12 Common Web Design Mistakes That Drive Your Customers Away
by Larry Baltz
"Cheaper by the dozen" might be a good sales pitch but it certainly is not a
good web site strategy.
In the early to mid 1990s, commercial web sites weren't very common and just
about every "live" site was considered acceptable. With tens of millions of
sites online now, users will not tolerate unprofessional and disorganized sites
that don't provide the information or solutions they are looking for and expect.
Web design mistakes can have a tremendous negative impact on business growth. At
best, they upset your prospects. Worse, though, is you lose them forever.
Here are 12 common web design mistakes you must avoid to please your visitors
and grow your business:
1. Lack of Focus
Too many web sites leave visitors wondering what the site is about. Be sure
your home page explicitly conveys what you do and the value you offer, and
entices them to explore other pages for additional information.
2. Text-heavy Pages
Actually, lots of text is OK, just don't use lengthy paragraphs with no
visual breaks. Reading online is much different than print. Use the following to
break-up blocks of text: shorter, more focused paragraphs; headlines and
subheads; bullets and numbers; a few well-placed photos or graphics; and
appropriate white space.
3. Legibility Issues
Dark fonts on dark backgrounds, light fonts on light backgrounds, and tiny
fonts that strain the eye are obviously poor choices. Use common sense.
4. "Noise" and Clutter
Even if you have a great site, if your visitors are forced to wade through
long blocks of copy, promotional offers, animation, sales pitches, and worthless
dribble, you'll quickly confuse them and drive them away.
5. Blatant Advertising
While we all hope to use our web site to move prospects along in the sales
process, in-your-face advertising isn't the answer. Information, solutions and
value will do the job more effectively. And while pop-up ads are widely used and
acceptable, full screen pop-ups that are difficult to close infuriate everyone.
6. Navigation Issues
A clearly obvious navigational panel makes sense doesn't it? But common
sense isn't always common practice. How easily can a newcomer navigate your
site?
7. Inappropriate Graphics and Photos
Photos and graphics can visually enhance the appearance of your site as well
as support and substantiate your copy. But don't use load-intensive graphics or
photos of your corporate office which are relevant to no one.
8. Outdated Information
Nothing screams "unprofessional" any louder than outdated information.
9. Too Many Clicks Needed
We're all impatient and in a hurry. Our online waiting threshold is much
less than off-line. If more than a few clicks are required to get to a page,
you'll lose a prospect every time.
10. Lack of Contact Information
This also seems obvious, but I have searched numerous web sites for contact
phone numbers - and I am amazed how many times I was unable to find one. Just
because a web site is online doesn't mean a prospect only wants to contact you
online.
11. Form Frustration
The large majority of online forms are too lengthy. Get rid of
questions/fields that simply are not needed. And don't identify one as mandatory
if it really isn't.
12. No Privacy Policy
In the age of rampant spam, we all want to be certain we are offering our
e-mail address to someone who will protect it carefully. If you ask for an
e-mail address on one of your forms, let your prospects know that you will not
sell or distribute their address to anyone (if that's true of course).
Your prospects are visiting your web site specifically for the content. But
the appearance and usability are also critical factors. If a visit to your web
site is a positive experience, you have a much better chance of converting
prospects to clients.
Larry Baltz runs a company called More Sales - More
Profits. He works with small business owners who want to get more
clients and sell more products and services. Larry is a Certified
Guerrilla Marketing Coach and small business marketing expert.
Visit his web site at
http://www.moresales-moreprofits.com.
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