The JestElite Blog
What to avoid when it comes to web design
If you are like most business owners and marketers, your website is the number one source of new business and conversions. You probably have a plan for digital marketing to drive traffic to your site and convert that traffic into leads or customers. To do this effectively, you need high-quality content with an effective design that makes it easy for users to find what they’re looking for. There is a lot of pressure in optimizing a website for lead generation, especially when there are so many elements involved. While it is essential to focus on increasing traffic through SEO and other forms of marketing, you also need to optimize the user experience through web design. Too many people look at web design as an optional component of their digital strategy, but if you want your website to provide real ROI from online marketing efforts, then an effective design is paramount.
A website that looks nice, but is not laid out well will underperform.
If your website looks nice but can’t be used or navigated, you’re missing out on potential business. It's important to have a website that looks good, but it's also important that your site is easy to use and navigate.
Let me show you an example. This site comes from the UK, but still it is a good example of what I am talking about.
The site design is clean, and I am in no way just being mean by my critique of the site. The problem with the site is clarity. Yes it is clean looking, but is it clear what they do and how that benefits you? What problem do they solve? Do they provide service to bathrooms, sell bathroom fixtures, work in construction? What? And what are you supposed to do if you wish to hire them? There isn't any call to action. They require you search for it. Which loses customers.
If people have to guess what your business is about, you are losing business.
If people have to guess what your business is about, you are losing business. If they have to dig through the website just to find the information that they need and then have nothing else to do with it when they do find it, you’re losing even more.
If a visitor lands on your homepage and doesn’t know what you want them to do next, there is no reason for them not to go somewhere else where they can find out right away what you offer and how much it costs. It’s important that all parts of your site (homepage, blog posts, product pages) are clear enough that visitors know exactly what they need from their visit with you before leaving again – otherwise why bother showing up?
Here is another example of a nice clean site with no message clarity. It needs to clearly state what they do, and why that matters. It also needs a very clear call to action.
It’s important to have a website that looks good, but it is also important that your website is easy to use.
It’s also vital that your site is easy to navigate and consistent across all devices - desktop, tablet and mobile.
And finally, if you want people to be able to find you on Google or other search engines, then it needs to be optimized for search engines too.
People don't have the time to figure out how to purchase your service. So don't make them hunt for how to hire you.
People don't have the time to figure out how to purchase your service. So don't make them hunt for your call to action.
That means you need a website that's easy to navigate and find the information they need. You also need an easy way for them to contact you, like a phone number or email address right on the homepage or in their area of interest where they can easily see it (if applicable).
For example, when people come across my site, they will notice a clear statement about what I do, and a very clear call to action.
A website that looks nice, but is not laid out well will underperform.
You might think that your website is beautiful and that it looks nice, but if it's not laid out well, then you're going to be hurting in terms of performance.
Your website needs to be easy for users to navigate around, so that they can find what they're looking for quickly. The more time it takes them to get what they want from your site, the less likely it is that they'll come back.
There are a lot of things you can do with design: have consistency across platforms (your social media channels), make sure everything works on mobile as well as desktop devices, and personalize the experience based on user data.
Consistency and ease of use
Now, let's talk about consistency.
Consistency is important for usability, which leads to higher conversions. When you have a consistent experience across your site and across marketing channels, it's easier for users to find what they're looking for and more likely that they'll convert into paying customers (or whatever else you want them to do).
Consistency helps your users navigate your site by making things like navigation menus, buttons, calls-to-action (CTAs), etc., easy to figure out no matter where they are on the site or how many pages deep they've gone. This makes it less likely that a user will get lost or frustrated when trying to complete their task or find what they're looking for.
Keep it simple. Usability and accessibility are key.
When it comes to web design, simplicity is key. Usability and accessibility are two vital elements of this. A user should always know where they're going and how they're going to get there. Make sure that the images you use are clear and concise so that the user knows exactly what's happening on your website at all times.
In addition, make sure that content is clearly labeled with headings and sub-headings which provide structure for readers while creating an easy-to-follow path through your site; this makes sure that visitors stay focused on what's important!
And finally: don't overcomplicate things!
Don't forget the call to action! It's the whole point of the site existing, after all.
You've probably seen the call to action before. It's the button at the bottom of a website that says "Sign Up!" or "Buy Now!" or something like that, and it's typically in bright red or orange so you don't miss it.
The reason we have calls to action is because they're supposed to help your web page achieve its ultimate goal: Conversion. If you want people on your site, think about what they came for: Maybe they want information about your products or services; maybe they want to sign up for an email list; maybe they want to read more about an article; etcetera. Whatever it may be, give them a clear way of taking action! A good call-to-action button should be large enough so as not be missed by anyone scrolling down through the page (above the fold), easy enough for anyone who sees it immediately know what doing upon clicking/tapping/etc (i.e., no confusing language or poor phrasing), relevant enough that it makes sense given where users are on the site and why they're there (i don't care if people see my products if those aren't relevant), and visible enough that users won't miss seeing it too quickly while scrolling down through content
In a digital world, it is vital to get your web design right. A great website experience will encourage customers to keep coming back, and could be the deciding factor in whether or not they buy your product. As long as you follow our tips and make sure you're designing for user needs rather than company needs, you should be able to create an effective website that will meet your marketing goals.