As we all know, websites have become integral to the success of businesses, and if you don’t have one you’re at a serious disadvantage. However, there is a deep and troubling issue that can still arise even after you’ve established your digital presence.
Many companies in the UK invest a ton of money in creating what they believe to be an effective website. Furthermore, organisations do not hesitate to invest capital towards SEO services in the UK, hoping that conversion and brand visibility will subsequently increase.
The sad truth is that despite their best efforts, many business websites fail to fulfil the purpose they were created for. There may be several reasons why you have a poorly performing site. In this blog, I want to shed some light on lesser-known issues that could be impacting your website performance, as well as preventive and corrective measures that can be taken to fix them.
Let’s begin by focusing on a few web design tips / errors that businesses make when building their website:
- Many websites are designed to satisfy egos.
This is a common phenomena in the corporate world, especially when a business is focused on pleasing its management and not the consumer. Companies that do not account for consumer sentiment often build products that reflect their own ideas, and not those of their customers.
- Many websites ignore their audience.
Self-obsession and narcissism can be reflected in the digital world too. Furthermore, these unsavoury traits are often subconsciously picked up by those using your website. Such companies focus their efforts on creating a product that suits them, ignoring their intended audience. This can be observed in the content, design and navigation of a website.
- All eyes are on me.
Nobody, and I mean absolutely nobody, likes a guy who goes on-and-on about himself. In a real-world conversation dialogue is two-way. A healthy form of communication has always been speaking and then listening. However, unfortunately for some businesses, it’s all about their achievement, the number of awards they’ve won, etc. While the awards are noteworthy, it’s far more important to show customers how your business has made lives better.
If you’ve just realised that your website falls into one or more of the categories mentioned above, you need to get your website fixed… and quickly! Errors, no matter how small, are like holes in the hull of a boat – They need immediate attention, lest you fancy taking a deep plunge. However, revamping your website is a task that needs careful consideration. Considering the important web design tips, here are the three most important aspects you need to consider:
1. Why are you redesigning / building your website?
While this may sound like a no-brainer, believe me, the more you think about it, the more you will want to embellish your website. Losing the focus of a site’s primary objectives is a common occurrence when redesigning.
The purpose could be to increase visibility, optimise it for SERPs (search engine result pages), increase conversions, change its visual appeal, etc. Maybe your website is not generating the desired number of leads or driving the sales you want, for which you can redesign the site to hook-in more inbound leads and sales.
2. Who is the target audience?
It’s very important to develop a keen understanding of your target audience. Many companies in the UK miss this step, which can lead to failure.
When you fully comprehend the demographic you are targeting; you will be fully equipped to offer services and products that add value to your audience. Your brand will be relevant to a segment that endorses your offerings. This is especially true when entering a new market or launching a new product.
3. What action do you want people to take?
Redesigning a website and ignoring action buttons would be folly. There should be a definite purpose for a visitor to visit your site. Whether that purpose is to gather information, make a purchase, book an appointment, or simply leave a review, not including action buttons restricts visitors from interacting with your brand, resulting in a lack of conversions.
Having considered these points, there is yet one pertinent question to be answered before you begin redesigning and rebuilding – How do you gather the information you need to make effective changes? While there is a bit of work involved, here’s a detailed list of activities you could engage potential customers with:
- Interview your best customers.
This entails making a list of the top ten customers that drive profits for your business and connecting with them via call, email, or zoom. Preparing a list of questions or suggestions would be wise, along with recording the sessions.
Some questions you could ask include:
- Why did you buy from us specifically, as opposed to another brand?
- How did you find us?
- What were some of the issues you faced?
- How did we help you fix the problem?
- What is life like now?
- What is most important to you when looking at a website for a company like ours?
- Does our current site make it easy to understand how we can help you?
- How easy is it to do business with us?
- What do you think we could improve?
2. Review the data collected.
Once you have all the data you need, it would be wise to organise it and review it all. Creating some sort of a spreadsheet will help form a resource that can be viewed at any point in time.
Using a spreadsheet, you could also club all similar answers together visually.
3. Implement insights
The data you have worked so hard to harvest should lead you to actionable steps that can be performed with precision. You have likely received a ton of information that can be further used to your advantage.
- Use The words your customers actually say
In your conversion with customers, you will be able to pick up common phrases and terminologies that they associate with your business. Rest assured, many of your existing and potential customers will be using the same language. Incorporate these phrases in the website content to make your brand more relative.
- Address design pointers and key page features
If you ask your customers for an honest opinion, you can be sure that they will give you what you need. This can be in relation to your webpage setup, design or navigational flaws, or even brand image. Listen to your customers; they will help you better your brand.
- Address marketing pointers
Your customers will help you define and refine your marketing strategy. Crowdsourcing information is always a good way to form strategies, and when it comes to marketing, let the market tell you what’s needed. This will result in improved customer service. What could be better incentive for a customer than to help a brand give them exactly what they want? Essentially they’re providing you with the persuasion they need to make the purchase!
This step-by-step guide of web design tips will get your brand speeding right past your competition. However, if you’re still not entirely sure how best to go about things, you can always connect with companies specialising in SEO services in the UK. My recommendation would be Web Choice. Having worked with them in the past, I can vouch for their integrity and commitment, and the results they delivered. So if you’re revamping your present website, or creating a new one from scratch, it will really help you to talk to Web Choice.
This step-by-step guide of web design tips will get your brand speeding right past your competition.
About the author:
Sam Dunning is the Sales Director and Co-Owner at WEB CHOICE, UK.
He hosts the weekly podcast “Business Growth Show” with business leaders, experts and entrepreneurs from across the globe.
You’ll learn actionable tips across marketing, sales and growth to help you skyrocket your business!