Don’t make these Web design mistakes.

December 13, 2013

As a small business, your Website is a vital piece of your marketing and branding efforts.

Visitors are coming to your Website for a specific reason. Make sure to answer their questions, and sell your product or service.

If your Website has been designed wrong, you can easily lose thousands of dollars and ultimately lose even more money in potential revenue that you could be making from a distinctive, informative, mobile-ready, easy-to-navigate and functioning Website.

Grow your bottom line by avoiding some common mistakes among small business owners:

Too busy or flashy.
In order to be successful on the Internet, you need to focus on producing a search-friendly Website — not a flashy design. Your design should not just be focused on bringing users there, but also getting them to the right place once they reach your homepage.

Plus, Flash-produced Websites don’t look good on mobile phones or tablets, and a large majority of Internet users now visit Websites from these wireless devices.

Remember: when a visitor comes to your Website, they probably already know what they want out of it. If within ten seconds they can’t figure out what to do next, you might need to go back to the drawing board.

First… understand your target market.
Instead of focusing on getting your Website done as soon as possible, you must first research your target audience in your specific market. Then, design your Website around your research.

For instance, if your target market is older, perhaps the font size should be larger. Or if your product is geared towards a younger demographic, then you need to think about catering your site to be smartphone compatible.

Too little or too much.
People often come to us after they’ve hired a cheap designer, made business decisions that were poor and ended up with a horrible product. At the same time, companies get distracted by expensive agencies that work with big brands and don’t realize these agencies might not be able to help a small business that’s focused results.

Inform, inspire & motivate.
Determine what you want visitors to do once they’ve found your Website. Do you want them to buy your product, contact you or subscribe to your business e-newsletter? You need to tell visitors what the next step is. Your content should answer the question, “What’s in it for me?” and then the call to action tells them what to do next.

Do what you do best.
Your Website is often your customers’ first experience with your brand. If you don’t have design experience, do you really think you can do it justice? Remember first impressions are everything. Don’t allow your customer to make assumptions about your business because of a poorly designed Website.

You must stay current.
Customers expect your Website to contain the latest information about your products, services and business. When it doesn’t have this, they may assume you’re not in business any longer or simply aren’t innovative and ahead of the competition. Your content must address the needs of your current (or potential) clients and customers, and be updated as things change. If you have a blog, updating it (minimum) once a week can help you drive visitors to your Website and keep search engines happy.

Everything to everyone… no.
This goes back to knowing your target market; your Website will be a mess if you try to accommodate every kind of visitor you might end up getting. It’s best to figure out your most frequent users and focus on creating the best possible experience for them. If you try to please the masses you’ll likely end up not pleasing anyone.


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