1. Not being mobile friendly
Have you seen your latest traffic analytics? The amount of traffic to websites from mobile devices has become as big, if not bigger, than desktop traffic. This is certainly true in the evening and weekends. I have noticed myself on at least two client sites that mobile based traffic jumped from around 30% last year to around 50% this year.
If the visitor has a poor experience on your website or dedicated mobile page then they will drop off very quickly. You need to ensure that the page that they hit is optimised for a phone or tablet so that it is very clear, very quickly, what is it that you can do for them. This leads on nicely to:
2. Not taking advantage of local SEO opportunities
The vast majority of consumers search for a business locally, such as plumbing, waste removal, dentists and carpet stores. If you provide services to your local community then you must provide content that includes your location and target areas.
In practise, this means that you need to make sure that you have your location tagged on images and mentioned in the text on your website so, for example, consumers looking for "Plumber in Woking" will be able to find you.
Other things you should be doing are:
- Make sure that you are listed on Google 'My Business'. See https://www.google.co.uk/business
- Add a Google Map to your website as this immediately shouts 'LOCAL!'. See https://support.google.com/maps/answer/144361
- Make sure that your location in in your Meta description tag. See https://moz.com/learn/seo/meta-description
- The search engines will rank you higher when they see that you are socially aware so include a link to your social media channels, think about using a suitable YouTube video perhaps, or have an embedded stream from Facebook or Twitter.
3. Site Speed
This is even more important than ever, and will remain so. Don't be tempted to stick with a 'beautiful' website if it takes more than a few seconds to load. You will lose 10% of prospects if your page even takes one second to load or lose almost half of our visitors if it takes more than 4 seconds!
Having a fast loading site is now part of an improved customer experience and getting this right could see you acquiring the customer ahead of your competition.
4. Not using customer reviews
Consumers are now expecting to see Reviews and preferably from an authority review site such as Trustpilot. It has become part of a customer's thought process when making a buying decision. This might not relate to your service or business in which case make sure that you have clear links to, or even show some meaningful customer testimonials.
If you do sell products then trusted reviews can make the difference between a sale or a prospect walking away. If you use Google Adwords PPC then these reviews can now show up on your Ad which will certainly add more weight to your Ad.
Having authority reviews is now a great way of adding an element of instant trust to your offer.
Actively encourage the harvesting of reviews. If you have provided a customer with a great experience then contact them and ask them nicely if they wouldn't mind leaving a review. Give them a link to the service to make it easy for them. Maybe you can offer them a future discount in return.
Don't be disheartened by the odd negative review. The very worst and offensive can always be deleted but if they raise a valid point then by addressing the review in-situ providing a solution can actually look really good to another prospect. Everybody makes mistakes, everybody has a difficult customer. By showing your great service, after the fact, speaks volumes for your business. Just make sure you do address them and do indeed sort it out!
Importantly, the search engines now love to see reference to reviews on a website so it will actually enhance your rankings due to improved SEO.