As a result of increased popularity of mobile devices, businesses have gone to great lengths to redesign their websites to make them more accessible to mobile users. This effort, however, has also resulted in an abundance of poorly designed websites that discourage the visitors from truly experiencing the brand. These are the six most common website design mistakes and ways to correct them.
As the single most important piece of branding, the logo needs to be treated with care. Not only does it serve to identify your company, it also depicts and reflects your business philosophy. A common mistake of many business owners is underestimating the importance of a well-designed logo. In the digital business environment where numerous companies are trying to sell similar products and services, it is important to set yourself apart from your competitors.
Not supporting mobile
In early 2015, Google revealed that more than half of its search queries are made on mobile devices. Following the report, Google decided to support the rising trend of mobile devices and altered its search algorithm to prioritize mobile-first websites and demote those featuring only the desktop version. For some businesses, it resulted in a loss of both traffic and revenue, while those who adapted took their place – and their customers’ orders.
A slow website
Developing and maintaining user experience largely depends on optimal page loading speed. According to Kissmetrics, the average internet user expects a website to load in under 2 seconds. If the loading time takes more than 3 seconds, the user is likely to give up. In order to improve user experience, Google has also listed both the UX and page loading speeds in its ranking signals. This is a clear sign that your website’s loading speed is an important factor of success. As a failsafe advice, try to keep the amount of on-page elements and plugins to a minimum.
As the third of Google’s ranking factors, fresh and engaging content not only helps your website get higher in search results, but also makes it easier to guide visitors through the sales funnel and convert them into paying customers. Google is calibrated to quickly recognize uninteresting and unoriginal content. If you resort to using content published elsewhere, prepare to face the consequences like low ranking in the search engine. Rule number one – make sure you post your content on a regular basis, rule number two – keep it original and engaging.
Bad navigation structure
The main navigation is considered by many to be the single most important feature of any website. Visitors use it to browse through different pages on the site and search engine crawlers use it to map all the pages. Needless to say, websites with a clear and simple navigational structure are ranked significantly higher in the search results. Make your website visitor-friendly by providing a consistent and highly intuitive navigation across all pages. That way your visitors won’t be burdened by too many choices. This aspect is too important to be taken for granted. Consider hiring a reputable IT support company in Sydney, such as Technology on Tap to check your website structure and adjust it to run more smoothly.
Maybe your site was something to talk about in 2008. It’s got a nice header, some sidebars and a load of information running through the centre. It shouldn’t surprise that it looks like it’s nearly a decade old. Refresh it with current design features like integrated social media platforms and email capture forms. Hero images layered with text and navigational elements are still some of the most popular website design styles. Another successful approach is the minimalistic style on a pale grey background that can make colours warmer or cooler, depending on the purpose.
These six are only some of the most common web design mistakes you should avoid making at all costs. Luckily, for most, it doesn’t take much more than a simple audience research to fix them. For the others, it’s common sense and hard work. As a direct and most influential representation of your company, your website should be treated accordingly. Visitors will spend more time on a website that offers captivating content and user-friendly navigational structure. And the more time they spend on your pages, the more likely they are to buy something.