are practically invisible to Google. Some of the tips that will improve your SEO include crafting your titles properly, using descriptive meta tags relevant to the topic your website deals with, using the right keywords that will direct your audience towards your website, and being consistent with domain names. If all this sounds incomprehensible to you, don’t take your chances and hire a seasoned SEO consulting agency that will build a solid SEO foundation and boost your website rankings. If we bear in mind that 91.5% of Google traffic stays on the first page of SERPs, it’s a no-brainer that you need to optimize your site asap.
Typos and spelling mistakes
Does this need any clarification at all? Any respectable and relevant website provides its readers with impeccably written content that has been proofread, and carefully checked for style errors. If you don’t pay attention to this aspect of your content, your website will lose its credibility and trustworthiness. If you can’t afford professional services, at least run your content through a spellchecker, and prevent your website from being referred to as sloppy and third-rate.
Your website is user unfriendly
User experience has become an important ranking signal. This means that if your website navigation is confusing, your UX will suffer, and subsequently, this will affect your rankings. Intuitive, decluttered website design, that allows your visitors to quickly find what they’re looking for will definitely improve your dwell time, a metric that helps Google understand how relevant and useful a web page is. If a visitor leaves after a couple of seconds, the search engine will take a cue that the said web page doesn’t have much to offer, but if the dwell time is more than 3 minutes, it’s a good sign that will put you in Google’s good books.
Too many ads
If your website is full of annoying ads that keep on popping up all the time, your visitors will soon get tired and bounce off. At the same time, you’re going to experience the wrath of Fred, Google’s relentless latest algorithm update which will punish you and push your website far away from the first page of SERPs. We all know that ad monetization is an important source of income for website owners, but if you become to salesy, you will get more than you have bargained for.
No mobile optimization
These days, people mainly browse the internet via their mobile devices, and since we can expect that global mobile data will increase sevenfold between 2016 and 2021, it’s safe to say that you’re toast if your website isn’t mobile optimized. To put it more accurately, if you don’t provide a mobile-friendly version of your site, approximately 50% of your potential visitors won’t even bother to stay and read your super helpful content.
Each and every one of these mistakes causes your website to lose a certain percentage of your prospective target audience. With several tweaks and fixes, your website could be thriving again.