A website should have a clear brand image on every page – from the Homepage to the About Us page. It should instantly separate you from your competition. Here are a few ways that a website’s design can easily ruin a company’s brand and how to avoid common mistakes:
Your website lacks vision. Helen Keller once said, “The only thing worse than being blind is having sight, but no vision.” A website without vision is less likely to convert visitors into paying customers (or subscribers). Make sure you focus on the purpose of your website and why you want people to come. Remember, it’s not about what you want – think about the people who will be accessing your website – your new and existing customers.
Choose the right colors. The colors you choose play an integral role in your company’s brand identity. Color is powerful because it stirs up emotions and attracts people to your product or service. For instance, blue evokes trust and confidence; red is associated with passion and excitement, and brown exudes warmth and comfort. Choosing the wrong colors will not only water down your brand, it could have a negative impact on your conversions. In addition, make sure you choose colors that are easy-to-read and don’t use too many colors – it can be a distraction.
Your website is not mobile-friendly. Having a mobile-friendly website is no longer an option. According to experts, most U.S. web users will visit a website from a mobile device before visiting a Desktop version. It doesn’t matter how innovative your brand may appear on a PC or in print, if your website does not look great on a mobile device, people will not take your business seriously. Here are a few important things a mobile-friendly website should contain:
- Easy navigation
- Clear call-to-action link/button
- Link to the Desktop site
- Google Maps integration
- Newsletter/Email sign up
- Social Media icons
- Optimized images
- Scannable text
Low quality images. Consider hiring a professional photographer for your web photos and images. Avoid using cheap looking photos from free stock photography sites or photos taken from Google images. If you must use stock photography, make sure you use professional stock images that are modern and relevant to your industry. You can find quality, royalty-free stock images from websites like Shutterstock, iStockPhoto, Fotolia, Dreamstime, and etc.
Your web forms are too long. Have you ever tried filling out a long-winded registration form or contact information from a mobile device? It can be frustrating and time-consuming. Web forms should be short, sweet and to the point. Make it easy as possible for your visitors to fill out (include: name, email, phone number and a comment box).
Make your CAPTCHA letters readable. Don’t give anyone a reason to leave your website. If you use CAPTCHA on your website, make sure it is easy-to-read. It’s frustrating to have to keep retyping letters because it’s too complicated to read. This will cause a person to give up and never return.
We hope these tips are helpful. If you need help with perfecting your web presence, feel free to contact Wieting Design at: 203.259.8913