Author: Hannah Gilchrist
Date: 08/06/2010
UK companies are missing out on potential sales thanks to missing web pages on their websites, new research has found. Here we suggest a website checklist to ensure you’re not turning customers off.
The websites of the UK’s fastest growing companies are losing sales, according to research from BT Business and Latitude. The analysis of the websites of the Real Business Hot 100, revealed that almost half are shutting out potential customers through missing web pages (404 error).
“These companies are top of the class for sales performance but at the bottom when it comes to capturing potential customers online,” explains Ivan Croxford, general manager digital marketing services, BT Business.
“By ignoring the opportunities that the Internet brings they’re disadvantaged in the current climate and are not equipped with all the tools available to market themselves and attract and retain customers. As more and more are looking online to conduct their daily lives both personally and professionally, these businesses are really missing a trick.”
So what can you do to ensure your site is alive and kicking?
1. Design. Remember less is more. Don’t cram your site full of graphics and text. Ensure that your website reflects the professional image of your business.
2. Navigate. Make it clear how customers can move around your site and provide calls to action so they can continue their journey with you.
3. Double check for broken links. There’s nothing worse than clicking on an important link to a product only to find it doesn’t work.
4. Update. Don’t just build a website and then expect it to maintain itself. Keep offers and promotions up to date to ensure your customers keep coming back.