The biggest mistake that many small business owners might make would be to build and maintain their own website. Sure, companies like GoDaddy, Wix, Weebly, and Vistaprint make it look like an easy task that anybody can handle, but do you simply want a website or do you want a website that can effectively compete online? Playing part-time webmaster when your business is at stake is clearly an example of being penny wise and pound foolish.
The next temptation is to hire one of the thousands of amateurs who hang out a “webmaster” shingle simply because they can navigate their way around the basic use of a CMS website building platform. That might be the computer repair shop in town that is trying to keep itself busy or even a family member or that “nice kid who knows a lot about computers” down the road. Inevitably, these people know very little about how to generate effective online buying decisions, and they absolutely understand zero about your particular business and its competitive environment.
Whether you insist on building your own site, or whether you simply want to keep an eye on your webmaster, there are a few common mistakes that you will want to avoid. Usually these mistakes are errors of omission, but they can also be reflections of careless work habits.
- Ignoring Mobile Devices: Checking the Google Analytics of two client websites in recent days, I was astounded to see that over two-thirds of traffic was now coming from users of smartphones, with conventional desktop and laptop computers coming in third to tablets. If your site is not mobile-friendly, you are turning away a tremendous portion of your market. Do not be deceived by the fact that almost any website may be viewed on a smartphone. There is a big difference between being able to view a site and actually engaging in a non-frustrating experience. Has your site abandoned the use of Flash (a popular way to present dynamic website content until support was dropped by iOS and Android devices), is content scaling down to the size of the display, does the navigation work with pudgy fingers, and can users tap a phone number displayed on your site to initiate a phone call?
- Google Analytics: Yes, that comes next on the list. One of the biggest mistakes that can be made is to have a website without the advantage of running Google Analytics. It is a free tool, it is easy to install, and it provides a wealth of extremely valuable information regarding the visitors to your site, traffic sources, and much more.
- Using Templates and Ignoring META Content: I am amazed at how many website titles display as “Just another WordPress site” because the webmaster did not take the minimal time and effort (or perhaps did not have the knowledge) to substitute an appropriate keyword-based title for the default template setting. A site’s title tag is critically important in organic search, and nobody is ever going to search for the term “just another WordPress site campground”, so it should be clear that having that as your site’s title will put your park at a severe disadvantage. Without naming names, I just found campgrounds suffering from exactly this failure located in Wisconsin Dells, WI; Marcellus, MI; Crossville, TN; Antonito, CO; Fletcher, NC; and Calvert City, KY.
- ADA Compliance: Many of the factors that determine whether or not a website is ADA compliant involve the same META content that search engine robots love. These include image ‘alt’ tags and a site’s language tag. Other factors are part of a site’s mobile-friendliness, including scalable text. Your site should also maintain a proper contrast ratio between text and background colors, the site should be navigable by keyboard, and videos should be captioned. Very importantly, let people know about any accessible accommodations and facilities at your park.
- Orphans: I am not talking about Mickey Rooney and Boys Town. I am talking about pages on a website that fail to link back to the other pages of the site. Sort of like a dead end in a corn maze or a hall of mirrors, orphan pages are very frustrating to site visitors.
- Broken Links: Formula 409 is a well-known cleaning and degreasing product that has been around since the 1950’s, but 404 error messages on a website are about as popular as a “door-buster” item at Walmart that is out of stock the moment the store opens and the sale begins. People see these frustrating messages when they click on a broken link, typically because a page has been deleted without updating its incoming links.
- Unencrypted E-Mail Links: You would not display your credit card number on a poster in Times Square, and you would certainly not hand out keys to your home or automobile to total strangers, so why would you display an unencrypted e-mail address on your website? Without encryption, the message to e-mail address harvesting spam robots is “Here I am. Come get me!”
- Broken Graphics: One of the telltale signs of a beginning webmaster is broken graphics. If graphics are linked to files on a local computer, they will appear normally, but only on that computer. Anybody accessing the page from any other device anywhere in the world will see a broken graphic link.
- Slow Loading Images: Have you ever visited a website, only to watch images slowly loading, as if they were being slowly painted onto your screen? Almost inevitably, it is because the person maintaining the site has used enormous photos on the pages then has those images being scaled down to size by the browsers of end users. The enormous files are being needlessly downloaded, then resized, when properly sized and optimized images would have loaded immediately.
- Out of Date Content: You would not buy a gallon of milk that was past its expiration date, would you? Well, why would you expect people to “buy” what you are selling on your website if its content looks like it is way past its “best used by” date? Specifically, rates and schedules should show the current year. Particularly when it involves pricing, nobody wants to make a buying decision when there is pricing uncertainty.
These are only 10 common mistakes that webmasters frequently make. The overall best advice is to avoid working with that webmaster in your mirror (or that clever kid down the road) and to choose one of several professional companies that understand the campground industry and with reputations you can trust. You have better things to do than look for mistakes on your website … or to deal with the consequences of those mistakes.
This post was written by Peter Pelland