This is a critical error, and yet one that every small business owner has made at least once in his life. We make it, because it’s human nature. Every human being loves to talk about himself. So when I talk to a potential customer, what’s the first thing I want to say?

I want to tell him all about me, of course! Except, he doesn’t care about me. Yes, I’m sure he wants to be friendly. I’m sure he wants to be polite. Maybe he’ll let me talk for a minute or two. But he won’t listen.

I was doing research for a client. In the span of less than a half hour, I visited three sites. And in that span of time, I encountered some of the biggest site-design mistakes on the web. By “big,” I mean that these mistakes are costing these businesses customers. The right prospects might be visiting their sites right under their noses. And there’s nothing they can do to turn them into customers. They probably don’t even realize that these visitors are even there.