在2021年避免的16个顶级网站错误[+ 16个简易修复]

Since86% of consumersrely on the internet to find local businesses, having a website is a no-brainer regardless of your business type.

Although building a website is great for business, you'll want to avoid making common mistakes that will stop you from getting the most out of your investment. All of these mistakes are easy to identify for free using a handy tool calledWebsite Grader.

在这篇文章中，我将向您展示我们在HubSpot上看到的最常见的网站错误，以及如果它们适用于您，请确切地解决它们。

1.冗长的页面标题

页面标题（如下面的Google搜索结果），告诉访问者页面的内容。

搜索引擎和浏览器可能会切断您的页面标题，如果它太长了。来自搜索引擎优化(SEO) perspective, a concise page title yields the best reader experience. If your page title is too long, it will dilute the importance of each term in the title. This might even prevent you from ranking well on the search engine results page (SERP).

It's best practice to keep your page title under 70 characters so that the reader can see the entire title and make a decision to click through to the post.

Website Fix #1: Use a Headline Analyzer Tool to Write Concise Headlines

Use a tool likeCoschedule's Headline Analyzerto draft a concise and keyword-rich description of your page. It's a great idea to test several variations of a headline before choosing the best one.Amanda SellersHubSpot历史优化团队的经理，建议大多数标题的标题分析仪工具的得分为70或更高。

2. Long Meta Descriptions

元描述对于从搜索中吸引访问者至关重要。元描述是搜索结果中页面标题下的文本。像页面标题一样，元描述将被切断，并由“ ...”取代，如果它们太长。

Website Fix #2: Use a Word Counter to Check Your Characters

You can use tools like文字说明andSERPsimulatorto count the number of characters in our meta description so you don’t go over the limit.

SERPsimulation, for example, shows you what your title tag and meta description would look like on the search engine result page.

3. Keyword Stuffing

We've seen many people make the mistake of stuffing their page title with keywords or targeting unrealistic keywords. For example, it’s often a futile effort if a new website in the online marketing space is trying to rank for a keyword like “inbound marketing.”

有时网站目标关键字会吸引大量流量但无法转换。

来自user's standpoint, using too many keywords in your content creates a bad user experience and makes it hard to read your website. As for search engines,Google搜索CentraL提到关键字填充会损害您的网站排名。

Website Fix #3: Conduct Proper Keyword Research

Start by creating a list of all the relevant terms used to describe your business. Then, you can break these terms up into content or topic buckets. For example, here at HubSpot, we have topic buckets like “inbound marketing,” “blogging,” and “social media marketing.”

The next step would be to fill these broad topic buckets with keyword phrases your potential customers might use when searching for that type of content.

如果你已经从谷歌获得流量,you can dig into your Google Analytics instance to find the keywords people use to get to your website.

Aside from Google Analytics, you can also use SEO and keyword research tools likeAhrefsandSEMrushfor more keyword ideas.

4.关键字蚕食

Keyword cannibalization is when two or more pages on your website are targeting the same keyword.

The problem with keyword cannibalization is that your web pages targeting the same keyword would be competing against each other on the search engine results page. This could result in a low click-through rate and cause a decrease in the value of each page.

您网站上的每个页面都是在网上找到的新机会。您不想通过重复关键字来浪费所有这些机会。

Website Fix #4: Try the Pillar Cluster Model

With tools likeMoz Keyword ExplorerandSeoscout Cansibalization Checker, you can easily identify pages competing for the same keywords on your website.

Once you’ve identified these pages, you can try the pillar cluster model to reorganize your website. The pillar cluster model involves grouping related blog posts into specific topic areas instead of long-tail keywords.

With this model, the individual blog posts link back to the pillar page and share hyperlinks.

5. No Image Alt Text

Search engines do not "read" images. Instead, they scan primarily for text. Fortunately, with the alt tag, you can associate text with an image.

考虑到周围33%现在，Google的搜索结果显示了一个图像包，即在任何有机位置出现的图像链接的水平行显示片段 - 如果您不在网站图像中添加ALT文本，那么您将失去大量流量。

Alt text also helps you make your content accessible to users and improves the user experience in addition to helping you gain more traffic.

网站修复# 5:添加Alt文本给你所有的图片

尽可能将Alt文本添加到您的HTML时，将Alt文本分配给图片：

alt="David Ortiz of the Boston Red Sox batting from home plate at Fenway Park"

Image Source

When writing alt text, use proper sentence structure and be as specific as possible when describing the image.

6. Too little (or Too Much) Text

Search engines read text better than anything else. So, it's important to have text on your web page. Knowing this, some people cram as much text as possible into a page. As a result, search engines then struggle to extract the relevant text.

网站修复＃6：将页面集中在一个主题上

Make sure your page is readable and contains the keywords you are targeting. However, don't add unimportant text just to hit a specific word count.

7.不使用分析

Even after you've created engaging content on your website, optimized, and converted traffic into leads, your work is not done! You still need to track your website’s analytics.

Web analytics are essential because they help you better understand your visitors and how they interact with your site. Without proper tracking, you won’t be able to tell what pages on your website get the most/least traffic, which devices visitors are using to access your site, and so on.

Without access to these vital metrics, you’d be left in the dark when making decisions that affect your website.

Website Fix #7: Track Metrics That Matter

It’s going to be a waste of time to track all the analytics on your website. Instead, focus on the metrics that align with your business objectives. For starters, you should track and analyze website metrics like unique page views, bounce rates, number of returning visitors, and traffic sources.

You can then analyze the data you collect to make informed business decisions that’d drive your business’ growth.

Web analytics tools like HubSpot'sMarketing & Analytics DashboardandGoogle Analyticscan help you track all the metrics you need.

8.加载时间缓慢

没有人喜欢等待队列，尤其是当他们还有其他选择可供选择时。您可以说同样的网站访问者。如果您的网站能够永远加载，他们可以在下一个几乎立即加载的网站上，他们不会等待您的网站。

If your website loads slowly, it could be because your hosting is insufficient, you have large images across your site, you have too many redirects, or you've installed too many unnecessary plugins.

Website Fix #8: Increase Your Website Loading Speed

You can use simple tools likePingdom Website Speed Test,GTmetrix,Google PageSpeed Insightsto check your website’s speed.

Toimprove your website’s speed, follow these best practices:

• Choose a web hosting platform that’s designed for speed
• Compress your images
• Embed videos instead of uploading them directly to the site
• Reduce redirects
• Enable cache browsing
• Leverage a content delivery network (CDN)
• Uninstall any unnecessary plugins

9.无反应的网站

移动设备的帐户结束了54.8%of global website traffic. Since most people use their handheld devices to access the internet, it’s in your best interest to make your website responsive on mobile screens.

Unfortunately, many website owners make the mistake of only optimizing their websites for desktop devices, thereby leaving out the larger chunk of their audience and traffic.

Website Fix #9: Optimize Your Website For Mobile

您应该避免在桌面上访问只能访问的内容。避免大型标头段，以便快速移动用户进入内容。您还应该确保字体尺寸不会太小而无法阅读。

Google Search Console具有整洁的功能，可让您测试网站对移动设备的友好程度。这是HubSpot网站的测试结果。

10. Poor Internal Linking

Links are essential for improving website authority on search engines. However, many website owners make the mistake of either using too many or too few links.

If there are too many links on a page, it can become distracting. And too few links could make the article or web page look less authoritative.

Another poor linking mistake is when you don’t use anchor text for internal links. You've likely come across websites with a “Click here” or some other generic text. Did you click it? Likely not.

Website Fix #10: Create an Internal Link Structure

With a tool likeSEMrush，您可以运行网站审核，以确定网站上的内部链接机会。

You could also create a link structure that helps you naturally include internal links to existing content whenever you’re creating new blog posts or web pages.

However, as much as you want to build internal links between your web pages, don't go around linking to everything just for the sake of it. Instead, emphasize link quality over quantity. Finally, use relevant keywords in the anchor text for your internal links to help the search engine infer a relationship between the posts.

11. Poor Website Security

You probably wouldn't sleep well at night knowing your home is vulnerable to a break-in. Like you, online shoppers (or website visitors in general) also feel edgy whenever they try to navigate or shop on an insecure website.

The recent rise in personal data breaches and website hacks also makes it necessary for your website to be secure.

现在，如下照片所示，像Chrome和Firefox这样的网络浏览器显示警告，以提醒用户访问不安全的网站时。

Website Fix #11: Enable an SSL Certificate

您可以通过在网站上安装安全套接字层（SSL）证书来保护客户并获得他们的信任。SSL是一种安全协议，可在您的Web服务器和访问者的浏览器之间创建一个加密的链接。

To know if your site is protected, check its URL to see if it starts with “HTTP” or “HTTPS.” If it’s “HTTPS,” your site is secure. If not, you need to purchase an SSL certificate from your domain provider or a site likeLet’s Encrypt.

12. Lengthy Website Forms

Website forms are crucial for converting traffic into leads, but the leads will only convert if your form is done right.

Most website forms today require a lot of work from visitors to fill out. These forms might ask for unnecessary information and have several “required” fields that look pushy, leaving visitors confused or frustrated.

Website Fix #12: Ask For Only the Essential Details

Limit the content of your forms to only the information you need. For example, use only 3-5 fields in each form. Also, reduce the number of required fields, and add help text in the field's default.

This form from Hubspot'sMarketing Grader显示形式可以优化转换的简单。

13. No Calls To Action

Another common website mistake people make is not including a CTA on their website. You've probably spent lots of time and effort directing people to your website. But what happens once they arrive on your website? Do you want them to buy a product? Sign up for a newsletter? Share what they've read?

Whatever you want them to do, you have to ask them for it.

Website Fix #13: Add Specific Calls to Action

If you are selling a product, make purchase buttons stand out and guide visitors on the next step to take. If you want them to sign up for a newsletter or something similar, create a sign-up form available as soon as possible before they leave your website.

It's also good practice to place your calls to action above the fold.

14. No Search Box

A search box is a simple feature many websites lack today. Without a search box, it’s more difficult for visitors to find the specific web pages they’re looking for on your website.

The absence of a search box causes a poor user experience and reduces users’ time on your website.

网站修复＃14：创建一个搜索框

如果您的网站有多个页面，则应包括一个搜索框。然后，随着您的网站越来越大，访问者可以使用搜索框在几秒钟内找到所需的内容。

To add a search box on acontent management system (CMS)like WordPress, simply place the widget where you'd like your users to see it. The home page is a great place for a search box.

15. Contact Info is Hard to Find

This is a mistake that's especially costly for ecommerce websites. If potential customers find it difficult to get in touch with you, they might lose trust in your product or service.

Website Fix #15: Make it Easy to Find Your Contact Information

通过在您网站上的不同页面上包括电子邮件和电话号码，使访问者可以轻松与您联系。

您还可以链接到社交媒体帐户，以使访客有一种与您的业务互动的方式。如果您卡住了，您可以从中找到有用的模板，信息和灵感HubSpot的联系表格指南.

16.在整个网站上使用库存图像

Stock photos make it hard to differentiate your website from many other sites that use the same free images. These stock photos also don’t feel original and may create a poor experience for your visitors.

网站修复# 16:使用原始图像或图形

尽可能拍摄并使用展示您的产品或工作文化的原始照片。如果始终如一地拍摄新图像太贵了，您可以使用诸如此类的设计解决方案帆布创建引人入胜的图形，留下更持久的印象。

Fix Your Website the Right Way

尽管你的好意,你可以做some mistakes on your website that cause you to lose leads, but it doesn't have to stay that way. Now that you know these common website mistakes, test out these simple solutions to optimize your site for traffic and conversions. Examine this list of mistakes against your website and see what changes you can make to improve how well your website works for your business.

编者注：该帖子最初于2010年6月发表，并已更新以进行全面性。