Whether you’re starting a new venture in 2022 or need to revamp the digital presence of your current business, it’s vital to have a website that entices people in. It must give them the data and impetus they need to take the next step in the sales process and generally get you results.
A significant factor in having an effective website is ensuring its design and function work well. To get to this point, you have to avoid some of the most common errors that many entrepreneurs make in this area.
Mistake: Not Enough Focus on Data Collection and Usage
While we have websites to provide information to customers and build an online presence, they’re not the only reasons. Our websites can also be excellent places for us to collect useful data about our clientele and target market that we can use for numerous purposes to grow a business.
For example, we can examine the questions people submit through sites for patterns of information that mustn’t be clear enough, easy to find, or even available on our sites yet, such as product or service details. The newsletter subscribers we generate can help us get data on who is potentially interested in our wares and what age group, location, etc., they predominantly fall in. Web traffic analytics is also invaluable for understanding the types of devices people use to browse our sites, where they come from, what search terms they input, and more.
Look for ways to not only collect plenty of data but manage and utilize it throughout the year. Also, consider setting up a well-thought-out data governance framework so all the information is managed effectively and the principles and processes involved with its collection, storage, and use are well-defined and understood by all team members.
Mistake: Lack of Clear and User-Friendly Navigation and Functionality
One of the most common mistakes entrepreneurs make when setting up a website for their business is that they don’t spend enough time ensuring the site’s layout and how it works are appropriate for browsers. People need to be able to easily find what they’re looking for when they come to your website.
It should be clear how to move from page to page as they navigate around, and it should be quick and straightforward for them to add things to their cart, checkout, and complete orders. Plus, ensure people can see and access everything they need to when exploring your website on mobile devices such as smartphones and tablets. A high proportion of internet browsing and buying is done this way now, after all.
Mistake: Slow Response Times on Pages
People have no tolerance for slowly loading pages, yet some entrepreneurs still make the mistake of running a site that doesn’t load quickly. If you want people to stay looking at your business wares and information rather than clicking away within a few seconds, pay attention to this area. Test your website regularly to see if it’s up to scratch in responsiveness and investigate the reasons why if not.
Multiple factors can contribute to a sluggish site. For instance, it may have too many images, videos, or other large files slowing things down, a website hosting service that can’t keep up with the amount of traffic coming in.
Mistake: Too Much Text and Bad Font Choice and Size
Try to look at your website with fresh eyes and notice if the pages look cluttered or not. An error that happens a lot with sites is that people try to fit too much on them, and it becomes overwhelming for visitors to take in and understand. The branding gets lost in the confusion, and the site doesn’t look as professional if there’s too much going on.
As such, don’t make the mistake of putting too much text throughout. Of course, you must include plenty of details, but break large chunks of information up into more palatable, short paragraphs. Use plenty of headings and subheadings so people can skim pages, too, to find what they need to know nice and quickly. Plus, avoid having too many graphics competing for attention and lots of clashing colors in your design throughout the website.
Make smart font choices, too. Choose one that’s clear and easy for people to take in, in a size that even those without the best vision can easily read. Don’t go too crazy with font colors, either, and for consistency, use the same font throughout your website.
Some other errors to steer clear of include failing to consider your target market and not having a clear call to action in numerous spots (such as getting people to add items to the cart, contact you, or sign up for a newsletter). Don’t make the mistake of neglecting security, either, as it’s vital to keep not only company but also customer data safe from hackers.
There’s more to creating an effective website than often meets the eye, but if you think about all the above elements, you should develop a better digital presence that gets results.
