September 23, 2015
An excellent website is a direct contributor to the success of almost all organizations because of the role it plays in attracting and converting online traffic. This, unquestionably, helps a business succeed. As users, we almost always check the online presence of a business before we make any purchasing decisions or seriously consider them as a service provider. Whether your brand is a B2B or a B2C, your website should be designed with the user in mind or you run the risk of losing potential customers.
Creating a website that is not only beautifully designed, but also provides an optimal user experience by fostering engagement and increasing conversion rates can be challenging. Different industries have different specialties they like to highlight or focus on, and certain brands may feel more passionate about one element of their website over another.
However, with most websites, there are almost always areas to improve that can lead to significant results. Time and time again, we see the same mistakes being made and while it may not seem crucial, in the grand scheme of things, making small improvements on your site can add up and truly lead to massive wins for your brand. Below are three of the most common website design mistakes we see across all industries along with the solutions you need to remedy them to produce significant business growth:
Not Paying Attention to Font
Font choice may seem unimportant, but it is one of the most essential aspects to consider when you’re designing a website. Unfortunately, a lot of businesses don’t fully understand the role of font in the effectiveness of their website’s message — conveying the brand’s personality — and, as a result, they make choices that don’t benefit their overall business plan. If you think of more established names within any industry, the likelihood is that their font is iconic and indicative of the culture of the company. If you’re not putting thought into the font choice on your website, you may lose some of the brand image you’re trying to convey to your audience.
Fonts that are too small or difficult to read because of style don’t produce results. If the content on your website is straining viewers’ eyes, they probably won’t finish reading it and, as a result, they are less likely to take any value from what you have to offer. Users want material that is easy to digest. Your messaging will always resonate better with your users if your font choice is easy to read.
Burying Your Calls-to-Action
Calls-to-action (CTAs) facilitate the key steps that you want users to take on your website and act as the button that you ultimately want potential customers to click on. That being said, if you have these buttons buried through pages on your site or hidden in a discreet location on the homepage, users won’t click on it because it isn’t easily found when doing a quick scan of the page.
Design your call-to-action buttons with the user in mind. Think about how they will access your page, and where they will look to move on to the next step. CTAs should be prominently displayed and vibrant in color, never blending in with the rest of the design elements on your website. Give your users a clear direction of what step you want them to take, and they’ll be far more likely to follow through.
Focusing Only on Desktop
Mobile users are growing. In fact, according to an eMarketer study, by the year 2019, roughly 65 percent of the population will be searching on mobile. If you have a website design that is tailored only for desktop users, you will lose a lot of potential customers or clients from unpleasant experiences while using your website. Not everything for a desktop design will make sense when you’re thinking about how you want your mobile design to look.
While a lot of bigger brands are investing in mobile website designs, that doesn’t mean that it isn’t something smaller businesses should focus on. Mobile websites can be an important aspect for businesses of any size, and they are increasingly affordable. The best fix for this common issue is for businesses of all sizes to use responsive website design. This will help ensure that your website is user-friendly regardless of what device a user is on. From tablet to desktop to Smartphone, your website will be tailored to whatever platform your users are coming from.
Solutions Lead to Results
These common website mistakes can directly impact the success of your business. Collaboratively using these solutions to enhance your brand’s website can lead to some immense growth as a result of generating more sales with a more efficient website.
Gabriel Shaoolian is a digital trends expert and CEO and founder of Blue Fountain Media, a digital agency in NYC focused on growing brands online through effective websites and online marketing. From start-ups to Fortune 1000s, Blue Fountain Media helps generate more leads and increased brand recognition Last year alone, the company, which has a client roster that includes Procter & Gamble, Harper Collins, Canon, NFL, Publishers Clearing House, Sharp, AOL and the United Nations, drove more than 200 million monthly visitors and $2 billion in revenue to the digital properties of its clients.