Do you ever look at something within your business that just isn't quite right? It doesn't sound right, doesn't look right, doesn't feel right, but you can't quite put your finger on what it is or why?
Being one of your most important marketing assets, your website is your primary online communication with your customers. It's not only your 24/7 digital storefront, but within most industries, it's one of your primary sales tools, and a huge contributor to your bottom line.
Having worked on countless websites across a broad range of industries, we've found some common trends and contributors that make websites look unprofessional, and therefore contribute to a site failing to convert visitors into paying customers.
Here are the top 5 contributors:
1) You're using a template, but haven't changed anything about it
Pre-made website templates are helpful and certainly have their place in the market. If you're just starting out and are not yet ready to invest in a professional custom website design, using a template will save you HOURS of hassle and help your DIY site look a little more professional. HOWEVER, customers can sniff out a template website from a mile away, damaging the perception of your product and/or service on offer.
2) You're not consistent with your brand colours, fonts and imagery style
We all know by now that consistency across every aspect of business generates a feeling of predictability and therefore trustworthiness in the minds of customers. Not only this, but consistency develops brand recognition and memorability for customers. This comes down to even the seemingly smallest of details such as colours and fonts. One of the best things you can do for your brand is select 2-5 brand colours and 2 fonts and use them consistently across every aspect of your business. Make sure the photos you use primarily have your brand colours in them as well
3) Your design is too messy, cluttered or confusing
In general one of the most important parts of any website is user-friendliness. A user-friendly website is one that communicates clearly and ensures that it's super easy and intuitive for any website visitor to find the information they're looking for. This is why simplicity in websites is so important. Not only does a cluttered, confusing website look unprofessional and feel overwhelming, it deeply impacts user-friendliness. This is a key driver in website visitors quickly exiting a website without making a purchase.
4) You're using the wrong website software
Website software is a rapidly developing field and not one that I will confuse you by delving into the specifics of. The simple explanation is that some software was great 10 years ago but is now out of date, while other software is absolutely life-changing for certain industries and businesses and not others. Purely for recommendation-sake, Shopify is fantastic for big ecommerce companies, while Showit and Squarespace are the leaders for service-based businesses and small ecommerce. All three of these platforms don't need any code to build a site, which makes ongoing updates and management fast and inexpensive for you or your website designer.
5) You're not using professional photos
Professional imagery is a huge element of any website design and a large contributor to the overall look and feel of a website and therefore the overall perception of a business. This is why photos taken on the job with your iPhone typically let down the perception of your business online. Investing in professional photography is a no-brainer to look professional and competitive online, PLUS you can use those images across all other marketing touch-points in your business.
Do any of these points resonate with you for your website? Send us an email at hello@formecreative.co.nz, we’d love to hear what you would love to change about your website!
