Every day, people swarm into your blog or website to check your content, and they make all sorts of commitments: creating an account, signing up for newsletters, or even making a purchase. But sometimes there is also what we call a “close call”, where a reader is just about ready to make a commitment – but at the last second that person had a change of heart. Forever.
Now as a marketer, how would you know what could have caused that? What did the reader see that made him turn away for good? Most of the time, there’s really no way for you to know for sure (unless that person provides feedback). The only safety measure you could use is to inspect your site for possible flaws that, without your knowledge, have been ruining your brand’s name for quite some time now.
Cheap content – If you’re writing for Google instead of your prospects, it could be why you don’t have good conversion rates despite of a good SEO ranking. Truth is, traditional SEO has become so old-fashioned that people would run away fast the moment they see it. They know and appreciate when a write-up is meant to solve problems, to teach or provide valuable insight.
Not doing what you say you will – Scenario: a newly-registered customer specifically opted out on any email newsletters or updates, but your system goes ahead and sends stuff anyway. Result: reputation permanently damaged. If they can’t rely on you on a simple detail like this, why would they trust you with their business?
Appalling sales tactics – Face it: no one wants to play the fool. Deceiving or misleading people are irreversible name-destroyers and there’s no value in doing them. Don’t use fake testimonials. Don’t say the stock is running low when it really isn’t. Don’t indicate that it’s free if you’re planning to charge them in the end. Don’t risk losing thousands of prospects by making money out of deceiving 10 people.
Getting into online fights – While it could probably give you certain publicity, the long-term effect is more injurious. Engaging in this type of behavior would only reduce your brand to a lower level each time.
Making your site an ad billboard – Business owners pay good money to make sure their website visitors could focus on and absorb their product, while you drive your own visitors away by plastering unattractive ads on your landing page. And for what, a few bucks in ad revenue?
Ignoring typos and photo fails – While you’re thinking “It’s not that important to waste energy on proofreading or creating quality images”, your readers are thinking, “ This company couldn’t even bother correcting a simple misspelling or installing Photoshop; there’s no way I’m using their service”.