5 Ways Your Website Design is Driving Customers Away

Posted by Jenna Britton

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Jan 9, 2018 4:21:43 PM

Your website presence is working for you 24 hours a day. Attracting people to your site is one thing, but keeping them there is another story.

If you are lacking a few key website design elements, they may be leaving your site before they figure out how your company can solve their problem.


1. Your Website isn’t Responsive

If your website isn’t mobile friendly, what is the point in even having one? More and more people are searching for products and services on mobile phones. If it is difficult to make a purchase or find what they are looking for on your site, they will abandon ship and find another company. (Could be your competitor. Yikes!) 

Aside from a bad user experience, your site will lose out on organic rankings on Google. Google’s algorithm recognizes if a site is mobile friendly and has been for a few years now, since April of 2015, to be exact.


2. They Can’t Figure Out What You Can do for Them Immediately

What is in it for them? Clearly define the benefits of your product or service. If it is unclear, you won’t move the customer through the sales funnel.

Clearly define the benfits of your product or service.

Don’t let your website messaging be all about YOU and your company. Sell the benefits, not the features. It’s great you have more than 20 years of experience and won a bunch of awards, but what can you do for the customer? While these are great supporting facts, this isn’t the first thing I want to see when I get on a website. I want to know what’s in it for me and how your product or service can be the solution to my problem.

 

For example, I have shoulder pain, and I want a solution to make it better. I see this Facebook Post, and it seems like it could help me find a solution to my pain.

Facebook Ad For Shoulder Pain

 Remember: You must clarify your message so people will listen. Get rid of the fluff and clutter.


3. A Turtle is Faster than Your Website Speed

According to a study from Kissmetrics, 40% of people abandon a website that takes more than three seconds to load. Load times are important when it comes to website performance. Most consumers expect a website to load after a second or two.

There are ways you can monitor and improve your website’s load time. Google Analytics will help you analyze load times across devices and location. Google and Hubspot offer a Speed Testing tool to help check how your website is performing.

This tool will give you suggestions on how to improve, such as needing to optimize images on your site or compacting code to speed it up.


4. Poorly Written Content that is Difficult to Read

Be intentional with your writing and messaging. Think about the audience you are trying to reach, and speak in terms they can relate to. If your target audience is teenagers, you are not going to use highfalutin words they wouldn’t understand.

Be sure to use web friendly typefaces that are easy to read. Colors and graphics affect the readability as well. If you place white text on a neon yellow background, chances are you won’t be able to easily scan and digest it.

The size of headlines and body copy are factors to consider when thinking about the legibility of your content. Typically, the body copy shouldn’t be smaller than 14px, and for headlines I would use at least 24px. Stick to high contrast color combinations and serif or san serif fonts, and steer clear of ornamental or script fonts.

For example, you can see the difference in readability between color contrast. This is a bit dramatic, but you get the point.

Blog-example-of-readability-.png


5. Complicated Navigation

Nothing is more frustrating when you come upon a website where you can’t find what you are looking for. It starts to feel like an endless loop of content because of poor design structure and navigation options

Think of your website as if you were a customer coming to it and had never seen it before. Now start organizing it -- what is most important, and what is secondary and so forth. Don’t miss out on a customer opportunity because of a badly organized navigation bar.


Web Design Services in West Virginia | InnerAction Media 

If you fear you are driving away customers with a poor performing website, consider bringing in the experts. InnerAction Media is here to guide you through the process of redesigning a website. Get started with a free website audit where will we take a look at four main aspects – Performance, SEO, Mobile Readiness and Security.

FREE WEBSITE AUDIT

Jenna Britton

Written by Jenna Britton

Jenna is a West Virginia University graduate with dual degrees in Graphic Design and Advertising. She specializes in print design and hand typography. Jenna previously worked on projects with clients such as the Pittsburgh Symphony Orchestra and Bruegger’s Bagels. Jenna also has global experience from completing an IMC study abroad program in China for a month. In her free time, she enjoys baking, going to the gym, and watching movies.

Topics: Website design, mobile friendly, website navigation, Website Development, website security