Mistake #1 – Too complex
Mistake #2 – No clear call to action
As soon as someone visits your site, it needs to be as clear as possible what action you want them to take.
Make sure the call to action is easy to find and users understand what they need to do.
- Do you want them to call you? Give them a number to call.
- Do you want them to message you? Include a form.
- Do you want them to shop your store? Link to your products.
If you have a series of steps they need to take, make sure you walk them through the process in as few clicks as possible.
Mistake #3 – A hard-to-read website
Great typography can make a website easy to read, but making mistakes on a website can cost you visitors and money. Here are a few things to avoid:
- Text blocks that are too wide. Your text block should not be any wider than 700-800 pixels for optimum readability.
- Large chunks of copy. Break up your type into bite-sized chunks. A visitor should be able to understand the gist of your content by just reading headlines. Use images and graphics to also help break up your copy.
- Lack of contrast with your typography. Dark text should sit on light backgrounds and light text should sit on dark backgrounds. Headlines should feel visually different from the body copy. Try squinting to see if you see large areas of grey or if things feel visually distinct.
Mistake #5 – Too many PDFs
All too often we run across websites that have information a user needs but can only access by opening or downloading a pdf to get the information. If the content can be added as web content, then add it as web content.
- PDFs require an app to download.
- PDFs aren’t SEO friendly.
- PDFs aren’t mobile friendly.
You can offer a printable PDF as an option, but make sure the content is available as web content first. Exceptions may include legal documents or forms required to be available as downloads but that don’t add value to the site’s on-page content.