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Common website mistakes that companies make
Ilya Nasedkin • 20 March 2018
In today’s global, always-on marketplace companies can’t hope to survive or expand if they don’t have an effective online presence. Whether you operate in the global fashion industry or you run a regional organisation, a website can help maximise your brand’s reach, increase traffic and drastically improve conversion rates. However, it has to be done correctly. Here some pitfalls to avoid when getting your website up and running.
Complicated navigation The main aim of any website, whether you’re trying to sell a product or promote a cause, is to direct browsers to key information and convert them. This means that the journey they take should be made as quick and simple as possible. Many websites are constructed in a way that confuses users or makes it difficult to navigate. This should be avoided by choosing a smooth layout, getting rid of unnecessary clutter and using clear headings and icons. Confusing colours The web design industry is forever changing but while there are always new trends popping up, certain rules and concepts have remained true. When choosing colours, for example, it’s good to be bold and experiment with logos and headers but important information should always be visible and easy to read. This means using text colours that contrast with the background and making sure that buttons and icons stand out. This also relates to the issue of navigation. Complex domain name With so many competing websites currently floating around the internet, it can be difficult to find the perfect domain name but it’s more important than many businesses and website operators think. Don’t simply choose a domain name because it’s cheap. It’s important to use one that is memorable and easy to type into the address bar. Web browsers may struggle to find you if your company name is trapped inside hyphens. Landing page overload Landing pages can be invaluable tools for any online business or organisation but only if they are done properly. The idea of landing pages is to create a welcome mat for your website in order to push up average session times and improve retention figures. In order to do this effectively, ensure that your landing pages are free from clutter, easy to navigate and contain engaging content that is easy to digest. Calls to action are also essential. No calls to action Using calls to action plays a big part in increasing traffic to your website but it’s shocking that around 30% of online companies don’t use them. Regardless of which industry you are operating in, CTAs are linked directly to leads and you can’t hope to increase conversion or sales figures without them.
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