Stop Sabotaging Your Website with These 7 Mistakes
With over fifteen years’ experience in the digital field, I’ve witnessed an unsettling yet prevalent pattern: many companies and institutions invest hours and significant resources into their websites, only to see their potential fall short due to recurring, avoidable blunders. The question that arises is, why are these mishaps so commonplace and how do we break this repetitive cycle?
Here are the seven most commonly committed mistakes I’ve observed companies and institutions make when developing websites and how to avoid these missteps.
Mistake #1: Prioritizing Looks over Function: Make Your Website More than Just “Pretty”
Your website isn’t just a digital flyer or a pretty online shop. It’s a tool for engaging your online audience and marketing your products and services. But many people sabotage their own websites. The biggest mistake? They care more about how it looks than what it does. Sure, your website is nice to look at. But looks aren’t everything. Users want websites that are easy to use and allow them to attain their objectives as quickly as possible. It doesn’t matter how “pretty” and trendy your website is, if it frustrates users, you can expect for them to leave your site and never return.
Mistake #2: Making Decision Based on Feelings and Not Facts: Putting Data First to Know What Users Really Want
The next problem is data, or rather, ignoring it. Many business owners let their feelings guide them when deciding about their websites. But here’s the truth: your website is for your users, not you. If you want a site that users love, you need to use real data, not just what you like. Data will give you insight into what is working and what is not. Knowing what is working will help you make informed decisions on how to improve your website.
Mistake #3: Creating a Self-Centered Website: Turn the Focus on Servicing the Needs of Your Users
Your website is not about you or your company. Many websites seem too focused on themselves. They’re like a loud person saying “look at me!” all the time, instead of showing what they can do for the user. While it’s good to showcase your brand, don’t forget what your users want: solutions to their problems. The more you focus on serving the user, the easier it will become to create services and content they want because you will better understand their needs.
Mistake #4: Trusting Users Words Over Their Actions
Trust is important, but tricky. Businesses often believe what people say they will do, instead of watching what they really do. This can lead to a website that users find hard to use. Running usability tests can help you make a website that’s user-friendly. By watching their behavior as you have them complete certain tasks, you will gain keen insights into where they are running into problems that are negatively impacting their experience on your site, which is most likely costing you a lot of money.
Mistake #5: Neglecting Conversions from Your Web Strategy
Let’s talk about user-friendly again. Does your website actually “do” anything? Besides showing off your brand, it should also help your users and your business. From getting leads with forms to reaching out to users again with retargeted ads, your website should always work for you. If it is not serving a more functional purpose, you’ve wasted thousands of dollars and work hours on a basic website that is nothing more than an over-glamorized landing page with no real value.
Mistake #6: Thinking Your Website is Done
When building a website, a common mistake you might make is thinking that your website is finished once it’s built is a common mistake. The truth is, your website should never be “done.” It should keep changing and growing with your business, using user feedback and data to get better and better. This doesn’t mean that you have to pay for a new website redesign every few years. Focus on what you currently have and make it better.
Mistake #7: Forgetting the Big Picture
To wrap things up, if you’ve created your website without tying it into a larger digital strategy, you’ve stumbled into a pitfall. Your website isn’t an isolated entity and it cannot grow your brand by itself. It’s a critical part of your larger marketing plans and ought to be seamlessly integrated into your overarching digital strategy. By not doing so, you’re likely not harnessing the full potential of your website.
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