1. Ignore your target audience
Unlikely as it sounds, lots of companies are still ignoring their online audience. Many of the worst mistakes in website redesign happen because a company develops the wrong messaging or content, or overloads its web users with far too much information. This can put a full stop to a company’s entire inbound marketing initiative. Your website visitor and potential customer doesn’t want to be slowed down with an online manifesto about your company’s products or services. They’re looking for punchy, accessible information that they can take in quickly. It’s been proven that web visitors scan information rather than reading it, as they do with print.
To summarise: web content that ignores your target audience will get ignored by your target audience.
2. Forget about an end goal
Your inbound marketing goal is to connect with your potential and existing customers to build leads and revenue consistently and effectively. So why is it that so many companies lose sight of the bigger picture when they redesign their websites? It’s because it is all too easy to neglect your core sales & marketing objectives in the process of updating or repositioning your website.