Businesses are notorious for making business-killing mistakes when conducting a web redesign for their company site. Whether it’s an in-house makeover or a contracted redesign through a web design agency, mistakes happen that can significantly reduce a website’s effectiveness and even damage a company’s online credibility. If you are looking for help here is a free that we use with all of our clients.
One of the most obvious mistakes is not making your website mobile-friendly. If your website is not currently mobile responsive, drop everything you’re doing and make that change today! Google put out a mobile study not to long ago that talked about how 70% of mobile searchers call a business directly from search results. Imagine the amount of leads that you could be missing out on by not having a mobile friendly web site.
Even if your new website is mobile-friendly, there are still several serious mistakes to avoid in your next website redesign.
Not clearly communicating your value proposition
Who are you? What do you do? Why should I listen to you share about your company? What value are you proposing to fit my business needs? And most importantly: What Problem Are You Solving? These are the questions any site visitor is asking when first reviewing your website. By clearly communicating your value and authority in your industry, it removes any doubt or uncertainty in the eyes of a site visitor.
Burying your CTAs in your website
If your website was purely informative without any business purpose, we’d call it a library. The function of a website is to create an online presence for your physical business, be it catering, health and fitness, or doggy day care. Your CTA (call-to-action) buttons are strategic click points for any visitor to take an action to further engage your company. Burying your CTAs essentially turns your website into a very unprofitable game of hide-and-go-seek. Here is an example of a CTA for one of our clients:
The best way to use your CTAs is by placing them in highly visible locations, such as your front page, site header, the top of a sidebar, or at the end of a blog post or section of web copy.
Wasting prime real estate above the fold
Above the fold is a newspaper term that refers to the area above the fold of a newspaper. It’s the most important visual real estate of the paper and the same is true for your website. Your “above the fold” area is the area a site visitor sees before scrolling down. This is where your best CTA needs to call home, such as a premium business offer, a subscription form, contact info, social media links, and other highly important content.
Making contact information hard to find
The Content Marketing Institute conducted a recent study of 200 U.S.-based businesses. Of the businesses studied, 70% of the businesses did not display their phone number in a prominent place on their website. 68% of the 200 businesses studied didn’t provide an email address on their home pages. This practice of hard-to-find contact information is crippling to both business momentum and lead generation conversions. I’m sure you have encountered this in your own life and can relate of how frustrating it is when you are searching for the contact information for a company and you can’t find it easily.
When redesigning your website, create a prominent location for your contact information to be readily accessible for site visitors. Increase the font of your phone number and position it in a very obvious place.
Ignoring Social Media Extensions
Site visitors want to know they’re doing business with a real company, not some cold, detached corporation. Social Media Examiner reports that 83% of marketers believe social media is important for their business. One of the best ways to relationally connect with site visitors is through your social media networks, which should be an active extension of your website.
A common mistake in website redesign is failing to visibly connect a business’ social media networks with its website. The social media icons might be hidden or buried, not included on all parent pages, or small in size.
Before you begin your next website redesign, be sure to contact us about a free strategy call on our highly efficient website design process or download our web design checklist below. We work closely with businesses to develop profitable websites that grow business’ bottom line, target the best customers for you, and build your platform as an industry expert.