“A common mistake is to not communicate your unique value proposition on the website.”

How much money are you losing because of a poorly designed website? If a user has a disappointing experience when visiting a site, they’re going to be far less likely to buy from the same site again.

Many SMEs already understand the impact their website has on business growth, with some seeing great sales potential in the future of digital retail to generate revenue through an eCommerce site.

But there are others who don’t see that potential, or don’t understand how to take their website to the next level so that it transforms into a positive driver of business growth.

Before you start concerning yourself with tweaking minor details, make sure your site avoids making these common mistakes:

1. Failing to offer unique value 

“A common mistake is to not communicate your unique value proposition on the website,” says Tapmint chief executive Matthew Ho.

The founder of the business consultancy, which creates custom web and mobile apps that generate ROI for businesses, says all too often companies use the same phrases or words to market themselves, for example: “We are the only dry cleaning service in this suburb, we are the only dry cleaner for a specific piece of clothing, or we are the only service that does a 12-hour turnaround.”

A copycat site that fails to bring its own unique viewpoint to the marketplace will never be able to beat all the other competing sites. Once you know what defines your brand, start by drawing attention to the distinctive service or product that you offer, or why you do or make something so much better than anybody else.

It’s important to inject some personality into your site and social media accounts, so people realise you are different and not generic.

2. A site that’s difficult to use

A well-designed site that offers superior performance is key to a great user experience. Customers expect speed and great content, so ensure you grow a loyal following by providing these elements, says Ho.

“Consumers demand a fast, engaging and secure online shopping environment when searching for a product online. We see a direct relationship between online revenues and site performance and, therefore, we have to ensure our site performs well and loads fast.”

By taking the time to improve the overall site content and functionality, website owners can bolster the overall brand and image of their company and keep up with a significant evolution in customer expectation.

3. Not including a call to action 

A call to action is a vital part of any website because it encourages users to complete your website’s objectives, whether it’s supplying an email address, filling in a contact form or signing up for your monthly newsletter.

“You should make it extremely easy for a customer to buy from you, make an enquiry, call a phone number or sign up to your email newsletter,” says Ho.

Actionable, specific language is the most important part of writing your call to action copy, as is an attractive design for drawing attention to the banners and buttons that direct users.

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