Despite the increase of more experimental web design and layouts, some design principles should still be followed when designing a webpage. Although it is important that your website be interesting and engaging, it also needs to be easily understood. To ensure your website is successful, we’ve devised a list of web design mistakes you should avoid:
No clear purpose
To ensure your audience doesn’t bounce from your web page, you need to immediately inform your audience of your purpose and value proposition. Without this information, you risk losing your user’s interest leading them to leave your website. The hero is the first aspect of your website your audience will see and it is important you highlight the important aspects of your business.
Poor stock or low-quality images
If you’re using stock imagery, it is recommended you pay for more premium images. Free stock imagery is not a reliable source and can be quite generic and uninspiring. Especially without any sort of editing. Paying for better quality images can ensure your imagery is relevant and aligns with your brand values. Imagery should also be of the highest quality.
Slow loading times are incredibly detrimental to UX and will cause your bounce rate to rise dramatically. Optimising your content for web and having less animated content can increase how quickly your website loads. According to Blue Corona, 47% of people expect a web page to load within two seconds or less. Therefore, it is essential your speed times are fast in order to lower your bounce rate.
Not mobile compatible
With the rise of consumer preference for browsing on a mobile device, it is essential your website is compatible with this format. More and more searches are conducted through mobile devices and if your website is not responsive, you risk losing a significant amount of traffic.
Over Complicated Design
In a competitive market, there is growing pressure to appear both on trend and unique within web design. However, we would stress that appearing too obscure can be off-putting to many customers. Although a more diverse font might make your company seem more interesting, it could decrease readability and your design would be pointless if your customers can not understand your contact.
Similarly, an overload of text and information can be overwhelming and cause your audience to bounce from your web page. Your website does not need widgets on every page in order to be relevant and engaging.
Leading on from this, clear headings can provide some clarity and structure to your web design. Not only this but including both H1/H2s demonstrates to google what each page of your website is better and improve your SEO.
Too simplistic and subtle
The opposite of our previous point is web design that is too simplistic and subtle. Navigation needs to be obvious in order for your audience to effectively arrive at their desired page. Menus headings should generally be at the top of your website and make it easier for your customers to see what is available on the whole of the website.
Call to Actions should be obvious and repeated throughout your web design. Without clear direction, your customers are less likely to convert. We’d suggest pairing bold buttons with white space backgrounds to highlight your CTAs.
Contact information is one of the most sought after aspects of a business. Contact information should be easily found, possibly in the header and the footer. It is very important for your business success that you are easily contactable.
Abbey Masterbatch is a great example of an efficient website that meets essential design principles. Their header is simple and includes the most important and relevant information. This includes their logo, a clearly structured menu, and contact information. As part of the hero, this is readily available for customers the moment they click on their website.
Ultimately, it is essential to find a balance between complex and simplistic. You need to remain engaging but not over complicated in order to keep your bounce rate down. According to Blue Corona, 52% of users admit that a bad website experience makes them less likely to engage with a company. Following our guide will help you avoid the mistakes that lead to poor website experiences.