Top 5 Web Design Mistakes Small Businesses Make
Top 5 Web Design Mistakes Small Businesses MakeJanuary 29, 2018
You love your business. You’ve invested thousands of hours into your product, your organization, and your marketing efforts, and naturally, you’d do anything to see them succeed.
But be careful before blazing forward—small businesses with lean budgets have less room for error than oversized organizations. Keep an eye out for these common web design mistakes that small businesses are prone to making.
1. Thinking You Can Cut Corners on Cost
You get what you pay for is an understatement in web design. Quality web design is a process that requires expertise every step of the way. Would you trust an unexperienced developer to prototype your website? To design the UI in accordance with industry best practices? To provide ongoing support after the site is live? Of course not. That would be bananas.
It might seem like you’re being thrifty by hiring a hungry young developer who’s willing to work for cheap, but you’ll inevitably spend more in the long run. We can’t tell you how many clients have come to us to perform website triage after suffering through a project with one of these dollar-bin developers. Save yourself the trouble and hire a quality developer on the first go.
2. Publishing Subpar Content
In the modern era of digital marketing, content doesn’t just drive currency, content is currency. Quality content is the engine that drives thought leadership, credibility, and conversion rates. Now, we get that it’s hard to quantify how “good” or “bad” a piece of content is, but you can’t go wrong by sticking with Google’s Webmaster Guidelines as a reference:
- Design your website for users first, not search engines.
- Deploy a structured keyword campaign for each piece of content. Don’t try to hit every keyword in each article; stick with one or two targeted keyword phrases.
- Prioritize visual content such as images, video, and animations.
- Keep content consistent with Google’s Quality Rating Guidelines.
3. Including Cheap Visuals
We’re not going out on a limb when we say high-impact visuals are essential for quality website design. More and more research is coming out about how quality images engage visitors and boost social media interaction, so their use in marketing materials is a given these days. However, not just any image will do the trick. Many small businesses try to save a buck in this area by going with cheap visual production, but these visuals usually hurt more than they help.
If your on-site photos look cheap, the credibility and professionalism you’re trying to establish with your web design will go out the window. The same is true for irrelevant images (as is often the case when site owners use stock photography). Nielsen’s above research describes how photos of real people increase engagement, while irrelevant stock photos create “visual bloat.” Keep all visuals high-quality and relevant to your audience.
4. Missing or Weak CTA’s
If the goal of your website is to attract visitors and encourage them to interact with your brand, then your Call to Action (CTA) is the catalyst that makes it happen.
Include structured CTAs in every piece of content you publish, from your articles to your premium resources to your on-site materials. After viewers read a post, they should have clear direction about where they can go to learn more. If they want to sign-up to your email list, they should be able to locate the form on your website without extensive searching. Create specific CTAs for each offer you have and make sure they’re placed front and center in your site design.
5. Failing to Produce Buyer Personas
A cornerstone of marketing success is knowing who you’re speaking to. This is why buyer personas exist. Buyer personas are fictional representations of a company’s target market. These are created from market research and industry-specific data on who is most likely to benefit from a product or service.
While these marketing materials might seem out of reach for small businesses just starting out, neglecting them is a big mistake. Buyer personas provide necessary structure for market segmentation and content creation. Get started on this research early and develop these personas before you begin your marketing efforts in full.
Are You Succeeding with Your Web Design?
We’ll be honest here—building effective web design never gets easier. Just as you master one concept, the rules change and another strategy becomes a must-have. Don’t be shy about reaching out for help with your web design project. We might be Monkeys, but our code is no joke. Contact us today to learn more!
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