If there is one thing that we can agree on, it is that the art of creating a website is now easier and more accessible than ever.
This does not mean that there are not challenges associated with creating a viable online presence, however, particularly in an increasingly competitive, virtual space. In fact, there are a number of common oversights that can undermine your web design project, while also impacting on your ability to reach your target audience.
In this post, we will look at three of the most common web design fails and ask how they can be avoided.
The Lack of Search Optimisation
While it may be easier than ever to launch a new website, brands continue to struggle with optimisation and securing their desired, search engine ranking. With an estimated 70% of online traffic being generated through organic search techniques, however, this has become a crucial part of the web design process and one that brands can ill-afford to ignore.
Perhaps the most important aspect of optimisation is your use of keywords and phrases, as these should relate directly to the products or services that you sell. Not only must you select relevant keywords, however, but it is also important to leverage specific phrases that can afford your website a competitive edge. This is where long-tail keywords come into play, as they are less competitive and will enhance your chances of securing an improved search engine ranking over time.
If you can ensure that your individual landing pages rank well for relevant keywords, you can generate a higher number of leads and optimise the investment that you have made in designing your website.
Failing to Implement a Responsive Design
Historically, websites were only ever viewed on generic PCs, meaning that there very little complexity or diversity surrounding design techniques. Given that there is likely to be a staggering 6.1 billion smartphone users in the world by the year 2020, however, it is clear that the consumption of online content through mobile devices will become increasingly commonplace over time.
The evolution of mobile has driven a need for responsive design in the marketplace, as this enables even standard website pages to be viewed clearly regardless of the device that consumers are using. Essentially, responsive design techniques customise individual landing pages to suit each specific platform, creating a seamless and fluid experience across smartphones, tablets and desktops alike.
If you fail to create a responsive website, you will have a negative impact both on the brand and the user experience itself. Slow or cluttered landing pages that take more than four seconds to load have an exceptionally abandonment rate, for example, while customers that have a frustrating online experience are unlikely to interact with your business again.
Missing a Call to Action
In most cases, websites are designed to generate online leads and optimise conversion rates. While a progressive keyword strategy and responsive design elements remain central to achieving these goals, however, it is also important that you include visible and clickable calls to action that direct customers accordingly.
These can serve multiple purpose on your website, whether you want customers to complete a purchase or simply learn more about a specific product or service. The key is to focus on creating concise and actionable calls to action that are easy for consumers to comprehend, while also ensuring that they are placed above the fold to contribute towards a seamless, efficient and more rewarding customer journey.
If you can adhere to these rules when creating individual calls to action, it is possible to optimise your website design and strike the ideal balance between visual style and functionality.