Don’t Lose Customers: 5 Common Website Pitfalls and How to Fix Them for Seamless Navigation and Booking

Your website is a virtual shop window for your pet business but often it can fall short and make it difficult for people to navigate.  It’s crucial that it’s easy for visitors to navigate, get in touch with you, and book your services so we’re here to help you avoid common website pitfalls that could cost you valuable customers.

In this article, we’ll offer practical solutions to make your website a seamless and customer-friendly experience.

Website Pitfall #1 : Hiding your contact details

It seems obvious that your contact details should be prominently displayed, but many websites make it very difficult for potential customers to get in touch with you.

At the very least, your main method(s) of communication, usually a phone number and email address, should be on every page.  Website headers and footers often include this type of information because they are displayed on every page and therefore make it easy for customers to find.

A separate ‘Contact’ page is also recommended, with links from the main menu as well as sprinkled throughout the content, for example with buttons linking to it, or banners across a page with a clear call-to-action.

Wherever you include contact details make sure to TEST THE LINKS to ensure they work.  This is another common pitfall as a simple typo could mean that customers are emailing the wrong address or dialling the wrong number.  This will cost you money as it means that customers get frustrated and look elsewhere.

Website Pitfall #2 : Making it impossible to book your services

If you use a booking system for customers to book your services, have you clicked on the link recently? We recommend adding a monthly task for you to check if it works. We have seen pet business websites whose booking links don’t work at all, which is very unprofessional and means that you’ll be losing business, so it directly affects your bottom line. It’s not a great first impression for a potential new customer, and they might think that if you can’t keep your website well-maintained then you won’t be able to organise the care of their beloved pets.

And don’t forget to keep your calendar up to date. Do you have any holidays planned? A dentist appointment? If you do, then make sure they’re in your calendar and review your schedule every couple of weeks, adding in anything new which has cropped up. 

Website Pitfall #3 : Website isn’t mobile-friendly

If you check your website’s analytics then you’ll likely see that many visitors are using their phones, and for our pet business over 60% of the traffic is from people using a mobile device.  Therefore, your website needs to perform beautifully on all platforms, and many people make the mistake of only testing it using a desktop or laptop computer.  

When you first build a website you MUST check it on a mobile phone, and then when major changes are made, retest it regularly. 

The most common mistakes for non-mobile-friendly websites are:

1. Unreadable text and images : This is fundamental but text must be big enough to read without zooming in and images must be visible on the screen.  Websites must be ‘responsive’ which means they must adapt to different screen sizes correctly.
2. Slow to load : If the website isn’t optimised for mobile devices then it might load slowly which causes users to become frustrated and give up.  Visitors may not be using wi-fi so consider how quickly the pages load using 4G, and make sure images and other content aren’t too big, to speed up loading.  This is even more important if you have video content as that can make websites run really slowly.
3. Unfriendly navigation : Users need to be able to find the information they need easily, and although we’ve already mentioned your contact details, you also need to ensure that mobile menus allow the site to be navigated easily.  Are all your pages easy to access?  As well a the main ‘burger’ menu, you could consider adding links to all pages in the footer to make it super-easy for people to find what they’re looking for.
4. Non-mobile-friendly content : Some websites use ‘Flash’ content or animations which aren’t compatible with some mobile devices.  When you test your website make sure it works on a few devices, such as Apple (iPhone) and Android (Galaxy).
5. Excessive pop-ups : Some websites display pop-up windows or ‘interstitial’ pages (pages which are displayed before or after content, sometimes to include advertising) which stop you from getting to the content you’re interested in.  As a pet business owner you want users to be able to access the information they’re looking for really easily, because if they struggle to find it then they will most likely give up and use another service provider instead.

To ensure mobile visitors have a positive experience it’s crucial that websites load quickly, offer intuitive menu and screen navigation and present content in a mobile-friendly way.

Website Pitfall #4 : Being unclear about your location and service area

It’s vital that your website shows where you work, so that customers can decide whether to use you.  Most pet sitters and dog walkers work relatively locally, as it would be time consuming and costly to travel too far, so you need to be crystal clear about where you provide services.

Beyond the immediate benefits for potential clients, providing this geographic information is also a strategic move for search engine optimization (SEO). It significantly assists search engines like Google in determining the relevance of your website when users perform location-specific searches, such as ‘dog walkers near me’ or ‘pet sitters near me.’

While it is highly beneficial to include your business address on your website, it is equally crucial to list the specific areas, counties, cities, towns, and villages that fall within your service radius. This ensures that both potential customers and search engines can readily identify your service coverage, enhancing your online visibility and ultimately attracting the right clientele to your business.

Website Pitfall #5 : Not making the website SEO-friendly

SEO, or Search Engine Optimisation, is the process of making your website more attractive to search engines like Google, so that it appears higher in search results when people look for information or services related to what you offer.  It helps your website get noticed by attracting more visitors, increasing its chances of being seen and clicked on.

For example, as mentioned in Pitfall #4 above, you should incorporate local keywords into your website’s content naturally. Use phrases like “dog walking in [Your City]” or “pet sitting services near [Your Area]” throughout your website’s pages, including your homepage, service pages, and blog posts. This helps search engines understand your geographical focus.

Including a blog on your website is great for SEO.  Ideally you should regularly publish informative and engaging blog posts related to pet care, dog walking, and other relevant topics. Use these posts as opportunities to naturally incorporate local keywords and showcase your expertise. Share tips, stories, and valuable insights that resonate with your target audience. High-quality content not only attracts visitors but also encourages them to stay on your site longer, which can positively impact your SEO.

Encourage satisfied clients to leave reviews on platforms like Google My Business, Yelp, and local directories. Positive reviews and a complete profile on Google My Business can enhance your local SEO and increase your visibility in local search results. Ensure your business information (name, address, phone number) is consistent across all online listings and directories.

These non-technical SEO strategies are easy to implement and can have a significant impact on improving your website’s visibility to potential clients in your local area.

Summary

Steering clear of common website pitfalls is essential for a successful online presence. By addressing the issues we mention above, you can provide visitors with a seamless and enjoyable browsing experience.  Ultimately, these efforts can lead to increased traffic, improved conversion rates, and a more successful online presence for your business website.

Remember that your website is your shop window and you need to make sure it’s in tip top shape to meet the needs of your audience.