A technology company’s website plays a key role in securing new business. In the guide, I go over 5 mistakes tech companies make in their website design and how to fix them.
For all technology companies, their website plays a key role in the customer buying journey. Your site should be set up to help convert visitors into leads and ultimately increase your business revenue.
Even if you generate most of your business offline through networking or referrals, your website still plays a central role. Customers will be look at your website before buying from you. I guarantee it.
They want to see if you are trustworthy, an authority, and learn more about your product or service. And your website is the perfect place to do it.
However, we often see the same errors appear on technology websites that prevent them from achieving this. And if these were fixed, businesses would see an increase in the business generated by their websites.
In this article, I go over 5 mistakes tech companies make when designing their website. Here’s a quick overview:
- Not talking to the client of your dreams
- List only features or specifications
- Unclear call to action
- Sell instead of educate
- Poor site performance
Let’s dive in…
Mistake 1: Not talking to the client of your dreams
This is the most common error we see. When tech companies design or redesign their website, they do so without talking to their dream customer.
But why is it important?
Ultimately, your website is for your customers, not you. He must use the language they use and he must solve their problems.
Of course, you want the website to look good, be on brand and reflect your business. But, ultimately, your website is for your customer.
In addition to that, if you are looking to attract a certain type of customers. Your dream customer. Your website should be geared towards them.
And you won’t know what they want to see unless you talk to them directly. In addition to talking to the people on your team who talk to them regularly. Like customer service reps or your sales teams.
If your website is already live and you haven’t spoken to your dream client, that’s okay.
You can get their reviews and feedback on the current website. You can use it to make design, copy and image changes.
It takes more effort than just designing your website around what you like or what you think your customers like. However, it is important that your website reassures your customers that you are the best business for them.
By talking to your dream customer, you will be able to find out exactly what they expect to see on your website and you can add it.
Mistake 2: Listing only features
When browsing a website, customers don’t care about all the features or specifications of your product. They care about how the product can benefit them.
This is especially true in technology. It’s easy to list many technical specifications, but your customers want to know how you can help them solve their problems.
There’s a classic saying in sales… “features tell; perks sell »
And that couldn’t be more true on your website. An example is the advertising campaign carried out by Apple when the iPod was first released.
They could have said “storage for 1GB of MP3s” but they lead with “1,000 songs in your pocket”. Which helps the customer realize how amazing the product is and what it can do for them.
Photo credit: Apple
Here is an easy way to distinguish between the two:
Features… are focused on how something works or what it does.
Advantages… talk about how it could improve your client’s life.
You work day in and day out with your business to know exactly what benefits you can bring to your customers.
However, when a prospect comes to your website, it may be the first time they encounter your product. So you need to explain to them how you can improve their lives.
It’s hard to separate the benefits from the features. But, if you can do that on your website, you’ll be ahead of most other tech companies. And your customers will appreciate you for it.
Mistake 3: Unclear call to action
A call to action is a word, phrase, or button that can be added to your webpage to prompt the audience to take action in a certain way.
First, you need to be clear. What action do you want users to take on your site?
Do you want them to call you or use the contact form? Do you want them to sign up for a demo? Do you want them to download your whitepaper? Or explore your product range?
This action will vary from page to page, but the principle is the same. By knowing what action you want the user to take on a page, you will be able to create the perfect call to action.
Let’s take a look at the example below, there are too many calls to action here.
When I arrive on this page, I am asked too many things. Being pulled in too many directions. If GoTo wants me to explore the products, I’d remove the other smaller, distracting calls to action at the bottom of the page. And keep the two buttons clear at the top.
This is one of the most common issues we see. Tech websites either have too many calls to action or they have too few.
Think about the journey you want to take with the customer when they arrive at your website. Most customers won’t be ready to call you right away or sign up for a demo. So how can you move them to your website and educate them more about you, your product, and the ways you can help them?
This brings us to error 4…
Mistake 4: Selling instead of educating
The majority of your website visitors will not be ready to buy from you right away. On average, research has shown that it takes 8 points of contact to close a sale. That’s 8 or more times a customer interacts with your business before buying. Be aware that this statistic is not industry specific and will vary widely from niche to niche.
But, it’s a good point, that prospects will need to see that you are an authority in the industry and that you can help them solve their problems. And this does not happen on the first visit.
To achieve this, you need to educate your potential buyer. Yes, selling to them is important, but it will only get you so far. People can smell when they are sold.
But, if you can educate and help your customers, improving their lives in the process, they will remember you for it. And they will keep coming back to your website for more.
So how can we educate our website visitors?
You must help them on their journey and solve their problems. Your target customers will have a list of recurring problems as long as their arm.
These will be very specific issues, so you need to go out and talk to your target customers, as mentioned in point 1, to find them out.
Then, based on that, you can produce content to help them solve those problems. Weave that into your website messaging. Referring to error 2 in this article, listing benefits, not just features or specs.
The goal of a technology business is to support your target customer in every way possible and your website content is a great way to do that.
So the next time you’re looking to set up a page or blog post on your website, try educating your customer and solving their problems instead of selling to them.
Error 5: slow performance
Technically, this isn’t part of a tech company’s website design, but website performance deserves an honorable mention in this list.
Over the years, Google has continually emphasized the importance of webpage speed. In 2021, they released an algorithm update based on a new initiative called Basic Web Vitals. A set of metrics that apply to all web pages and relate to the speed at which they load.
One of our favorite page speed tools is WebPageTest. It’s more complex than Google’s tool above, but you can access more information about your page speed. It’s a bit more complex than Google’s tool, so Moz has a great guide on how to read charts and get the most out of WebPageTest.
So what is a good page speed score?
This is a great question and we get asked it a lot!
First, I would compare you to your competitors. We use a chart similar to the one below to compare our site speed to other websites in our niche. Through a range of tools, looking at a range of measures. Such as load time, time to first byte, and Core Web Vitals metrics mentioned above.
At a minimum, you want to be faster than the competition. It’s a must.
But, let’s say you’ve optimized your website and now you’re faster than them. Now what?
In short, these are just continuous gains from now on. There are always small changes you can make to improve the speed of your site. And an important factor for technology companies is when new plugins, images or sections appear on your website. These can slow performance if not tested.
So most of the time it’s about keeping and maintaining your current site speed score. And do nothing to make it go down. Which is harder than it looks.
We recommend that you test your speed monthly. Or, after making a change to your website. Even small changes, like adding a cookie consent banner, can impact site speed.
We have it! 5 mistakes tech companies make when designing their website.
By addressing them, technology companies can get the most out of their website. Provide a better user experience and improve their brand perception in the market. And they will see an increase in business generated from their sites.
If you want to know more about this topic, we dive into 11 tips for B2B web design as well as the list of 5 places where B2Bs can get inspiration when designing their own website.
If you have any questions about this post, you can contact me personally on LinkedIn and I will answer all questions.
Spaced Digital is a B2B marketing agency based in Brixton and Cambridge. We can help technology companies based in Cambridge with their web design and digital marketing.