Common Mistakes on Subject Matter Expert Websites and How to Avoid Them
Today, we’re diving into the world of subject matter expert (SME) websites. At first glance, they might seem straightforward. No e-commerce, no complex functionality. Just simple, right? Well, as any chef will tell you, sometimes the simplest dishes are the hardest to get right.
When it comes to websites, the same rule applies. Many SME sites miss the mark on critical elements. Today we are going to illuminate how SMEs can avoid common pitfalls to create websites that truly shine.
We’ve got a detailed video on this topic, so if you prefer watching over reading, check it out below!
1. Selling Services Instead of Solving Issues
Many SME websites focus too much on selling services rather than addressing the problems their audience faces. While it’s true that you’re ultimately selling a service, visitors to your site aren’t looking to buy a service, they are looking for a solution to their problem. Your website should immediately convey that you understand their challenges and can provide effective solutions. It needs to show what makes you the SME with the magic ingredient to solve your potential client’s problem.
Take, for example, a personal experience of mine. When my child needed help in school, I was unfamiliar with the term “executive functioning coach” but knew they needed organizational support. A referral led me to a website that spoke directly to my child’s issues and offered solutions. I immediately knew that the person behind this service GOT MY NEED. They understood the challenge my child and I were facing and had a solution. It wasn’t just a list of services but a clear narrative about solving problems, which not only made me literally cry with relief, it convinced me to hire them without any reservation whatsoever.
2. Lack of Calls to Action
While it’s important not to oversell, having clear calls to action (CTAs) on your site is crucial. CTAs guide visitors on the next steps to engage with your business. Every page, not just the homepage, should have a prompt that invites engagement and encourages action. This could be as simple as a button saying, “Schedule a Consultation.”
The key is to make it effortless for visitors to take the next step. Many people will follow through if you clearly tell them what to do.
3. Being Overly Static
Your industry isn’t frozen in time and your website shouldn’t be either. A static website can make your business look outdated. Your site should evolve with your industry and reflect current trends and information. Visitors should see that your business is alive and progressing.
One easy way to keep your site fresh is by regularly updating the hero area and rotating images. This not only refines your messaging but also maintains a vibrant appearance. Writing blog posts and having announcement areas for industry news or events also demonstrate that you are an active participant in your field.
4. Templatized Look
Avoid a generic, templated look. Your website should be more couture than off-the-rack. Using stock photos and standard templates can make your site look like everyone else’s, diminishing your unique value proposition.
Consider working with a digital marketing strategy company (such as Spring Insight!) to identify and showcase what makes your business unique. This differentiation should be communicated through both messaging and visuals. Be bold! Your design can set you apart from the competition.
5. Letting Jargon Sneak In
While using industry jargon can demonstrate expertise, overusing it can alienate your audience. Ensure that any technical terms used are clearly explained so that anyone can understand. It’s about providing context, not dumbing down your content.
The goal is to make your website accessible and understandable to all visitors while still showcasing your expertise. A well-crafted site bridges the gap between expert knowledge and client understanding.
These are some of the most common areas where SME websites falter. At Spring Insight, we’re committed to helping subject matter experts, government contractors, and other professionals create standout websites. If you enjoyed this discussion, please subscribe to our channel for weekly updates.
If you’re ready to enhance your website and avoid these pitfalls, visit Spring Insight to schedule a complimentary consultation. We’d love to help you create a website that reflects your expertise and meets your business goals.