Dude gets over 200,000 website visitors every month (that screenshot is old.)
And he does it with just 41 pages on his website (38 are blog posts.)
The reason why he gets so many visitors with so few web pages is because creates magnificent ultra-long-form content pieces that are the definitive, best-in-topic posts on the subject.
11. Your reader doesn't know what to do next
Recently, I checked out the website of a major business jet operator.
Overall, one of the better websites I've critiqued.
They have a superbly done jet/helicopter search module where they show you which jet or helicopter is right for you based on flight distance, number of passengers, on-board beds, and charter availability.
Just one problem:
Once you pick out a beautiful jet, and you're happy that it's the right one for you...
THERE'S NO CALL-TO-ACTION.
Do I fantasize about flying on this plane?
Do I print this page out and frame it?
Am I supposed to call you?
Or should I fill out a form and have your sales team call me?
What do I do next?
Don't make me spend my valuable time trying to figure it out.
(And if I'm looking to charter a jet, you can bet my time is very valuable.)
What's the bottom-line impact of your business losing customers because of dumb mistakes like this?
Well, if you're in the business of chartering jets to big-shots, you're probably LOSING somewhere in the range of $50,000 to $100,000 (or more, I'm being very conservative) PER MONTH.
This is money you could have made, but did not make, because your website...
Doesn't have a call-to-action.
(Yikes. Hope the CEO of the above company doesn't read this post. Heads are gonna roll...lol)
12. Not answering your reader's question, "Why should I care?"
You know what the single most persuasive word is in every language known to man and djinn?
Here's a test you can do quickly to find out if your website copy is good or garbage:
Count how many times you use the word "you" and how many times you use the word "I," "we," "our company," or "[company name]."
If you use too many of the latter and barely any of the former, your website copy is garbage.
Your website copy is good if the You's outnumber the I's/We's by 5:1 or 10:1.
As a reader on your website, I don't care about you.
I care about me, and what you can do for me.
How is your product going to make my life better, make me a better version of myself?
("Hey guys, check out this company's Mission and Vision statements. Amazing!")
Here again, you're introducing distractions and violating the Rule of One.
I'm going to go one step further and say you shouldn't even include social sharing buttons on your blog posts.
For three reasons:
Your blog post, in most cases, isn't worth sharing anyway
If it's so good it's worth sharing and there are no sharing buttons, people will share it manually (or use tools like Buffer or Meet Edgar.) I mean, I have Buffer and I still share manually the overwhelming majority of the time.
Would you rather have one additional social share or one new email subscriber? Why not make clicking the CTA for your lead magnet the only action you ask them to take? (Rule of One)
14. No analytics or re-marketing pixels installed
It used to be the case, back in the day, that whenever you wanted to
install Google Analytics,
verify your site on Google Search Console,
include the Google Adwords script or Facebook pixel,
or do any kind of web-code-type-stuff related to marketing...
You had to go to your IT department or web developer and ask them to add code your website.
Then, the IT guys would huff and puff and tell you it's waaaay more complicated than it really is (it's literally Cmd+C/Cmd+V), it's gonna take 2 weeks (takes < 60 secs), yadda yadda yadda.
Now, we have Google Tag Manager.
Or the header/footer scripts module in every commercial Content Management System (e.g Wordpress or Hubspot's Website Builder.)
With any of these tools, you can add your analytics and re-marketing code snippets yourself.
No more wasta-ing your IT guys and gals.
Why are Google Analytics and Google Search Console important?
Because you want to know
who's coming to your website,
how long they stay,
what they are doing while on your website,
which webpages are most popular,
and what keywords you're ranking for.
Why are Adwords and Facebook/Twitter/Linkedin re-marketing pixels important?
Because you can show your content to people who have visited your website before.
Qualified people see your content on social media more often
More repeat visits to your website
More people sign up for your content offers and become leads
Your brand becomes stronger and stronger in the mind of your readers
The more data you have the better and more informed your digital marketing decisions become.
The more interactions you have with your readers, the more likely they are to become your customers.
15. Your website is SLOW
You have less than 3 seconds to get your reader's attention before he leaves your website, never to return.