What makes a great business website? Most designers (and users) agree that all sites should provide easy navigation, an uncluttered layout, quality content, and a professional appearance that exemplifies the very best of your brand.
Now, what makes a poor web browsing experience? There are a lot of missteps that can be made during the design process that will bring down the user experience, which in turn may have a direct impact on your ability to convert visitors into customers. The following are a few common web design mistakes that must be avoided at all costs.
1. Generic Messaging
Your business’s brand is its persona. It allows you to stand out from direct competitors and illustrate your core values to customers. Branding should be evident all over your website, particularly when it comes to messaging. Messaging that appeals to consumers on an emotional level is the most compelling and impactful, while generic messaging fails to resonate. It’s also important for messaging to be unique throughout your website. Duplicating content can get you penalized by search engines, but it also offers readers a dissatisfying experience.
2. Missing Contact Information
Even the most effectively designed website will fail to convert visitors if they can’t follow through with contacting a business. That’s why your phone number must be prominently displayed on your website. You want to make it as easy as possible for a person to reach you, which is why many web designers place phone numbers in a prominent way, accompanied by a call-to-action (more on that later).
3. Not Optimizing for Mobile Searches
When comparing mobile and desktop searches, mobile is the current reigning champion, with 53.29% of searches occurring on mobile devices worldwide. As a result, your website must be optimized for viewing on a mobile device. Websites that are not responsive to different types of searches are losing untold business on a regular basis, which will have a direct impact on your ongoing success.
4. Long Load Times
In the same token, a slow-loading website viewed on any platform will also impact your ability to attract and maintain customers. Consider this: 47% of web users expect a site to load within two seconds of clicking a link. When sites take more than three seconds to load, 40% of people will leave. A mere one second delay reduces conversion rates by 7%. Long load times frustrate users, and that’s the last thing you want.
5. Muddled Calls-to-Action
A call-to-action (CTA) offers clear directions for the next steps you want users take. This could be to call a business directly, download an informational packet, or sign up for a newsletter. When it comes to CTAs, simple and concise is best. Feel free to get creative with the rest of your site but keep your CTA to-the-point. Also, make sure direct, impactful language is used. Phrases like learn more, call today, add to cart, sign up, and many others boldly underline exactly what you want a visitor to do.
Effective Web Design That Get Results
SonicSEO.com uses proven, effective techniques to design a website for businesses that get results. We also go the extra mile to monitor web performance, which helps us update your site, so it continues to meet and exceed your expectations.