What your Ugly Website Says About Your Business
Over the last few months the staff at Aadly blog have been doing a lot of research, and boy, have we seen some ugly websites. I’ve been working in digital marketing for a few years now, and it still amazes me how many businesses don’t understand how crucial their website is to their success. Today, more people are likely to visit your site than your actual business location. Its more than a way to find you, it’s an integral part of your business. A website should be treated as such and considered in your overall business plan.
I often see many websites that are old, outdated, created in the early 2000’s at best. Both users and screens have evolved since, and many of these sites don’t do a good job to convey the businesses’ message. These sites aren’t very well thought out, don’t work properly and don’t perform the way they are supposed to. Your website says a lot about your business, and so does an outdated one. You want your customers to have positive interaction with your business, and if your site doesn’t deliver, neither does your brand.
A recent study (Small Business Consumer Expectations Report) revealed that almost 42% of consumers won’t make a purchase from a poorly designed website. And being a small business won’t help in this case, because when you are online, consumers don’t care where the product is coming from. In another study (Stanford Persuasive Technology Lab), 46% of people say that a website’s design is the number one criterion for discerning the credibility of a company.
“I Don’t Trust These Guys”
Some Poor Website Examples:
· Poor photos or fake “stock” photos of your business.
· Confusing descriptions
· Contact page not easy to find and lacks information
· Clear to find policies (shipping or return)
· Doesn’t adapt to screen size
· Slow to load
· 404 Pages (broken Links)
· Not mobile compatible (read below)
The main goal of your website is to clearly state what you do, why you are better than the competition, and how you prove this. You need to make it clear for the user what the site offers and what its capabilities are. A confusing website causes friction and can make it very difficult for you to convert visitors into paying customers.
Mobile traffic has surpassed desktop traffic at 56% of all total traffic based on this report. With more users now surfing the web from a mobile device, you website needs to cater to mobile users more than desktop. Mobile design is not a small version of your website, but a version that was built with the mobile user in mind. A user holding his phone and scrolling on a touch screen, often only with one finger or thumb. Buttons should be big enough, and text edited to the bare minimum.
Every user may have a different idea of what he or she considers a “good” website, but by using good templates (or hiring a designer), thinking about usability and website goals, you can create a site that looks good and works well for users. When planning your website, think about the first impression you want your customers to perceive, your overall image, importance of information you display, and how the user will interact with a site to help ensure you create a well-designed and useful website.