8 Website Mistakes to Avoid

5 Dec

Need to improve CRO?

How can you ensure that your website is not just another space on the internet, but a high-converting asset that reflects the quality and integrity of your brand? (That’s CRO or Conversion Rate Optimisation for those who don’t know).

First step: ask the right questions

Who is walking into my digital 'store'? Pinpoint your audience and craft a web experience that speaks their language, addresses their specific needs, and solves their unique problems.
What does my website aim to achieve? Define clear objectives for your site—be it increasing sales, capturing leads, or elevating your brand story. Goals help guide design choices, so be sure you're clear on yours.
How will my audience discover my website? An unseen website is a silent one. Strategise on visibility, leveraging SEO, social media, or paid advertising to amplify your digital voice.
Who will be the caretaker of my website? A dynamic website reflects a dynamic business. Determine who will manage regular updates to ensure your site stays fresh and relevant.

Foundations sorted, time to check that you’re not falling into any of these classic website traps.

1. Confusing jargon vs. Clear brand messaging

Clear brand messaging is essential for a high-converting website. Too often, companies lose potential customers because their messaging is lost in blocks of content. Remember, your website's copy is about how you can solve your customers' problems.

Speak directly to your target audience's needs, desires, and challenges, guiding them toward a solution—that's you!

2. Missing out on calls to action (CTA)

Ah, the elusive Call to Action (CTA). A well-crafted CTA guides your visitors towards the action you want them to take. Whether it's 'Sign Up', 'Get Started', or 'Learn More', the CTA should be clear and precise. Overloading your site with multiple CTAs can confuse visitors. So, choose one primary CTA per page that is repeated at every logical opportunity. At most, you can get away with one or two secondary ones.

3. Overcrowded pages

You don't need to fill every pixel of your website with content and graphics. Space on your website is like space in your home; it needs to breathe. Make effective use of whitespace, keep crucial information "above the fold," and your navigation simple.

4. Mobile-optimisation is not optional

With over half of the website traffic now coming from mobile devices, a mobile-optimised design is imperative. Your website should look and function as well on a smartphone as it does on a desktop. Mobile first isn’t just a catchphrase.

5. Overlooking the favicon: Your digital signature

That tiny icon beside your website's title in the browser tab? That's a favicon. It adds a professional touch and helps brand recognition.

We recommend 16x16 pixels and remember to keep it aligned with your brand's colour scheme and design.

6. Not personalising your 404 page

What’s a 404 page? A page that site visitors are directed to if a link they click is invalid.

A custom 404 page keeps the user engaged even when they land on a non-existing page. Keep it on-brand and include a CTA that directs people back to the homepage or another page on your site.

7. Inaccessible contact information

A well-designed contact page with multiple ways to reach you can make a world of difference in generating leads. Place a 'Contact Us' button in your website navigation, preferably at the far right, so it's visible on every page.

8. Having an unsecured site

Today, site security is non-negotiable. If your website isn't secure, browsers like Google Chrome will flag it, causing visitors to lose trust in your brand. Ensure you have an SSL certificate for your website to ensure it's secure and trusted.

At Licorne, we create digital experiences that resonate with your clients and echo your business' core values. With us, you gain a partner that's invested in your growth, providing tailored, turnkey web solutions.

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