4 Website Design Mistakes and How to Fix Them
A website is your most important marketing tool, as it is often the key form of communication connecting you with your target audience. Without a user-friendly website, you’ll find it difficult to generate engagement, keep users on your site and facilitate conversions.
Certain websites need very unique elements in order to accommodate their users. An e-commerce brand with a strong offline presence may need to put more emphasis on a store locator than another brand might, and a service provider with a long lead customer base might need to focus more closely on content. That being said, regardless of your industry and the products or services that you offer, there are certain website design elements that are crucial to success online across the board.
If you’re considering a website redesign, it’s time to look at your onsite elements and consider the experience you’re providing customers with. Some small blunders can play a big role in converting users and driving sales. Below are four common website design mistakes that brands too often make.
1. Too Much Content
A big mistake companies make is over-saturating the homepage of their website with too much content. This can be incredibly overwhelming for a user that is first visiting your site and looking to slowly acclimate to your brand, products, or services. Generally speaking, most users won’t even take the time to read a lot of copy if they see paragraph after paragraph.
The Fix: Your homepage should highlight your core messaging in a concise manner. Showcase your brands value right away when users land on the page, but don’t overdo it.
Landing pages can house additional messaging that you want to share the user, as these pages are intended to be more specific breakdowns about your products, services or simply information about your brand. Keep your homepage copy simple.
2. No Phone Number
Simply put, if it’s hard for users to find out how to contact you — they won’t contact you. Keeping a phone number tucked away on your website discourages users from calling you to find out more information, speak with a representative, or find out store hours. Sometimes, brands keep their phone number hidden in an effort to seem “exclusive” but this is a costly mistake and your bounce rate will likely suffer as a result.
The Fix: Keep your phone number prominently located on your site to make it as simple as possible for potential customers to get in touch with you. A click-to-call phone number, which instantaneously dials the number for the user, is especially important for users on mobile (which is likely to be a significant portion of your audience).
This simple fix can make a world of difference in generating more leads for your brand and providing a user-friendly experience with your brand online.
3. Focusing Only on a Desktop
It’s no surprise that a mobile website is important, and any brand that is successful online understands that. Most users are visiting websites from a smartphone, so if your website isn’t optimized for those devices, the customer is going to have a poor onsite experience.
Too much zooming, scrolling, or difficulty typing text into input fields because the site isn’t rendering properly can be a big turn-off for potential customers.
The Fix: Go responsive. A responsive design ensures that your website renders appropriately across all platforms — including tablet, smartphone, and desktop — so that your users are always provided an optimal experience with your brand.
4. A Slow Website
If your website is slow, you’re likely preventing users from engaging with your brand. Customers expect instantaneous results when they’re online with a brand and are typically frustrated when something is operating slowly—whether it is a loading page, an app, or a simple function on their computer. Whatever the cause may be, if your site doesn’t load within just a few seconds, it’s time for a change.
The Fix: Tools like GTmetrix allow you to better understand your site speed so that you can determine where you need to improve. Whether it’s time for new development, or you’re in need of a better hosting platform, improving your site speed is essential for your audience.
Improving Usability on Your Website
The list of ways to improve your website is seemingly endless. Every brand has different needs that they must fulfill based on their objectives and unique audience, however some functionalities are necessary across every vertical. Whether you’re a B-to-C or a B-to-B these elements are a good place to start when determining if it’s time for a website redesign.