I’ve spent a lot of time reviewing business owners and entrepreneurs websites. It astounded me that at least 80% of them were making some if not all of these mistakes.
It’s only 3 simple things but getting this wrong can have such a negative impact on the success of your website.
I want to talk to you about the three common mistakes that people make when they’re building their website. The reason that I’m doing this video is because I have seen time and time again these three mistakes. This is my way of informing you about these mistakes so then you can go and have a look at your website. Or if you’re building your website, you can just be aware of this so that you can not make the same mistakes. That’s the outcome of this video is that you don’t make these mistakes. They’re very, very, very simple.
The reason that I know this is not just like a one-off thing, is because I recently did a three-and-a-half-hour mammoth website review session where I actually went through about 70 websites. I did another session where I did about another 30. In the last couple of weeks I’ve actually reviewed over 100 different business owners’ websites. I’ve seen this. I would say about 80% of the time these three mistakes keep popping up.
The first mistake is not having a clear and compelling headline. That means that when I land on the page, I’m pretty much just left to fend for myself. There’s no outcome. There’s no why am I here. There’s no I want you to do this. I don’t know what the page represents. I don’t know what the company represents. I don’t know what I’m meant to do. The first is a clear and compelling headline. You must have a clear and compelling headline on the opening page of your website. If that is your homepage, your landing page, whenever someone lands on a page, tell the person why they’re there. You can do this in two ways. There is the right creative side of the brain and there is the left logical side of the brain. The right creative or the headline would be something like, and I’m going to use these examples, we can say, for example, for Airbnb, they say welcome home. Then the left side of the brain, the slogan, the [strapline 02:16], the more analytical, logical side gives you a description of what this does. Welcome home is the creative headline. Rent unique places to stay from local hosts in 190+ countries. It tells you exactly what it does. It makes you feel good and it tells you what it does. A great example of a headline.
Let’s also look at Uber. Uber is another good example. Your ride on demand: transportation in minutes with the Uber app. We have a headline and a subtitle, and it’s there and it tells you what it does. Another example of this is Spotify. It’s play time. It gives you just enough to want to look into it, but doesn’t tell you what it does. Say hello to the most entertaining Spotify ever. Play free or subscribe to Spotify Premium. This doesn’t exactly tell you what it does but it does give you an idea if you know what Spotify is. This could be improved by saying that it’s music, but we know what Spotify is. Again, it’s just an example of a headline with the right and the left side of the brain.
Another one is Netflix. Watch TV programs and films any time, anywhere. It’s really, really simple. Actually, they say plans from 5.99 a month, which actually gives you everything that you need in the site right there. Something else you’re going to see here in these videos is the second mistake that I see people making, and that is having a clear call to action. When I come back here, how it works is grayed out, but what we have here is search. It is a different color and it stands out and it pops. A call to action should be different to anything else on the website.
If we go to Uber and we look at Uber’s, we can see that their call to action button is blue. Anything that they want you to do is blue. Sign up or become a driver. See how login and signup here, they’re different? They’re not worried about that. They’re not worried about the menu. All they want you to do is click on one of these two buttons, which is what you see. When we come to Spotify, they just want to get you involved. They want you to get involved. To do that, we have a big green button that says play free. If you want to go premium, you can. There is an option to do that, but they’re interested in the call to action, which is just to get you into the system. That is why they have the green play free button.
Again, Netflix, when we come here, start your free month. Now these companies, they spend a lot of money on working this copy, this content, what it says, where it’s placed. They have a big red button that says start your free month. Again, when you look on the page, it stands out. What I really want you to do is start looking at your headline and start looking at your call to action.
The third thing, which is the biggest mistake that I see people making, is they are not tracking analytics. Google Analytics is a free platform. If you go to google.com/analytics, you can register for free. You can create an analytic account. You can install some code on your website and then you can track what people are doing when they land on your website. 80% of the people that I reviewed were not doing this. There are your three things that I would suggest you do to avoid the common mistakes that people make when they build their website.