It’s surprising how many small businesses neglect to ensure their website is the most effective it can be in terms of delivering value to customers. When running a small or medium sized business in 2018, it’s vital to make sure that your website content is optimised, regularly updated and delivering value to customers.
Despite this, many small businesses in the UK simply aren’t making the most out of their website. According to recent research by an online marketing specialist, 98% of 1,000 business websites included in the survey feature at least one of the following common mistakes. Check through this list and make sure your company website isn’t one of them.
Error 1: using clichés
Around 33% of the small business websites analysed during the research use the same handful of cliched adjectives to describe what they do. The most commonly used and much-repeated adjectives include “friendly”, “specialist”, “experienced”, “family-run” and “independent”.
Of course, there’s nothing wrong with any of these descriptors on an individual basis, and they are neither misleading nor offensive. However, the fact that they are overused on so many SME websites means that they have little to no impact.
By creating content and descriptors that are bland and over-used, businesses are failing to stand out from a crowded market and are simply blending in with everyone else.
Error 2: not enough colour
It was found that almost every SME uses one colour in their logo and for almost half of the websites analysed, the colour chosen is blue. Businesses that choose to take a risk on different colours have much more chance of standing out and establishing themselves as truly independent, confident and vibrant.
Colour sends a message to potential customers, while a lack of it can suggest the business is lacking in flair and personality. Around 28% of SMEs also make the mistake of setting their website on a plain, white background, which misses a crucial opportunity to raise the profile of their brand against competitors.
Error 3: too many fonts
More than 75% of UK SMEs use more than one font on their website. Just over half (51%) use more than three fonts on their website. This is an easily avoidable error which has surprisingly impactful consequences.
Using different fonts gives the impression of inconsistency, unprofessional design, a lack of clarity and general messiness. A well-chosen, consistently used font positively affects the way website readers view the business.
Error 4: inadequate descriptions
More than 66% of UK small businesses use just one or two descriptors on their website. Simply put, they are not communicating what they do, sell and stand for to potential customers.
Creating a clear and easily understandable business identity is crucial to gaining and retaining customers. This should show throughout a business website and leave customers in no doubt as to who you are, what you sell and what you can do for them.
Error 5: poor choice of pictures
About 5% of SME websites surveyed had no images at all on their websites or include pictures that have no relevance to their business, service or company. A proper use of images helps to engage website visitors and should be treated in line with written content.
If any of these common mistakes are reflected in your website and you’d like some advice on how to maximise your online brand, contact the team at Turner Little. We can help you reach potential customers in meaningful ways.
About Turner Little
Founded in 1998 in Yorkshire, UK, Turner Little is a specialist UK and offshore company formation, banking and corporate services provider. Our services include company formation, UK and offshore banking, asset protection, credit correction/repair, trademarking and trusts. Other services include Internet services, mail forwarding, wills and probate. Turner Little’s vision is to offer the best possible service, together with market leading products.
