1. Analytics Not Setup Properly or Not at All
The first thing we do when people approach us with a project is to see what type of tracking they have setup, what data they have collected so far, and what they are doing with that data. More often then not, google analytics is not setup properly, conversion tracking such as tracking phone calls, contact forms, and other meaningful KPI’s are not being tracked at all. Without this data, businesses end up guessing with their digital strategy.
We don’t guess, we track everything, analyze the data, and make educated decisions based on facts. We’ve seen businesses spend thousands and tens of thousands of dollars on a web design project only to find out basic analytics weren’t setup when we were approached for a second opinion.
2. No Clear Customer Journey
Sales funnels, calls to action, there are many different buzz words here that are thrown around. The mistake most people make is not thinking of their website as a way to build a relationship with their clients as well as a sales tool. A great user experience on a website means there is zero second guessing of what the client should do next as they go through the content on your website.
Too often we see a home page that goes straight to the contact page, or brief about us page, and then the client gets stonewalled, bored, and hits the back button never to be seen again. What’s the solution? Provide valuable content that answers your client’s questions in a logical order that builds trust and encourages potential clients to take the next step with you whether that’s reading another piece of content, watching a video, or moving to pick up the phone and call you.
3. The Fold Isn't Everything
Unless you’re Starbucks, most business’s products and services are expensive. This means people won’t pull the trigger immediately on services worth hundreds of thousands of dollars or millions of dollars without knowing you are the right fit for them. How do you make sure you’re the right fit over your competition? Well, there are 3.5 billion searches per day in Google alone. Our mission here at IDM is to put the right businesses in front of those searches by providing valuable content that answers and solves your client’s challenges.
Yes, having clear concise messaging above the fold on your website IS still important. However, people often rely on their offer and value proposition too much above the fold and forget that people still need to build