Four Site-Design Mistakes That Limit Search Visibility

Mistake No. 2: Weak or Disorganized Content

You need to make a unique, competitive statement with Web copy that sells your services. This means focusing on benefits, not just features. Use innovative ways to talk about how you're different from the competition. You can be a little edgy, but be professional and make it personal, if you can.

Organization is also important. Don't cram too much on one page; most visitors only scan Web pages and look for strong headlines -- a good attention grabber. If you have product pages, it's fine to include summary pages, but break them into independent product pages where possible.

If you've done your keyword research properly, make sure that one to two keywords or phrases match each content page and that the HTML structure on your page -- such as title and description -- supports it.

Mistake No. 3: Hidden Contact Information

Include your contact information and maps in an easy-to-find location. This may seem obvious, but many companies try to hide behind their sites. If you want to be bold, try posting your cell phone number. One guy I know puts his personal phone number directly on the home page. He doesn't get many calls, but it shows trust in the visitor when you include such information. Be sure to add your email or an email support form and make it easy to access.

Think about adding this contact information on the "run of site." The footer is a good place, since many visitors tend to scroll up and down the page quickly. Adding a sitemap, "contact us" section, terms of service and privacy policy are all benefits for users and search engines.