Website Marketing Pitfalls

Is your website unknowingly turning off potential customers? Here’s a list of six common mistakes companies make on their websites, according to Guy Kawasaki, co-founder of Alltop and a contributor to

  • Force immediate registration. Requiring new users to register before they can view your site sets up a barrier. But it’s a perfectly reasonable request if you wait a little longer, after you’ve hooked them.
  • Long URLs. If someone tries to copy, paste and e-mail your company’s ultra-long URL, a line break will be added, preventing anyone from easily clicking the link. Keep things short, sweet and easy to remember.
  • Unsearchable websites. If viewers can’t easily find the information they are looking for on your site, they will go elsewhere. Any website that is more than one level deep should offer a search option.
  • Limiting contact to e-mail. There are still many people who would prefer to pick up the phone or send a hand-written note. Include all of your information, not just an e-mail address, on your “Contact Us” page.
  • Case-sensitive usernames and passwords. Yes, they are more secure, but they also mean users are far more likely to enter information incorrectly.
  • E-mails without signatures. Make yourself easy to contact by providing your name, company, address, phone number and e-mail address in a signature on every e-mail.

This article is adapted from “Website Marketing Turnoffs” by Guy Kawasaki, which originally appeared on

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