Blog » 7 Ways Design Can Hamper Your Business
7 Ways Design Can Hamper Your Business
Is your website design supporting your business? I recently ran across a nifty articled titled, How to Spot and Avoid Web Copy that Kills Websites by Drag + Drop Design by Rick Sloboda, @WebCopyPlus. The article listed common mistakes made in the text of websites that makes the overall design less effective. It serves as a wake-up call for copywriters or anyone else trying their hand at writing copy. So did a newsletter from Amanda Gonzalez, @untangle, 5 web copy trends that belong firmly in 2010. Both these articles got me thinking.
It’s not just web copy that can hamper a business. The design of the website can mess you around, too. Design is a tricky thing - it can help but it can also hinder. While creativity is applauded, it's even more important to ensure your site is performing the way you need it to. Here are some of the more common mistakes I see and nothing you do with the content can save it.
1. Ugly
A website is a visual medium. If your website doesn’t look attractive, it’s not going to get much traffic. While you may be able to coax people to your home page, you won’t be able to keep them there if it looks cheap and ugly.
2. Image Problem
You need images on your website and you need good ones. Invest in good stock or even commission your own photography. There’s nothing more tired than looking at a website full of royalty free images. It’s one way to differentiate your business from the legions of people using the same free stock images.
3. Unused Features
If you’ve got a blog on your website, make sure you use it. If blogging has turned out to be more than you can manage, remove it. The same goes for news feeds, newsletters, video galleries and anything else requiring consistent updates. If you’re advertising your social media profiles, make sure you’re making regular updates. It’s just not impressive to visit a Facebook page with nothing on it. While your web designer may have convinced you to include them, you’re doing more harm than good if you have idle features on your website.
4. Usability Issues
If your visitors can’t figure out how to navigate your website or they can’t find your contact details, you’ve got a big problem. There’s absolutely nothing wrong with your information being presented in an obvious way. A clever design will ensure people can intuitively find their way around your website.
5. Music
I’ve said it before but I’ll say it again. Remove all auto music from your website. It universally drives people mad.
6. Flash
I know there are applications for Flash but they’re few and far between. Unless you have a very specific business reason to include Flash on your website, don’t be coaxed to put it on.
7. Designer Portfolio
Make sure the design of your website suits your business, not fills your designer’s dance card. Designers are creative people and like to explore new concepts and try new ideas. That’s great if what you need falls in line with the designer’s wish list for their own portfolio. Don’t feel obligated to do what they want. Remember, it’s your website and your business.
Moving towards Asset Based Marketing
A website is no longer an accessory to your business; it’s a vital marketing tool. When good design and good copy are both present, your website becomes an asset to your business attracting new leads and increasing your brand value. A design not suited to your organisation, however, can have the opposite effect and drive prospects away. Design and content go hand in hand. Make sure both of them support your business.
What website design mistakes have you noticed?
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Image Credit: kringamorphosis by shannonkringen, on Flickr
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Comments
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Rick -
You're so right - websites need to load fast and allow the visitor to move around quickly. I know I'm not inclined to wait around even if the content is good. It's a sign of the times and an indicator that website design needs to allow the viewer to easily find the content they're trying to get to.
James -
I understand your frustration but I think part of the necessity stems from the fact more and more people are moving to the internet to conduct business. While some of us have been working with the internet for a decade or more, new people are flooding into the market every day. With the advent of content marketing, it's becoming more important than ever to have quality content in all parts of your business, including your website. I think that's a good thing.
Thanks to both of you for stopping by and sharing your thoughts.Posted by Sarah Mitchell, 12/04/2011 3:16pm (1 year ago)
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Great points, Sarah! Another important design/development element is speed. Users like snappy websites because they can move freely, and focus on the content instead of the wait. Also, fast loading sites score points with search engines, like Google, which puts faster websites higher in the search results. Slower websites are starting to get left in the dust.
Posted by Rick Sloboda, 12/04/2011 8:40am (1 year ago)
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Hi Sarah,
This comment is a reflection on the two web articles to which you included links above. I read them both, then skipped the rest of your post (I'll come back and read it another time - promise!).
While they are both excellent articles, it bothers me that they are still necessary in 2011. We've had commercial websites since when - around 1994? - and Jakob Nielsen published the oft-quoted and re-hashed "How Users Read on the Web" in 1997. I know there's more to effective, persuasive web writing than the advice in Nielsen's paper, my point is that none of this stuff is new.
Is it an indictment of the web industry that our clients still need this kind of basic education after 15 years? Or is it that the people who really need the advice are never inclined to read or listen to it?Posted by James Bull, 12/04/2011 8:32am (1 year ago)
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You've made some really excellent points, Gary. I have a hard time reading grey on silver/silver on grey but I see it a lot. Also, small text is another big problem. I think with the ageing Baby Boomers still commanding a big part of discretionary spending, you wouldn't want to do anything to discourage them.
I was inspired by a chat we had to include the 'Usability Issues' point. I would encourage anyone to read your blog on usability for more information about how to make your website more effective: http://manwithnoblog.com/
Thanks for stopping by and lending valuable insight.Posted by Sarah Mitchell, 11/04/2011 8:57pm (1 year ago)
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The real key is to ensure that nothing and I mean nothing whatsoever gets in the way of people progressing through a website to the final destination. This is especially important for lead or sales generation.
To that end any navigation must be very clear, any links must be clearly links, any buttons must be like buttons. I should not have to think for even a second on what to do next, it should be intuitive.
You really have to get this flow to the goal of the site right or the site will fail.
This means also ensuring the text on the navigational elements are readable by ALL of your audience. Consider is the contrast on that menu item such that the menu button label is distinct and inviting. If its a little hazy, chances are I may not be bothered with it.Posted by Gary Barber, 11/04/2011 7:49pm (1 year ago)
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