There’s no better time to take a look at your web strategy than right now—in an effort to uncover some of the most common web design mistakes to avoid.
A professional web presence is a requirement for gaining new customers, establishing credibility and fostering client relationships.
Before building a new website (or undergoing a redesign), ask yourself a few fundamental questions:
- What are the goals of the website?
- Who are the target customers or clients?
- How will I drive traffic to the website?
- Who is going to update the website, and how often?
- How much will website maintenance or updates cost?
Already have an existing website?
Not to worry… any common web design mistakes can be fixed with some thought and effort.
Outline the basics of your strategy, then take care in avoiding the following costly errors.
MISTAKE #1 A Lack of Call to Action
The best website user experience tells a customer the what, where, and how.
What to do.
Where to go.
And, how to feel.
A call to action (otherwise known as CTA) will get visitors focused on what their next step is.
Use content that describes the value of your products or services, along with a compelling phrase that prompts action.
Be very clear with your language.
It’s not necessary to get creative with call to action wording.
Keep your call to action simple and succinct. Tell users exactly what to do!
Strong CTAs include:
- Add to Cart
- Get Started
- Contact Us Today
- Sign Up Now
MISTAKE #2 No Analytics
One of the biggest web design mistakes to avoid, is not looking at important data behind a website’s use.
Get this: 75% of small business sites do not use analytics tools to track performance!
Think of your website as an investment.
One of the most important things you can do to protect this investment is to analyze progress and measure success.
A huge benefit of online marketing is the ability to easily test, track, and adjust.
You can test and track with a metrics tool–the most widely used is Google Analytics. This tool will give you loads of valuable information about user behaviors, and allow you to set up goals to track conversion.
Couple this data with a digital advertising campaign, and you’ll be able to specifically target (and retarget) your online marketing to an audience that brings you business.
MISTAKE #3 Weak SEO
There is no magic formula to obtain high search engine rankings.
It used to be a mix of keywords, meta descriptions, title tags and oodles of backlinks (whether credible or not).
Search engine algorithms have grown to be a lot smarter than that, and value a site based on much more.
If there are a few key things to hone in on for search engine optimization, it’s these:
Focus on Long-tail Keywords
Long-tail keywords are the direction that user searches are heading–a more natural language approach.
You’ll have an easier time ranking for longer keyword phrases than short ones, and it will likely bring you more relevant leads.
For example: instead of “kitchen renovation“, try “how much does a kitchen renovation cost“.
That specific user may be looking at pricing already–important information that you can provide to help start the relationship.
Post Quality Content Regularly
A stale website will not build the strongest relationships with potential or repeat customers… so you must offer unique, informative and fresh content. This frequent, quality content is now highly valuable as an SEO practice.
The old adage is still true (and always will be): content is king.
Think seriously about including an active blog component to your website.
A blog will allow you to share articles about industry trends and helpful expertise. Give your potential customers value that will in turn gain their trust.
Choose topics that provide useful information and engage readers, in a well-written format of at least 500 words (if not more).
Foster Social Engagement
One thing that your business can have over a large corporation, is the ability to connect personally with customers.
A good way to nurture these relationships is through social media sites like Facebook, Twitter, Instagram and Pinterest. These outlets are another way to strengthen your brand identity, and customer service recognition.
Combine the blog posting with social sharing, and you’ve got a recipe for higher rankings on Google.
MISTAKE #4 “Secret” Contact Info
Your business should be everybody’s business.
Customers and clients need to get in touch with you easily.
More often than not, website owners do not show their phone number prominently in the header and footer–or on a dedicated contact page.
This is one of the easiest web design mistakes to avoid.
Put a clear call to action in the header with the direct phone number (example: “Call for a free estimate today! 800-555-5555”).
If you don’t want to appear too sales-y in your header, then a simple “Call 800-555-5555” works just as well…or even just the phone number.
Customers do not want to work to find out how to get in touch with you from the web.
Minimize the clicks, maximize the opportunity!
Add a “Contact Us” page link in the main navigation.
Allow users as many ways to contact you as possible–phone, email, contact form submission…even via your Facebook or Twitter page. Always reply promptly to solidify initial trust in the relationship.
Again, there is no need to get creative with the wording of the Contact link in the main navigation. Your audience is specifically looking for a Contact page.
MISTAKE #5 No Mobile Site Experience
Finally, and this is a biggie:
A customer’s impression of your website design is now contingent on what it looks like from their handheld device.
People are constantly connected nowadays.
Most consumers are using their smartphone browsers at a rate almost higher than desktop use (mobile usage was forecasted to surpass desktop in 2015).
Take a look at the following data from the Google Mobile Playbook. (TL;DR: If your site does not have a mobile-friendly experience, consider it a priority.)
40% of users have gone to a competitor’s website after a poor mobile experience.
Because users are looking for the optimal experience, they will continue to look for the best one for them. This means your competitors may have a leg up on you.
57% of users say they will not recommend a business with a badly designed mobile site.
With the power of reviews and referrals fueling a consumer’s decision-making, you’ll want the recommendations. Make it easy to create a lasting impression with mobile-friendly experience.
67% of users say they are more likely to buy a product from a mobile-friendly site.
Offer a consistent experience on all devices–desktop, tablet, and especially mobile.
With over 50% of traffic coming from mobile, and 21% of those consumers converting, your business cannot afford to go without a mobile presence.
Consider a responsive web design for mobile, which is an optimal experience and Google-approved for SEO!
Check out these small business mobile websites on your smartphone, and compare the experience to desktop. The responsive web design presents a seamless experience. Left to right: Handy, Pure Fix Cycles, Love Beets, Fogle Keller Purdy.
Let’s Recap the Common Web Design Mistakes to Avoid
Bring in more business with these quick and easy solutions:
- Introduce a strong call to action that drives users down a path.
- Install Google Analytics today, and start tracking tomorrow.
- Post regular content focused on long-tail keywords, and share it on social media.
- Put a visible phone number in the header, and on the contact page.
- Get your site a mobile-friendly experience immediately!
With all the things to juggle as a business owner, consider hiring a web professional. They can help ensure your website generates leads for your business, by providing an optimal user experience for your customers.
In addition to web design and development, the right creative partner should be able to provide consultation on the appropriate content marketing to draw an audience, effective search engine optimization methods, and a successful social media strategy.