Could you be losing potential clients every day, not because your services or products aren’t good enough, but because your site has simple design and copy mistakes? Mistakes that could be stopping you from converting browsers into buyers.
✨ Let’s dive into some common website design mistakes I often see and how to avoid them.
Mistake 1: Bare-Bones Pages
One big mistake I see is having pages that are super short, generic, and basic.
So here’s the thing: there may be a portion of your audience that are just ready to buy/enquire and don’t need to learn about all the details and benefits of what you offer. But in this economy, where people have to be particularly selective about what they spend their money on, stepping them through the value of your offering WILL pay off.
More info reassures visitors, sets the scene for what to expect, and shows the value beyond just price. Don’t be afraid to add some depth to your content.
When our pages lack substance, it can scare away potential clients. That’s why more detailed content is essential. The higher the investment for your offerings, the more you need to step people through the value in-depth.
👉Detailed pages help your visitors feel more comfortable and confident in taking the next step with you, which is a beautiful gift we can give our customers.
Mistake 2: Info Overload
On the other hand, some of us overdo it with information.
While less common, it’s still an issue. I’m someone who loves going into detail, but it needs to be done the RIGHT way. We know that people typically skim and scan websites. Take a second next time you’re navigating a website and notice your behaviour. Most of the time this is unconscious because we’re are such digital natives. You’ll probably notice you don’t read everything word for word. Instead, you’re probably skimming and scanning the headlines and only reading the smaller text when you’re really engaged.
For this reason, we really need to cater our content for skimming and scanning.
How do we do that?
Step 1 is all about breaking your website up into bite-sized digestible chunks.
Step 2 is all about using headings and subheadings to draw the reader in and once again, make the content feel digestible.
If your reader is faced with too much copy dumped on the page with no headings, no paragraph breaks and so on, it can feel completely overwhelming! It can make the reader feel like they’re drowning in a sea of text. Our brains take one look at it and go “too hard” and keep scrolling by.
Ultimately, there is no such thing as too much information if it is presented in a digestible way and it’s engaging.
To cater to both the “I need all the information” type of buyers and the intuitive “It just feels right, I’m ready to move forward’ type of buyer, I suggest giving plenty of information to convey the value, but break it out into digestible chunks and add plenty of call to action (CTA) buttons linking to the next step throughout so if people want the fast track, they can take it.
Mistake 3: Improperly Sectioning Pages
Dumping a huge wall of text on our page? No thanks.
Break your content into sections!
- Use background colours or images to separate different topics into “Sections”
- Light beige backgrounds are a subtle way to keep things looking fresh and organised.
- Use visual elements like icons or images to add interest and guide the reader’s eye.
- A well-structured page keeps your audience engaged and makes your information easier to process.
Mistake 4: Weak Headlines
Headlines are our best friends. Considering we know people often only read the headlines when they skim and scan, we need to make them count.
If someone only read the headlines on your page, would they still see the value of what you offer and understand the key points on the page? Or are you wasting your headlines with statements like “Welcome.”
🎯 An engaging headline pulls people into the body copy. Ditch the generic stuff and go for headlines that pack a punch. Your headline must have a “hook” something to ‘reel in’ your audience. Otherwise, they’ll swim right past.
The one job of the headline is to get people to read the subheading, and the subheading’s job is to get people to read the body copy. The more people are actually reading your copy and the more time they’re spending on your site, the more likely they are to convert.
A great headline sets the tone for the content that follows and encourages visitors to keep reading.
So, don’t underestimate the power of a well-written headline in capturing and holding your audience’s attention.
Mistake 5: Overusing Pop-Ups
Ever landed on a site and got smacked in the face with pop-up after pop-up? Annoying, right? Let’s limit those pop-ups and notifications.
👉 A cleaner, less intrusive experience keeps visitors happy and engaged.
Pop-ups can be useful, but overdo them and you risk driving people away.
Find a balance that keeps your audience engaged without overwhelming them. A well-timed, relevant pop-up can be effective, but too many will just annoy your visitors.
Many pop-up software will allow you to time the pop-up so it’s not immediate. Look at how long people spend on your website on average, then time the pop-up appears towards the middle of their time on your website. Some may have the option to include an “exit intent” pop-up which can tell from mouse position or scroll when someone is about to leave your website, so you still have the chance to get them to sign up to your email list so you can keep the conversation going with them.
Mistake 6: Not Optimising Image Sizes
Slow site speed is a big no-no. Huge images are often to blame.
- Keep your image sizes under 100kb to ensure quick load times.
- Resize images to what you need, like 500px by 500px. If you make them bigger than they actually need to be, it’s just wasted file size.
- Use tools like TinyPNG or JPEGmini to compress your images without sacrificing quality.
- Additionally, consider using modern image formats like WebP, which offer better compression rates than traditional formats.
Faster load times improve user experience and can positively impact your search engine rankings.
Mistake 7: Talking About Ourselves Too Much
A lot of websites talk more about themselves than they are talking to their customers. People with personal brands are especially guilty of this. You think, well, I’m the brand, right? So surely I should be writing about myself?
Your website should feel like having a conversation with your visitor, regardless of if you are building a personal brand or a company brand.
Use “you” more than “I” or “we.” Make it about your visitor’s needs and how you can help them.
It’s kind of like when you’re having a conversation with someone who is spending the entire time talking about themselves and not asking you any questions. Ever noticed how you tend to check out of the conversation when this happens? It can get boring when people don’t include you in the conversation.
Most people look at businesses/websites with the view of “what’s in it for me?”, “why should I care?”. Of course, we would like to think people care about us as a brand, but we can’t be naive. If someone is finding out about your brand/website for the first time, you’ve got to give them a reason to care. How are you able to solve their problems and help them achieve their desires? That’s what they really want to know.
Mistake 8: Using Low-Quality Photos
Photos are one of the first things people notice on your website.
Some people lead with stock photos and we never get to see the person or people behind the brand. This often detracts from the credibility of the businesses offering in my eyes. While it’s definitely possible to find great stock photos, many times they end up looking too “stocky” (i.e. cliche, cheesy) or you’re using the same photo heaps of other people have used, so it lacks a certain authenticity and originality.
Another common thing I see are people building personal brands, who are using selfies and other unprofessional photos of themselves.
I truly believe that investing in a photoshoot for your business is one of THE BEST investments you can make. Consider hiring a professional photographer to ensure the best results. There are lots of affordable options out there, so it doesn’t have to cost the earth.
Mistake 9: Over-Designing
🎨 Less is more when it comes to DIY website design.
Too many design elements can make your site look cluttered and chaotic.
Keep it clean and easy to navigate, and don’t be afraid to simplify.
Mistake 10: Ignoring Readable Contrast
Low contrast between text and background makes reading tough. Use tools like color.adobe.com to check contrast ratios.
Dark text on a light background and vice versa usually works best. Good contrast makes your content stand out and ensures it’s easy to read for everyone.
It’s a simple change that can make a big difference.
These were just a few examples and I’m sure there are many more I could talk about as website design is so nuanced in terms of what makes a good website and what doesn’t. But I really hope this helps.
Would you like me to audit your website and give you 3 tips you can do to improve things? Email me and I’d be happy to record a short video stepping you through it!
If you have any questions or need more tips, be sure to let me know Happy designing!
✨ I’d love it if you could leave a review or rate the podcast. Your feedback helps me grow, and I value your support immensely.
Stay tuned for future episodes where I’ll dive deeper into the practical steps of creating your brand visual identity.
