Many small business owners often complain that their Web sites are not generating the number of leads they hoped for when they paid to create their dotcoms. Below is a list of “don’ts” you can avoid to ensure your site works as hard for your company as it can. 

1. Don’t hide your site from the world. 

Whether you build the site yourself or hire a professional, the process takes time and money. Many business owners never touch their Web site once it goes live and this limits is functionality. Investing in some simple Search Engine Optimization can dramatically improve the number of views on your site. Not doing so is like creating a work of art, hiding it in the basement of the Guggenheim and blindly wishing that someone sees it. 

2. Don’t be an egomaniac.

Potential customers are not visiting your website to read about you. They found their way to your site in order to fill one of their needs. Therefore, your homepage copy should clearly explain how you could help your customers. Put your business’ stats deeper into the sight. If customers are interested in how long you’ve been in business or where you came up with the idea behind Fred’s Fungus Fighter, they’ll find it. 

3. Don’t keep it all to yourself, let others play.

Devising ways to keep visitors active on your site will increase your chances of turning potential customers into customers. Encourage visitors to download, click, sign-up, play, comment and enter-to-win on your site and you will have a better chance of seeing them as a repeat visitor again in the future. 

4. Don’t take shots in the dark.

If you’re not receiving analytics from your Web host, then sign up. If you are, then read them. Your site’s traffic reports include vital information including who is visiting your site and how they are getting there. Knowing your week-to-week analytics can help you improve upon the positive and reverse the negative. 

5. Don’t lead customers on a wild goose chase.

Be clear about what you want. If you want customers to buy your product, then make the shopping cart visible, attractive and easy to navigate. If you want visitors to visit your office, then make it clear where they are going and what they will get out of the trip. Make it easy for visitors on your site to give you what you want.