1. Lack of Contact Information
It’s okay to provide a way for consumers to contact you using a “Contact Us” form on your site; but you should include a list of your full physical address, phone numbers, fax number if applicable and a company email address. Site navigation needs to be such that the “Contact Us” page is easily located by the user; don’t make it difficult for someone to make that connection with your business. Consumers can become very frustrated when they are searching for a phone number or email address and they can’t seem to find it on the site. Make it easy for those who want to reach out to connect with your business. It is recommended that contact information be included in the footer on the site along with the contact page. This can be a beneficial move that has a positive effect on the user as well as search engine optimization.
2. Content that Contains too much “Market Speak”
It’s quite alright to use the jargon specific to your industry when you are rubbing elbows with colleagues; but your customers don’t need for your content to sound like it’s prepackaged and coming from a stereo. Use your content to tell consumers what your product or service can do for them. Don’t get all caught up in the fluff of marketing speak – get down to the nitty gritty and make your content about consumers, not about your company. Tell them how their lives are going to be improved because they purchased your product. Speak to your audience in their own language.
3. Write for the Search Engines
The very first rule for SEO is to write for human readers, then worry about optimizing for search engines. Too many times, site owners try to make their site search engine friendly that they completely forget who their audience is. Search engines are not going to purchase your products or services, they are not going to be doing business with your brand either. It is very important to properly optimize a site for SEO, but it’s not worth concentrating on it so diligently that you cost the user a good experience. It’s also good to not over optimize a site; Google announced recently that they can assess a penalty for sites that are over-optimized to the point that it does not provide a good user experience.
4. Insufficient Internal Linking
Don’t make it difficult for users to get from one page to another page on the site. Good user experience will allow lateral movement from one internal page to another page on the site. Be certain to link related pages together in order to help users stay engaged. Every page of your site has the potential to rank in the SERPs. Therefore, every page has to be treated like its own landing page. Setting up internal links will be useful if someone happens to end up on a random page on your site via the SERPs, it will allow them to move around easily.
5. Weak Content
It’s important to make it as easy as possible for visitors to find whatever information they are seeking. When you spread content too thin, it can have a negative impact on the user experience. Some of your pages might need to be consolidated in order to make one super page. Some pages may simply need to be made stronger by adding more substantial information. Give your visitors all the information they might want in order to increase conversions.