You can have the best product on your shelves, the best customer service around, the best words on your webpages, and the best advice on your blogs, but, if your website’s design isn’t up to par it can all fall flat.
Getting your website’s aesthetics just right can be a tough nut to crack - especially if it’s not your area of expertise. Small mistakes here and there can wreak havoc with your conversion rate. Many of these web design blunders are easily avoidable – or can be quickly corrected.
All you need is the knowledge about how to correct them, and then you can get your design quickly back on track. If you’re not sure where you might be going wrong, here are four common mistakes we come across and how to overcome them:
1. Hidden contact details
Getting people to land on your website is one half of the battle, getting people to take action is the other. So, make it as easy as possible for visitors to find your form, email, or number.
All too often, organizations leave their contact details buried in their footer or three links deep into their navigation, making it hard to get in touch.
The fix: Task someone who doesn’t know your site inside and out with tracking down your contact details. If they report back it took them more than a second or two, it’s time to look at your placement. A couple of easy-to-see suggestions include:
At the top right of your main navigation bar, so it’s instantly visible on every page
Within your main navigation bar, clearly labelled - something like ‘Contact us’ or ‘Get in touch’
2. Cluttered pages
The phrase “less is more” couldn’t be more true when it comes to designing a clean and easy to navigate web page. Lots of sites out there are guilty of cramming each and every page with images, buttons, text, and widget – but all these elements are competing for your visitor’s attention and can quickly become overwhelming.
People don’t know where to look, what to read, or what’s most important, and they certainly can’t skim your content - all of which can be a big turn-off.
The fix: Go through your website page-by-page and really question what the value of each element is. If there isn’t a motivation behind a certain element, go ahead and remove it. Once you’ve whittled your on-page items down to the essentials, start strategizing about each page’s hierarchy. Make sure you’re incorporating clear call to actions and plenty of whitespace.
Shameless plug: hiring a designer might help with this.
3. Fatal contact forms
Complicated contact forms can be fatal to your conversion rates. If you’ve got lines and lines of fields to fill in, there’s a good chance your visitors will take one look, race to the back button, and exit your site altogether. After all, time is of the essence for everyone on your website or social media.
The fix: Similar to your site’s pages, go through all your forms field-by-field to see what info is and isn’t needed. For example, you probably don’t need a prospect’s address until they’re further down the funnel – so don’t ask for it, because it could deter people from filling out your form.
In most cases, we recommend keeping forms to just a name and email address. Often, even just an email address field will suffice.
By the end of this process you should be left with concise, tidy forms, and a clear plan for your data collection strategy.
After some extra advice? Here’s more on how to design a user-friendly form.
4. Absent search boxes
Quick tip: Another quick and easy workaround could be Google Custom Search.
If your site’s relatively big (more than 10 - 20 pages including regular pages, products, blogs, etc.) it’s probably a good idea to add a search box. It makes your site easier to navigate and ensures people will be able to find the content they’re looking for. No more worrying about people leaving the site because the blog post they were looking for was buried in your archives!
The fix: The solution will depend on your CMS. Some will have a search box feature built-in for you to download, but for other platforms you might have to source a developer to help create a custom one.