A lot of people think that web design is just the pretty makeup, and all people really care about is the content within. Yes, content is definitely important. How seamlessly you use the keywords within the copy and how enticing those words are, make a huge difference when it comes to conversion.
However, this kind of thinking undermines the potential of a good website design. Why do you think it takes months to create website builder layouts even if it’s free to use? It is because people will instantly engage to a website if they see an interesting interface or design. It can also be used to achieve certain goals like increase leads or conversion.
Remember that when it comes to online marketing, all elements contribute to your ranking and your website’s ability to drive traffic. Not one element is useless, each has its own purpose. So in this article, we will talk about some design mistakes that will likely ruin your search engine optimization efforts and hopefully help you thwart some of them.
Focusing too much on aesthetics
While first good impression based on the web design is one of the goals, the focus is not for solely making sure the website looks stunning. With this, the usability can suffer. In what way?
There are website designs that tend to be too complicated, all flash but no substance. There is no clear button to click, no clear navigation menu, and while the photos are well-edited, they tend to be too distracting rather than strike awe. You can never go wrong with going clean and simple, avoid spending too much time creating an overly flashy website because there is a fear that its content may not deliver.
Ignoring navigation and pagespeed
When a person goes to a website, navigating it has to be intuitive. This means that upon opening the website, they will know exactly which button or tab to click on to find an answer to their question. Note that your visitors are divided into three categories:
- Those who know your brand but are still on the fence about choosing you out of hundreds
- Those who do not know your brand and are on a search for the best company
- Those who know your brand and are sure to purchase something
Make sure that your website is easy to navigate by a person who falls under any of those categories on your website. You need to make sure that the path to conversion is clear, lead them to it through a straightforward design. A good exercise is to anticipate the questions that they will ask and then audit your website, see if the buttons or tabs they need to click on are easy to find.
Moreover, make sure that the page speed is up to par with Google’s standards. You can use the PageSpeed Insights to test your website.
Not testing design choices
Every time you are going to make design changes on your website, always run an A/B test. The first thing you need to do is point out which elements on your website you think needs improvement. Maybe a certain page has not been visited for a while or your call-to-action button has not been raking in conversions like it used to. You can test button colors or new CTAs, but before making a final decision, make sure you have gathered enough data of its effectiveness through the testing.
Take note of these common design mistakes when you are on the conceptualization stage of your website or you are editing your design. These will definitely help you avoid lose rankings you have worked hard on previously.