Design is considered to be subjective but what that doesn’t take into consideration are the fundamental rules which formulate a good design. Extensive testing by usability experts such as Nielsen have proven that there are mistakes to be avoided for a good website. If you get the framework right then you are two thirds of the way there.
Not being clear with a marketing plan: finding a needle in a haystack, build it and they will come [insert cliche here]. Unfortunately there are many business owners out there who put all their focus on the website design and do not allocate any
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budget for online marketing strategies. A realistic website budget needs 80% for marketing and 20% for design. If you can’t afford the marketing go for a more basic website design, you may have the best looking site in the world but: if a tree falls in a forest and no one is around to hear does it make a noise?Ignoring design conventions: websites have developed with set conventions for layout; this has happened for a reason: it works. Focus your design time on branding and site structure; please don’t tinker with layout because you want to be a maverick. If you call a basket a shopping sled then you confuse users and when confused they are most likely to ditch. A user will not grant you with their precious time to figure out an unfamiliar navigation. Keep navigations at the top and left and call the elements by the common name.
I’m lost in this site: a good site navigation at any point will always tell you where you are, where you have been and where to go to next. Do not put barriers and obstacles in the way of a user, with intent to buy, as they need all the encouragement, not to ditch, you can give them. Use breadcrumbs, add a home link in the top left logo (this is a standard element) and use clear calls to action on every page. Guide your user through your site on a structured route that will lead them to conversion.
Impenetrable copy blocks: when reading on the web a user does not approach in the same manner as reading printed material; users scan copy on a screen looking for relevant snippets of information that they can pull out. Make it easier for a reader by adding a good descriptive headline, using subheadings and keep paragraphs in bite size chunks. A solid block of text is difficult to read and most users will simply not bother. Aim for lots of pull out sentences and concise information.
What does this site offer to me? Hit your user with your UVP and benefits when they land on your site, leave no room for error as to what it is you do. The first questions a viewer will ask is: what does this site do, who are they and what can they do for me? You must be able to answer this in six seconds or lose that potential customer and sale. Online users have short attention spans and if you cant answer their questions quickly and easily they won’t show any loyalty.
ShellShock UK the online marketing blog an essential read for SME’s if your website needs online marketing and SEO tips.