Common Website Mistakes (and How to Fix Them!)

Created: May 2nd 2019 By: Clover Imaging

CIG-April 30-Blog

Copier dealers occupy a special place when it comes to digital marketing. Imaging equipment is notoriously complex, yet users demand simplicity. The same is true of marketing materials for print equipment and services.

Some copier dealers place great emphasis on the technical nature of their work. This can be a good strategy for certain customer industries. Other dealers leave the tech-talk for later stages in the buyer’s journey.

Whatever your strategy is, your website and its content need to match.

This is where it’s easy for copier dealers to make mistakes. If you align your marketing messages to your actual value proposition and offerings, you will put yourself in a prime position to optimize marketing by putting digital marketing best practices into effect.

Common Copier Dealer Mistakes Their Websites Share                

There are a few common website mistakes that copier dealers make more often than others.

Many of these are areas where digital marketers may draw on experience from other industries without really understanding how the imaging industry really works. Others are more universal in nature, but remain unusually common copier dealer mistakes nonetheless.

1. Creating Content Without a Goal

Every page of web copy, every blog post, and every image on your site should have a purpose. These purposes may vary – like educating potential customers or following SEO best practices – but they must align with one another within the context of a single overarching brand message.

News snippets and other items of short-form content that don’t address your brand message are distractions. These can play a role in your overall content strategy, but in most cases they do not.

If you create every item of content on your website to serve a specific purpose, you will build a solid point of reference for future customers to enjoy. As they learn more about you through your website, they will become more interested in what you have to offer.

2. Creating Too Much Content About Yourself

Your blog shouldn’t be a vehicle for self-promotion. It’s not a TV commercial. Content marketing best practices define a 90/10 percent split between talking about your customers’ issues and talking about yourself.

That remaining 10% where you talk about yourself usually goes at the very end of the blog post or web page. It’s a call to action that may be the only self-referential sentence in the entire post.

There are exceptions, of course. An important press release or a company-sponsored charity event can be great opportunities for digital self-promotion. These exceptions should follow a similar 90/10 proportion when compared to customer-oriented content.

3. Not Using Images Properly

Imagery is an incredibly important element of any blog or website. Over reliance on stock imagery is a common copier dealer mistake that is easy for customers to notice – most IT websites rely on the same set of Shutterstock images for all of their blog posts!

You can make attractive, high-quality images in minutes using free tools like Canva, which requires no graphic design knowledge to use. You can source beautiful, high-resolution images for free from Unsplash and Pixabay. Add in some light text or a quote and you have a winning image header for every blog post.

4. Forgetting Alt Tags & Meta Descriptions

Before images load, alt tags describes what the user should expect to see. This is useful for users with slow connections, but it’s vital for search engine algorithms that don’t know how to read images with perfect accuracy. Your image captions and alt-text will make a significant difference in your overall SEO success, so be sure every field is occupied with data.

Similarly, every page on your website features meta information – mainly titles and meta descriptions. The meta description is a very important one for search engine results pages because Google displays it right next to your page in its search results. This is the only place you get to speak directly to potential customers before they enter your website. Meta descriptions have zero SEO value in and of themselves. However, they can influence click-through rate, and help to set a user expectation.

5. Slow Page Load Speeds

If your website and its blog posts don’t load quickly, Google will penalize you. Not only that, but more than half of your mobile users will abandon your website if it doesn’t load in less than three seconds.

Copier dealers need to present themselves as being on the cutting edge of technology – you need to have a fast, fully-responsive website that impresses users with its functionalities and features.

6. Not Redirecting Pages

Imagine a user finding your site in a search engine results page or on a referring site, clicking the link, and then seeing a message that says they’ve come to the wrong place. You’ve just lost a potential client that you didn’t have to lose.

Pages get deleted or moved on sites all the time, but they have to be redirected to keep from causing 400 errors. Implementing a 301 Redirect prevents client-side errors from occurring, and allows referring links to stay intact, while still getting a user to a page on your site that isn’t broken.

Invest in Your Copier Dealer Website

Your website is more than a digital billboard advertising your services. It is an entrance into your brand that can either establish a sense of trust in the competence of your team or lead customers to your competitors.

Develop a modern website and fill it with great, meaningful content and your customers will appreciate you more for it.

Ready to revamp your website and start reaping the rewards of content marketing? Our digital marketing experts can get you started.

Author: Clover Imaging

Comments

Loading

Leave a Comment

Your Name is required field.
Comment is required field.
Close

Sign Up For More Information

- SIGN UP TODAY! -
Close

Thanks For Signing Up!

Register now to start saving 40% over OEM pricing

2022 Aspire Sustainability Comparative LCA, commissioned by Clover Imaging Group.

Supplies Ordered
Close
We have received your pallet pickup request.
Close
Information
Close
Information
Close
Information
Close
 
Close

 
Close

INFORMATION
Close

Are you sure you want to logout?

INFORMATION
Close

Press OK to switch region to Clover Imaging Group

Multiple choices
Close

This item is available for outright sale or exchange purchase.
Please choose below.

Retrieve account data
Close
To retrieve your login data, enter your email:
 
Please wait...
Information

Thank you for your interest in Clover! Due to the robust functionality on our website, we can only support the most current web browsers. We recommend upgrading your browser to the latest version of Internet Explorer, Google Chrome or Mozilla Firefox.

Information

Your session will expire in 5 minute(s).


Information

Your session has expired, you are now logged out.


Error retrieving data
Close
Thank you
Close
Video
Close
Video
Close
Video
Close
Video
Close
Video
Close
Web Tutorial
Close
Upload logo
Close

Allowed format: .jpg, .png, .bmp; Max:1024x768px; Min:590x307px.

Shipping Information ()

Close
INFORMATION
Close

Your document is being created. Please wait until the download initiates.


Terms and Conditions
Close
Shipping Address List View all addresses
Close
Click on the address to select it
Add new Ship-To address
Close
* Required Field
Add new Ship-To address
Close
* Required Field
How it works?
Close

Click the green button "Create New User"

Fill out the form fields for your new user. Select which permissions your new user should have and assign a username and password. Click Save. You will receive an e-mail confirming the new user has been set up successfully. Follow this procedure to set up each new user.

After you have created a new user, the new user will receive an automated email with their new user name and password. They will be given instructions on how to change their password if they would like to choose their own. However, as an administrator, you will always have access to delete/edit users, view their profile information (including their password) and change their permissions.

If you need to edit a user, there are links beside each user to edit or delete the user’s profile.

If you delete a user, the user will now appear on the Deleted Users Page and you can Re-Activate at any time if you need to do so.

Clover Video
Close
Information
Close

Alternative Items
Close
Notification
Close
Upload Terms and Conditions
Close

Allowed format: .pdf; Max file size: 5MB.

Upload Customer Logo
Close

Allowed format: .jpg, .jpeg, .png, .bmp; Max file size: 5MB.

Resubmit Historical Usage File
Close

Allowed Formats: .xls, .xlsx; Max file size: 5MB.

Warning 
Close

Please note that this is a bid item that's part of the Silver Bullet program. Make sure that you have been approved to ship Silver Bullet items to this customer prior to placing an order. If this customer has not been approved, the order will be cancelled. Thank you.

Warning 
Close

Please note that at least one of selected items is a bid item that's part of the Silver Bullet program. Make sure that you have been approved to ship Silver Bullet items to this customer prior to placing an order. If this customer has not been approved, the order will be cancelled. Thank you.

Warning
Close
Warning
Email
Close
To download this certificate, please provide your email address. You will receive the requested file within 10 minutes.
 
Collection and use of email address governed by our Privacy Policy
PROMOTION DETAILS
Close
First Warning
Warning: One of your past shipments contained less than the minimum required number of items. If this happens again, your account will be suspended. Please ensure that future shipments meet the minimum requirements per recycling program terms and conditions.
Loader