Starting a small business isn’t easy, but being able to share a product that you believe in makes the effort worth it. Plus, there’s also the satisfaction of being able to provide a less commercial option for customers.

However, what good is a product or service if no one knows about? Conceptualization is half the game, and communication is the other. Today’s technologically advanced world means that you have a lot of avenues available to advertise your business. Websites are one such platform that have proven to be incredibly useful, both for online and offline businesses.

Whether you’re thinking of investing in a website or looking to improve your current one, you’ll do well to avoid these five common mistakes:

#1: Not having a website

Some brands think that an Instagram or Facebook page is enough, but your social media platforms should complement, not replace, your website. Think of your website as the main landing pad for your customers. Small Business Trends reports that although social media accounts are free and easy to use, having your own website allows you full control of what to post and how to format your page, letting you tailor the customer experience that you envision. Linking each social media account to your company’s website also helps consumers find your business easier, reducing the time they’ll take hopping from one platform to the next.

#2: Not maximizing content

Even if you have a website, not using it to its full potential is a waste of online space. Nowadays, brands can no longer ignore the content side of their business. Not only is it a way to avoid hard-selling their products, it’s a good way to connect with consumers. In fact, Maryville University notes that there is a boom in the demand for communications experts, specifically those who can create and edit content across various platforms. So no matter how big or small your business is, this influx only proves the necessity for content if brands want to stay competitive.

#3: Having mixed design directions

A professional website has a clear design direction that’s easy to follow. Our article on ‘The Importance of Branding’ emphasizes that creating a cohesive brand identity takes a lot of work, so it pays to invest in a good designer. You might think you can DIY everything on your own, but a skilled designer can make a huge difference to your website — from crafting a cohesive color palette, to creating an organized and easy-to-navigate look. If you do want to try your own hand at it, most website platforms offer templates that even the least tech-savvy person can understand, thus making them great investments too.

#4: Forgetting to update

This may seem like a small task in comparison to all the other work you have to do, but forgetting to update your website could lead to huge revenue losses in the long run. It’s not just about information either — although you should definitely update your contact information whenever it changes. For example, Inc. reports that updating your company’s offers is another good way to increase conversion. Updates such as this keep your website’s traffic up and help your business stay relevant.

#5: Focusing all your attention on your homepage

Aside from drawing attention to your website, you also want to make sure that your customers spend time looking around versus immediately clicking away. Having dedicated pages to your blog and customer testimonials can help in conversion while also making your site look more credible. You should also look to have a page that tells your company’s story as well as showcasing your team. These pages add a personal touch to your website, letting customers see beyond the online branding.

Business Editorial written by Kim James