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The next two common mistakes we see deal with website content.

Not Separating Products & Services onto Individual Pages

Frequently, business owners have a single page where they list all of their products and services. While this was an accepted practice years ago, current best practices now recommend separating each product or service onto their own individual web page.

Doing so keeps each web page unique and topical, allowing Google, Bing and other search engines to more easily categorize each topic within their search database.

BOTTOM LINE: Including too many topics onto a single web page may confuse a search engine or dilute the topic and negatively impact that page’s placement in the search results.

Not Differentiating Yourself From the Competition

Most business owners understand the importance of describing what they do or the products they sell. However, some fail to adequately address how their offerings differ from their competition.

Too often, websites don’t include the key differentiators that can separate one company from another. Key differentiators may include: certified technicians or certified installers, offering a better warranty than the industry average, a product that is better for the environment.

BOTTOM LINE: It is not enough to simply tell “WHAT” you do.  Also explain “WHY” someone should choose you as their vendor.

Check Out Other Articles in This Series:

Common Website Mistakes: Part 1

Common Website Mistakes: Part 2

Common Website Mistakes: Part 3