10 Common Website Mistakes (& The Resources to Fix Them Right Now)

This month our live website critique, Website Throwdown, turns one and like any proud parents, we’re celebrating!

Through this little-broadcast-that-could, we have seen nearly 300 websites from across the globe and welcomed some of the industry’s biggest influencers to help us tear as many apart as possible.

The feedback on viewer’s marketing and design has been direct, educational, and most importantly, honest, and we can’t say thank you enough to everyone who has joined us for the ride so far.

Past Website Throwdown Guests

In honor of this exciting landmark, we joined forces with our friend Jeffrey Vocell, Principal Product Manager at HubSpot to bring you “Website Throwdown Roundup,” a one-hour webinar, sharing 10 of the most common website mistakes we’ve encountered over the past 12 months and how to rectify them.

In this article, you’ll find a breakdown of all the mistakes we covered in the broadcast (see recording above), our main talking points, as well as a variety of online resources to help you fix those you’re guilty of before anyone notices. (Don’t worry, we all have at least one.) 

Use them to get your website into tip-top shape, then submit it to our next Website Throwdown to hear what our marketing pros have to say!

Mistake #1: Stock Photo Abuse and Misuse

Everyone uses stock photography, but not everyone uses it well. Brands should always strive to use original photography and graphics when possible, but when you can’t, use these tips to select stock options:

• Align photos with your persona & brand
• Look for candids - Photos where people look directly at the camera are unnatural.
• Avoid cliches
• Edit them - Use image filters and crops
• Try unusual sources like Unsplash (and always consider legal attribution) 

Helpful Resources:

• How to Choose the Perfect Stock Photo Every Time
• 10 Free Stock Photo Sites That Don’t Suck
• FreeStockPhotos.org (HubSpot)

Mistake #2: No Clear Value Proposition

Within seconds of landing on your site, your visitor should understand what you’re selling, what’s the benefit, who it’s for, and why you’re different thanks to a clear value proposition. 

Helpful Resources:

• What Makes Up A Killer Value Proposition? [Infographic]

• How to Write a Value Proposition That Doesn’t Suck
• How to Write a Truly Authentic Value Proposition (HubSpot)
• Useful Value Proposition Examples (And How to Create a Good One) (ConversionXL)

Mistake #3: Disconnect Between Imagery and Messaging 

Whether it’s your hero image, icons, or blog featured images, imagery should aid the goal/message of your written content and resonate with your buyer persona. 

Helpful Resources:

• 7 Tips for Choosing a Hero Image That Will Slay the Design Game
• How to Select the Perfect Image for Your Next Blog Post (HubSpot)
• 7 Tips to Boost Your Site’s Conversion Rate Using Images (KissMetrics)

Mistake #4: Buzzword Abuse

When words are used too frequently they lose all meaning. In line with this idea, buzzwords add no value or credibility to your content. Opt for words that your buyer persona actually uses and understands.

Helpful Resources:

• The 10 Most Overused SaaS Buzzwords (And Why You Need to Abandon Them)
• 35 Buzzwords Every Entrepreneur Should Know [Infographic] (HubSpot)

Mistake #5: Non-Responsive/Incompatible Websites

Visitors aren’t accessing your website from just one place. They’re coming from different browsers, locations, operating systems, and devices. Your website should be prepared to deliver the same experience across all of these platforms.

Helpful Resources:

• How Responsive Web Design Works? [Infographic] (HubSpot)
• Adaptive vs Responsive Web Design: What Offers the Best UX?
• Mobile Site, Responsive, or App: What’s Best for Your Mobile Presence?

Mistake #6: No Clear Path to Conversion

A page without a CTA or form is a dead-end. Consider how visitors are flowing through your website and becoming customers and make sure that clear conversion points are available at all suitable times. 

Helpful Resources:

• The IMPACT Conversion Collection (4-part Guide)
• How Do Conversion Paths Work? [FAQs] (HubSpot)
• Lead Gen 101: How to Create an Intuitive Website Conversion Path (HubSpot)

Mistake #7: Inconsistent Branding

Establish a brand and maintain it across everything you do. When people arrive on one of your landing pages, blogs, etc. it should look like it belongs to your site and company. This consistency helps build trust, credibility, and a sense of professionalism. 

Helpful Resources:

• How to Make a Strong Impression Through Brand Consistency
• 15 Businesses to Admire for Stellar, Consistent Branding

Mistake #8: Missed SEO Opportunities

On-page SEO is essential to getting your website found by new audiences via search engines. 

Helpful Resources:

• How Do I Rank Higher in Search Engines? [Guide]
• 17 SEO Myths to Leave Behind in 2016 [Free Ebook] (HubSpot)
• On-Page SEO Template (HubSpot) 

Mistake #9: Ignoring the Buyer’s Journey

The Buyer’s Journey is the natural research process a potential buyer goes through leading up to a purchase. If your website jumps straight to closing the sale, you will be ignoring the needs of up to 96% of your audience. 

Helpful Resources

• The Buyer’s Journey: Understanding Your Content (HubSpot)
• Understanding The Buyer’s Journey (Pardot)

Mistake #10 Poor Content Optimization/Personalization

Your content should help funnel visitors through the buyer’s journey, not make them exit it. As a marketer, you should strive to cater your content to each visitor through segmentation and personalization. 

Helpful Resources:

• How to Create Personalized Marketing That People Will Love
• 4 Ways to Use Smart Content to Personalize Your Website (HubSpot)
• Improve Conversions with Better Personalization (UXBooth)

How Does Your Website Stack Up?

If your website is suffering from more than one of these mistakes, you're not alone. We've helped dozens of clients revive their inbound marketing and websites and we'd love to help do the same for you.

Click the button below to learn more about our award-winning website redesigns on the HubSpot Website Platform.