There’s truly a lot of options and paths you can take when designing a website. You put in the effort or hire someone to create a functional website according to your specifications, but the visitor response isn’t so great. Or maybe you get a lot of traffic but no one seems to see or take your call to action.
Before you go back to the drawing board, you may want to take a good look at your current web design and see if that’s the culprit. Here’s the reason why some web designs don’t work, and what you can do about it:
1. Your Website is Too Cluttered
True, your website looks like it is very informative and packed to the brim with information and/or products, but it might be too much or too overwhelming for the visitor that they won’t buy anything and simply close the web page. If you had to scroll down far too long to get the information you need, then chances are you’re not getting through to the target audience.
Good web design means that a visitor will be able to find what he or she needs within 10 seconds of entering your website. Concentrate your efforts in creating a simpler site that draws them in with a clean and sleek design. Keep blog posts short and put the complete ones in separate sections. Organize the content and/or products in categories and label them with easy-to-understand titles.
2. The Fonts are Too Hard to Read
You may have a cutting-edge website with all the graphical bells and whistles, but your fonts are such that it’s painful for the viewer’s eyes to read. While the web started out with 12 px fonts in the days of CRT monitors and 28.8 kbps modems, a modern website must have at least 14 px and readable enough so your visitors don’t have to squint through your content. If your website focuses on delivering content in the form of text, then you will need to focus more on putting the text up front and center before bringing in the pictures and video.
Good-sized fonts aren’t the only sound principle in creating an excellent web design- you’ll need to make sure the font color and the background are not clashing in terms of low contrast. Low contrast means your text has a light hue placed on a light background, or is dark and placed in an equally dark background. Not everyone has a 20/20 vision, and that there are even some that are visually impaired.
Adjust your text and background to make it a high contrast content, but don’t go overboard and put everything on reverse type. Reverse type fonts make for a lower comprehension level, which certainly affects how you engage and set up sales opportunities for your customers.
3. Your Content is Just Large Blocks of Text
Who would go online just to read a textbook-type of informational content? No one. It’s too boring, unappealing and will not work to get the point across. It wouldn’t engage, and overall, it’s just bad design in our world of colored, captivating images.
Break up the monotony by introducing columns, dropcaps, quotes and call-outs, along with some relevant pictures. Manage content by dividing it into bite-sized chunks and paragraphs. The pictures should be professional and tell a visual story equivalent to the text you put in the website. Remember to put the fonts in high contrast and make it bigger for an easier read.
4. The Share Buttons are Non-existent or Hard to Find
Sharing is one of the best free marketing resources out there. Meaning, if a visitor likes what he or she is seeing, they can click on a button and instantly share it within their social circle on various social media platforms. It’s something that any website should have- good web design should include a visible social media sharing links to encourage this.
Simplify and make it astoundingly easy for them to link your content by putting them in each post, and you’ll have more and more visitors attracted in by social media recommendations within their network.
5. Call to Action is Non-existent or Hard to Find
Having no call to action is like having no conclusion in content- there’s no direction or recommendation for a visitor on what to do next. They read your content, and find themselves at a loss on what you want them to do.
Make it easy for them by creating visible call to action pop-ups or putting them in where it’s very easy to see. Try not to be too intrusive, and provide real value by offering something they consider important or invaluable. The form itself should be easy to understand and ask for one or two pieces of information to keep their interest intact. In short, make it as painless as you can.