3. Design
Does your website design hinder the goal getting the visitor to take action?
Far too many websites fail in their primary goal: to encourage the visitor to read the your sales messages (including images) and lead them to take action.
Common problems with business website designs:
- Inappropriate font style and size
- Slow loading
- Too cluttered
- Difficult to navigate
- Poor contrast between text and background colours
- The use of text as image files (missing search engine indexes!)
- Generally unprofessional design
Your website is your digital shop front. If you run a traditional business, people will be visit your website before they ever meet you in person. First impressions count! If you have or are planning to have an online presence, your website design is your only chance to make a credible impression.
Websites that are slow loading, hard to read or look cluttered and unprofessional cause people to hit the back button and move on the next website. This will cost you money, especially if you paid for advertising to draw them to your website.
Your website design should be:
- Clean
- Professional
- Easy to read
- Easy to navigate
- Direct attention towards the key sales message
- Create a call to action
There is nothing wrong with getting creative and having a design that looks fantastic, as long as it is done in a way that is consistent with the primary purpose of the website, which for most business is to make money.
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