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Webpage design and development is a reflection of your business.
Websites present small businesses with an ideal and cost-effective method to expand online. Often, small- and medium-sized business owners aren’t aware of the impact that their websites have on customers and potential customers. Are you one of them? They may know that having a web site is important, but think that professional webpage design is cost prohibitive. So, they conclude that they can simply put something together and that it will be “good enough.”
In today’s competitive landscape, there’s no getting around the fact that your website is a reflection of your business, your brand, and your image. Whether yours is an eCommerce site, lead generation site, or simply an informational website, you need to put your best (virtual) foot forward, and project an image that puts your business in the most favorable light.
Businesses need to utilize professional websites in order to stay ahead of their competitors. This article discusses the common web design mistakes and how businesses can avoid them.
After all, why have a website if it reflects poorly on your company or actually drives customers away?
By having a website that is responsive and functional across all devices, such as computers, laptops, mobile, and iPad, this means your content can be consumed no matter what technology the customer is using. Your website also needs to be updated, modern, clean and simple. Even if you have a wide variety of products and services, there are many templates and tools available to provide you with the right technology that you customers can easily use.
Many websites reflect a poor outdated website design. It is important for your website to reflect a modern, clean and easy to navigate experience. If your website design is not professional and up-to-date, this reflects poorly on your brand and your image.
A professional design for your website is crucial. It is most important to understand how to design and build around your customers and the various stages of their journey. This is anywhere from awareness, consideration, to making a decision.
Leveraging the right methods, strategies and providing great experiences, you can be assured that you will gain traffic to your site, get more conversions, and rank as an authority on top search engines.
Many websites make a common mistake of not presenting detailed information about their products and services. A common problem with ecommerce websites is the lack of detailed information on products being sold on the website. Even if an Ecommerce website has a large product list, it is important to have an independent product detail page with pricing, benefits, multiple photos and reviews for each and every product.
Avoid one-line descriptions for your products. Information on products can easily be found on manufacturer’s websites, and in most cases, they are happy for you to use it on your website.
Another common mistake with many websites is the lack of visibility of the company’s about page. According to KoMarketing, once a visitor is on a company’s homepage, 52% of visitors want to see “about us” information.
Some tips to keep in mind is to highlight the most important information above the fold (toward the top of the page). Your website visitors are on your About page for a reason. They want to learn more about who you are, and you want to be able to answer their question(s) immediately. It helps build trust knowing that someone will be there to answer questions should a problem arise with the purchase or the product.
Include at least one CTA on the “About Us” page. Remember, most people aren’t just looking for more information; they’re seeking a deeper level of engagement about why they should work with you, buy from you, or start a conversation.
It is an often a good idea to include telephone and address, and an easily accessible email inquiry form or request call back forms on the website to help build customer confidence.
When the benefits of buying from your company are not evident to the customer. This is another common mistake businesses make. Part of helping customers understand the benefits is getting clear on your vision, mission and your overall “story”. People need to be able to relate with you, and sharing vulnerabilities can make a huge difference to help humanize your business and brand.
What happens in the top of the funnel is discovery and initial awareness. Once customers resonate with your business during this phase, they are then want to participate. Then additional touch points are created with more content that is attraction and engagement based, along with helpful resources in the mid-funnel that prepares the ground for the sales offer.
Now that trust has been built, and education and understanding has been accomplished, the potential customer is now ready to consider the offer to buy (i.e. simple and clear landing page with a strong CTA). It is saying, “We are asking for your business and here is why we are the best at solving your problem.” These are the type of touch points that can help meet your customers at every stage of their journey.
Many businesses make the mistake of thinking that if their website is there it will automatically attract new customers. No matter how professionally designed your website is or if your website has been created with search engine optimization in mind; appearing on the first page of Google is not something that will be achieved on its own.
Thousands of businesses compete for first page ranking for any given keyword however only 10 can appear on the first page. In order receive targeted traffic to your website and generate increasing leads and sales you will need to have an ongoing search engine strategy and commission an ongoing search optimization campaign. Although it is not something that will be achieved overnight, the benefits far outweigh the costs involved.
Keep in mind that, if you don’t have a good website, your competition probably does. This is why you shouldn’t hesitate in hiring a professional designer. They can provide you with a suite of options that will help you develop your online business. These tools might include helping you understand site architecture, the customer journey and experience, getting clear on your business goals, setting up a shopping cart, an SSL certificate, hosting, email accounts, domain registration, and marketing and consulting strategies.
If you don’t already have a website, your business needs an online presence. If you haven’t updated the design of your company website in the last 2 years, it’s time to consult with a web development and design company.