The marketing world has undergone a remarkable transformation since the birth of the Internet. Internet marketing is still an important life-line for businesses targeting appropriate client demographics, but inbound marketing has taken such priority in recent years as to become a science. That being said, there exists the potential for mistakes. Here are some website design mistakes to avoid in 2013.
The average user can determine in less than three seconds whether or not your website is worth continued exploration. With this in mind, you may be tempted to inundate your Home Page with photos, huge blocks of important text and bold calls to action. In truth, this is one of the worst mistakes that you can make. If potential clients are bombarded with sensory overload the second they click on the link to your website, they will navigate no further than the home page, and they will never come back.
Using all the latest advances in web design in a collage of high-bandwidth elements may be appealing to potential clients, if your page can load within three seconds. If your website uses so much bandwidth that users have lost interest by the time it loads, you’ll have lost a sale, a client, and a permanent lead. Less is more.
Design Elements that Look Like Ads
Marketing research often reminds us of what we already know. If you’re looking for a product and happen upon a website that looks like an advertising campaign, you’re apt to click away from it and look for one that promotes your desired product professionally and respectfully. This is because overt advertising, like the use of banners and bold text, elicits a mental block from users. If it looks like a duck, it probably is one. The best sales are turned when customers have no idea they’re being sold to. Don’t make it obvious.
Large Blocks of Text
Bear in mind that the Internet is not a book that you can flip through. The average computer screen is four to five times larger than the dimensions of a paperback novel. That being said, large blocks of text are ineffective as they relate to conveying information in a visually appealing manner. Break up the text into short paragraphs, three or four sentences long, with leading subtitles. Ensure that the content is brief and direct. Avoid stream of consciousness. More website design tips
Failure to Change the Color of Visited Links
Colored links allow users to trace their path, almost like a trail of breadcrumbs, so they know if they’re about to click on a page they’ve already seen. This plays to your advantage in terms of search engine optimization. The more unique visitors you receive, the more visible you are to free search engines. Failure to change the color of visited links, on the other hand, finds users confused, often discouraged, and weary of what you may have to offer. Not only does it make navigation difficult. It points to a lack of professionalism. Cover your tracks by ensuring that your clients can trace theirs.
Looking Like Your Competitors
In the business world, the only way to win is to set yourself apart from the competition. As tempting as it may be to emulate the appearance of a competitor website that you know to be successful, it may not be the right layout for what you’re offering. Instead, show confidence in your product by creating a unique design, specific to the product or service you intend to promote. Emulating a successful competitor website is like wearing someone else’s jacket. It might fit, but it’s still someone else’s.