Over the course of the last several years, we’ve witnessed the barriers to entry level for web design become much less of an obstacle for novices and small businesses on a budget.
CMS systems like WordPress, Joomla, and most recently Squarespace means you no longer need to be a guru website designer to build stunning, functional websites.
The net impact of this increase in website function has been a dramatic increase in website graphics and layout. Graphic artists and visual designers are able to build and experiment with their artistic prowess without the need for complex coding skills.
According to a leading Dallas SEO expert, the entire purpose of a website’s existence is to convert visitors. You aren’t actually interested in a bold and beautiful website. You’re interested in having a high-converting site, and if you don’t pay close attention, the same editing that make your site look stunning can also dramatically lower your conversions.
1. Window Shopper’s Syndrome
As a web designer, you want to provide your customers an amazing and interactive browsing experience. You want to elicit an amazing response when users reach your home page and blow them away with amazing graphics and tons of options.
For the vast majority of companies, the website should be a comprehensive sales presentation, from pitch to close, not focused on user browsing experience.For major online retailers, the chances of any given customer buying a single product are relatively low. The chances of a vistor buying 2 out of 200 products are much greater. These large e-commerce companies can afford set up a nice window-shopping environment, because they aren’t trying to sell any single item in particular.
2. Too Many Features
Thanks to preset themes and one click installs, new websites are only one click away from going live.All you have to do most of the time is upload your own images and content.The days of highly complex flash websites and html websites that are loaded with useless features are over.
3. Extra Large Images
Images are a huge part of most web designs, and it’s no accident. Visitors today are all about visual media. Straight off the top of my head, I can name 50 different websites that generate massive revenues by simply re-posting images and videos from all over the internet and social media sites.
4. Forgotten Copy
As I’ve mentioned before, your copy is your pitch, presentation, and close all set up to work in unison. People don’t just look at images, colors, and custom graphics and then decide to buy your product. The copy is the key to success.
If copywriting is an secondary in your design process, so are conversions,and that means you are in trouble when it comes to ROI. Users should be able to quickly and easily figure who you are and what you’re sellingwithin moments of reaching your website.
As a human race, we usually implement our personal preferences and creative ideas into the web design process. While there’s absolutely nothing inherently wrong with this principle, if we don’t pay attention, we can lose sight of what our website’s ultimate purpose really is in the large scope of things.
You really want conversions for your website. You want a automated sales machine, not a useless piece of art. Your website can’t be your pet project and your salesman at the same time. Be willing to stay open minded and get feedback from real visitors, and never stop testing.