We’ve been in the digital business for over 15 years, and we’re often asked to critique existing websites as part of planning for an overhaul.
The ways a digital presence can actually make life more difficult for a business – rather than improve it – are many and varied.
Here are five things we see most often:
Mistake 1: Building your business on social media
Social media is a great way to connect with potential customers. The problem is, you don’t own the platform. You’re effectively leasing an account for free, which means you’re subject to whatever terms and algorithms they decide to implement – with no recourse.
Facebook and Instagram use algorithms to determine who sees your content, when and how often. Even if you manage to get 100 fans to like your Page, a typical post might only be seen by five of them.
Want to reach more people? You’ll need to pay to boost your post. But even then, reach is limited and depends on how much you spend.
If you’re serious about your business, build a digital presence in a location that you control.
Mistake 2: Using a free domain for email
Gmail, Hotmail and Outlook are free – and that’s great. But free also means anyone can create an account, including spammers. Many free email addresses are automatically flagged as spam.
Purchasing a domain name and setting up a custom email address looks far more professional. It can be as affordable or feature-rich as you need.
Purchasing a domain name and setting up a custom email address is straightforward and makes a real difference to how professional your business looks.
Mistake 3: Cheap hosting
With hosting, you really do get what you pay for. If you’re running a personal blog, cheap hosting might be fine. But for a business, it can cost you customers.
Think about the last time you landed on a slow site. Did you wait? Or did you move on?
Google also penalises slow-loading sites, which affects your SEO.
If your customers are in Australia, invest in quality Australian hosting. If you have a global audience, make sure your hosting is configured to support it.
Mistake 4: Keeping “http” instead of using “https”
HTTPS means your site has a security certificate installed. It protects your users, your data and your reputation.
Benefits include:
- Protecting the integrity of your website
- Securing user privacy
- Enabling encrypted traffic via TLS or SSL
- Required for ecommerce transactions
- Used by Google as an SEO ranking factor
- Marked as “not secure” in browsers if missing
Install an SSL certificate. Free options like Let’s Encrypt have been available since 2016, or you can choose a commercial provider.
Mistake 5: Not keeping your website updated, and getting hacked
Websites are attacked for all sorts of reasons. A compromised site can damage your brand, cause financial loss, create emotional stress and even lead to legal liability. It may also be blacklisted by Google or lose SEO ranking.
Prevention is always better than cure.
Keep your website updated. If you can’t or don’t want to DIY, hire someone to manage it for you.
Want to make sure your website is working for your business? Get in touch for practical advice.
