Like any entrepreneur who understands the power of the Internet, you created a website for your business, in the hopes that having an online presence will help it grow.
The thing with having a website, however, is that it can also go the opposite direction and hurt your business instead. Far too many entrepreneurs trying to bolster their digital marketing efforts through a website have learned this the hard way.
Whether a website helps your business or not will depend on a number of factors, its web design among them.
Contrary to what many people think, web design isn’t just about making a website look pretty. Sure, a gorgeously-designed website will catch the attention of people, but that is no guarantee that they will give you their business. In fact, users still steer clear of even the most attractive websites for one reason or another, which is not going to help your business at all.
Let’s take a look at some of the signs your web design is not helping your business in any way.
While web design is not solely about making a website look good, making a site look easy on the eyes remains one of its primary goals. Your website, after all, is the face of your business on the Internet, and you wouldn’t want your business’ face to look unattractive to the public, would you?
Still, many web designers manage to make a site they worked on look terrible on so many levels. Some web designers’ use of color is questionable at best. Others don’t leave enough whitespace, making the content look crowded. It’s also common for web designers to be a little too liberal in their use of popups, Flash animations, and auto-play videos and music. All these tend to stand out and turn people off, causing them to bounce off to another site and leave your business hanging.
Navigation Is Difficult
Your website may be one of the great-looking ones mentioned above that people leave right away. One likely reason visitors do that is they find your site difficult to navigate.
Visitors should be able to find whatever they’re looking for when exploring your site. An intuitive navigational structure can do that. If it’s cluttered in any way, and without even a working search feature or clickable navigation elements, users won’t hesitate to move on to another site and contribute to your ever-increasing bounce rate.
Slow Page Load Speed
Internet users these days are an impatient lot. They want everything online served up to them at the fastest possible time. If they check out a website and it takes more than three seconds for a page to load, they will likely cancel everything before they even get to see whatever you have to offer.
While your web hosting may also dictate page load speed, web design elements can also affect it. Using large, unoptimized images, for example, slows everything down. The same goes for web design that features a lot of custom fonts and heavy graphics.
It’s Not Mobile-Friendly
The dominance of mobile is undeniable. Everywhere you look, people are on their smartphones and tablets communicating, reading, doing research, and shopping. It’s been years since mobile users began outnumbering desktop users, and there is no sign that things are going to change for the foreseeable future.
That said, it has become imperative for businesses to make their websites mobile-friendly. If your business website isn’t, then mobile users won’t even bother exploring it. Such is the fate of websites that don’t render well on smartphones and tablets. And people not spending any more time on your site is definitely not helping your business.
It’s a certainty that in the future, there will be much better ways of making your web design mobile-friendly. For now, however, your best bet is responsive web design. With responsive web design, your website will have no problem adapting to any screen size your visitors are using. Your site will load more quickly, and the rendering will be good enough, so users won’t have to manually resize things just to view your content.
People visit your website to check out what you have to offer, and you present those offers to the public via the content you publish there.
However, people aren’t likely to appreciate your products or services if they have trouble understanding your content. Readability problems make that happen, particularly when the fonts you use are too small to read.
If anything, the written content you publish on your site should use properly-sized fonts. Make sure the fonts for your body text should at least be 14pt, because people don’t like squinting just to be able to read your content.
Conversions Are Down Or Nonexistent
Whatever product or service you’re offering, a website that actually works should ultimately be able to help generate leads and boost conversions.
It’s easy to believe leads and conversions will come pouring down once your well-implemented optimization efforts bear fruit. Ranking well in search results will eventually drive traffic to your site and make you expect more conversions and even sales.
However, a high ranking in the SERPs and increased organic traffic is not an assurance of more leads and sales. If conversions remain tepid at best, there’s likely something wrong somewhere else. In many cases, it has something to do with its web design not giving visitors the best user experience or UX. Never forget that your website is all about providing users the valuable content they want and need in the most convenient and fastest way possible. Fail to do that, and your website won’t be doing your business any favors.
When your web design is not helping your business achieve its goals at all, then it’s about time you go for a redesign. Get the help of a skilled and experienced professional web designer to make sure your new-look website will provide users the kind of experience that will convince them to do business with you.