In the ever-growing digital world, more and more business owners are moving towards establishing their online presence to take advantage of the massive audience that comes with it. With almost every company now having their own website, it is now a matter of how effective your website is. In this article, we will explain the important factors of what makes a good website.
1. Your Business Website Is NOT Mobile Friendly
A big mistake people make when creating a website is forgetting to make their site mobile friendly.
If a potential customer visits your website via mobile and it is not functioning properly, this will:
– make your business look unprofessional.
– make it hard for visitors to use and navigate through your website. Leading them to exit your website and move onto a competitor.
A mobile responsive website will also get preferable treatment by Google and the higher your website ranks on Google, the easier it will be for your target audience to find your business. A mobile friendly website will improve user experience and increase average time on site. As with everything that exists online, time is valuable and capturing a visitors attention in a limited amount of time is crucial. If a visitor is able to easily navigate your pages and read mobile friendly written content, you increase the chance of converting visitors into customers.
2. Your Website Loads Too Slow
Speed will determine whether your visitor bounces off your website (leaving right away). Even if you have the perfect website, visitors will unlikely wait around for your website to load and move onto a competitor. As a result, this will affect your ranking on Google because the higher the bounce rate you have on your website, the lower you get ranked.
A slow website will also impact your conversion rates. We have seen how Amazon increased their conversions by 2 percent, when they decreased their page speed by just 1 second, which in result means more profit!
Similarly, Mozilla saw 60 million more Firefox downloads per year after decreasing their page speed by 2.2 seconds!
The evidence is clear, so if you want to increase your conversion rates and profits, start by speeding up your website. To find out more, click here.
3. Easy to Follow Navigation
Provide only the necessary information that will encourage your visitors to take your desired outcome. Too much information can overwhelm visitors. Which is why it’s important to keep your website simple enough to make your pages easy to follow from top to bottom.
Avoid large bodies of text when explaining things. Instead, try to use shorter bullet point length lines of text when you can. This will make your website easy to scan for your average visitor who may not have the patience or the time to read through many paragraphs to understand what your website is about.
Of course this will depend on what your website is about. If you are selling a product/service online, it would be a better idea to have enough information so your customer feels confident with their purchase.
To make things even easier for your visitor, you can have a clickable explainer video that will summarise your website in a short visual way. Video is processed in the human brain 60,000 times faster than text. This creates an advantage over text as it immediately ignites emotion and personal connection; enticing viewers to seek more information.
In conclusion, it is vital that you make your website simple and easy to follow. With all the websites available online with a click of a button, if yours is hard to understand and unclear, users will visit another website within a matter of seconds.
4. Clean Structured Design
This point goes hand in hand with an easy to follow navigation. Reducing big bodies of text and using explainer videos in the place of texts will give the outcome of your website a cleaner and less crowded look. Ensuring there is structure in your website will direct your potential customers on where to go next and allow easier navigation through your website. As well as simplifying the process of finding the correct pages they are looking for with the relevant information.
If a user enters your website and there are too many images, logos, ads, colours, popups, etc, this will overwhelm your user and lead them to immediately click off. The goal is to make your website effortless to navigate and read through; essentially increasing the user experience. Here are some samples of clean structured website designs.
5. No Call to Action For Your Business
A clean and structured website that is easy to follow is useless without ‘call to action’ (CTA) buttons. A call to action button is a button on your website/landing page that you want users to click on to complete a conversion goal. So a few examples are: ‘Add to cart’, ‘free trial sign up’ buttons, email sign up, download buttons, etc.
These buttons should stand out on your website to catch the users attention and encourage them to take action. Your call to action is the opportunity to motivate your users to take real steps toward becoming a customer/client. It can be the determining factor between a lead and a conversion.
6. Important Business Information Not Displayed Clearly
Information such as your business’s contact details is extremely important to display clearly so users know who to contact if they have any queries or issues. Furthermore, when users see contact details displayed on a website, they are more likely to trust your business as they know if they do have an issue, there will be someone to help.
The best way to display your contact details is creating a contact page with a phone number, email address, company address (depending on if you are a physical business) and opening hours. These details can also be added to the footer of your website (at the bottom of your website).
7. Not Up to Date
You want to ensure that your website is always up to date. If your website looks outdated and has not been touched in years, users may be under the impression that you are not in business any more. Or they may think the website they have accessed is not in use anymore and there is a newer updated version.
Either way, the user will not trust your website to take any call to actions and may just leave and move onto a competitor. This will negatively impact your conversion rates as well as your brand awareness and trust.
8. Elements Not Working
An element not working on your website may appear as a red flag to potential customers and scare them away. Make it a practice to run regular checks on your website to test if all your elements are working such as the payment gateway, contact forms, menu bar, buttons, etc. You want to be the one to run into a problem on your website and not a potential customer. If you have an issue with an element on your website that has not been addressed, this can result in missing out on potential leads which is one of the main goals of having a website.
For example if your contact form is broken, you will miss out on all customer queries or any potential issues customers are having with your product/service. In turn giving a bad impression of your brand, as you are not able to attend to your customers needs and give them the help and care that is required to maintain a good reputation with your existing customers, as well as future customers.
Another example can be a call to action (CTA) button not working (a sign up button, a download button, etc), which will dramatically affect your conversions. Once a user cannot access your call to action buttons, they will immediately move onto a competitor who provides a similar service/product.
As you can see, it is vital to keep an eye out for any elements that are not functioning properly. The longer they are not working, the more you are missing out on potential leads turning into customers and profit!
In conclusion, avoiding these 8 website mistakes will improve the effectiveness of your website and allow your business to grow.