Top 10 Mistakes Wholesale and Distributor Websites Make (And How To Fix Them)

Did you know the wholesale industry accounts for 27.1% of US GDP? The sector is huge, but with this comes increased competition. So how do you stay one step ahead?

That is through technology, and a well-designed website is the first place to start. Read on as we give our ten wholesale website mistakes to avoid.

1. Not Integrating Inventory

When it comes to key website mistakes to avoid, none are bigger than not integrating your inventory systems. There are no efficient ways to do a two-step approach. If you are currently using traditional methods such as paper or Excel spreadsheets, they need to go.

When something sells on your website, or even in person, the whole system needs to know about it. If not, you can end up selling stock that does not exist. Delays or cancellations follow, and very often people will take their trade elsewhere.
Start by using inventory management software if you don’t already. You can then speak with a website design company who will help you synchronize it to your site.

2. Failing to Monitor Website Trends

Another of the most common website mistakes businesses make is not tracking visitors and monitoring them for changes over time. Just because you are a wholesaler does not mean trends and fashions do not apply. Your customers are responding to what their clients want, so in turn, you must do the same.

Look to see what products are the most popular or requested. See what products and pages start to get more traction and visits over time. This way, you can plot trends as they emerge and respond.

3. Not Having Custom Landing Pages

Customers have different needs. If you have been in business long, then you probably don’t treat them the same when they come to purchase from you. So why do it when they visit your website?

One of the major website mistakes businesses make is to have only one landing page. By creating multiple entry points, you can personalize them to the likes and needs of your customers. Start by grouping the demographics who shop with you, identifying what they come to the website for, and making the experience personal and easier for them.

4. Not Giving Accurate Information

You are part of a supply chain for businesses. If you give inaccurate information, it is passed on to their customers. Thus, their reputation is damaged due to you and they will go elsewhere.

Inaccurate information can come from a number of places. It can be on product information, or it may even come down to wrong delivery times. Keep your website as honest as possible, and make it easy for customers to contact you and ask questions.

5. Poor Images

When it comes to wholesale, fancy images and pictures are often left to the person selling to the consumer. Wholesale images tend to be utilitarian and an afterthought. They shouldn’t be.

Images are one of the most important types of content you can put on your website. Don’t take them using your phone in bad lighting. Instead, get a professional to take them for you.

Once you have done this, make sure you configure them correctly for SEO. This involves creating an alt text and choosing the correct name for the image based on keywords.

6. Not Making It Mobile Responsive

Most internet browsing is now done through mobile phones. If you create a website designed for a desktop that is not responsive, when viewed on a mobile or other devices with a differently shaped screen, it will not be user-friendly.

Images will be the wrong size. The text will misalign, and your website may have slow loading times.

A mobile responsive website will adapt to fit the screen viewed on. This makes it easier for customers to navigate around the site, converting them into leads.

7. Adding Too Much Copy

It can be tempting to give as much information as possible in an attempt to woo customers. However, time is precious. People are scanning the website to find something, and they don’t need walls of text about your company history and product explanations.

Break text down using simple navigation menus. Have headings and images to space it out. Employ a visual hierarchy on your website, with bigger headings and images at the top, going to smaller text and images as you go scroll down the page.

8. Too Many Fonts

A mixture of fonts can make your website hard to read and look messy. One of the most frequent business website mistakes is not sticking to one or two fonts. There are a number of websites that will show you pairings that work well together, often combining a serif with a sans serif font.

9. Too Many Interest Points

The overall aim of your website is to guide customers to conversion. Imagine your website like a road. You can either provide one clear direction to that goal, or litter it with signposts, sideroads, and forks.

By adding multiple points of interest, such as navigation buttons, submenus, and competing images, you lose customer direction. Instead, make sure they have a clear path from arrival to purchase and checkout.

10. Not Understanding SEO

Search engine optimization (SEO) is one of the most important things you can teach yourself. It is a set of rules and factors that make your website visible to search engines. The better the SEO, the more traffic you get from sites like Google.

It should run through everything your website does, including the product descriptions on the site. SEO is a huge field, and though having basic knowledge goes a long way, you may wish to get assistance.


Wholesale Website Mistakes

Now you know these wholesale website mistakes, you need to either avoid them or rectify them on your existing site. Consider getting assistance to do this. With so many facets, a well-built website requires a lot of time, effort, and knowledge.
If you need help with website design, District Publishing should be your first stop. We can create a responsive, sales-driven site for your business and provide marketing solutions to drive sales. Contact us to discuss your needs, and lets us help your business this coming year.