Having a website for your business is almost mandatory at this point. It allows you to access new marketing tools and generate more leads.
However, you always run the risk of investing in a poorly designed website that does not convert. In this article, we’re going to take a look at some common web design mistakes, and how to avoid them.
The website is not mobile-friendly
Today, desktop usage has been surpassed by mobile and tablet usage. The mobile internet is exploding, and it is reaching more and more people. This means that a website loses a large chunk of its audience if it is not mobile friendly. Not only that, but it does not rank as high in search engines, since Google uses mobility as a ranking factor. It’s very important to use a responsive design if you want to remain competitive.
Using too much jargon
This is a common mistake in complex B2B industries, where businesses use technical jargon in their website copy, in order to demonstrate authority. However, unless talking to fellow industry experts, this can lead to a lower conversion rate. It’s important to address your target customer at his experience level, and generally leave the industry jargon out of your website copy.
Lack of targeted content
If your website does not target users and their pain points, it will not convert. This is where targeted content comes in. Targeted content helps customers with their real-life questions and addresses issues in a way that benefits them. For example, if you are targeting small business owners, your blog should address problems relating to increasing leads, cutting costs, or streamlining business processes, in a way that relates to your products or services.
Essential information is hard to find
Once a customer is convinced that you offer products and services that can solve their problems, he will want to get in touch. However, if crucial information such as your address, contact information, social media accounts, and pricing is hard to find, the client will ultimately be forced to look for another company. This is a more common problem than you’d expect. Many websites fail to provide information that is essential to making a sale.
Long loading times
Slow websites have poor conversion rates. Studies have shown that a 2 second loading time has a 9.6% bounce rate, with 3 second loading times leading to a 13% bounce rate. There may be several issues affecting your loading times, but when it comes to design, using high resolution images and videos can be a problem.
CTAs are essential to conversion, and if they are unclear or missing, you lose out on a lot of customers. If you’re unsure how to create effective CTAs, you can check out the 31 examples from Hubspot here. Without a clear call-to-action, your customers might not move further towards conversion, so it is important to follow design best practices to get the most out of your website.
Visiting a website that has an outdated style is an immediate turn off. It makes you wonder whether the company is still in business, if the branding reflects the company’s service, or if the company can really keep up with its competition. This is why it’s important to have a design overhaul if your website is not up-to-date. The investment will be worth it.
Cluttered and annoying design
There are several fundamental design mistakes, such as automatically playing audio or video. This is very inconvenient to most people, who will have to look for a way to pause the intrusive content. You also want to avoid large banner adds, jarring colors, or flashy text. When it comes to website layout, there are many styles that use grids which neatly organize content and avoid cluttering and overlapping.