3 Reasons Your Web Design Isn’t Working (And How To Fix It)
by Scott Foster
If you spent a lot of money on a flashy new website but it’s just not generating the leads you want, it’s time to re-evaluate your approach. There’s a lot more that goes into an effective website, and it goes way beyond aesthetics. From unnecessary distractions to cluttered web pages, there are many reasons why your web design isn’t working. Here, we tell you what may be the problem and how to fix it.
1. No Calls to Action
What is this exactly? Quite simply, a call to action is anything that prompts the user to find out more about your product. This could be a banner, a button, a link — anything that makes the user take the next step. If this is missing and users can’t figure out how to learn more, guess what? They’ll move on to the next guy who can fulfill their needs. Call to action is bundled up with related conversion opportunities such as landing pages and thank you pages. These three factors are all part of a clear conversion path for your readers that directs them where to go and presents additional opportunities for knowledge. Make sure you have big, bold action items to direct a user’s attention.
2. Low User Experience Satisfaction
If people don’t feel good about your site, they will move on. It’s as simple as that. Pinpointing what users like and feel comfortable with can be a tricky science, though. That’s where the importance of user experience (UX) comes in. Many companies employ UX designers to handle this very task. These professionals analyze how users feel about a website, factoring in anything from ease of navigation and value perception to efficiency and utility. One area in which your site could be deficient is the e-commerce portion. If customers find the checkout process unpleasant or difficult, you will lose them. The overall UX has to work on every level or you risk turning off your readers, which is the last thing you want to do. A good UX designer will have knowledge of visual design, content strategy, mobile integration, project management, information architecture, interaction design and copywriting, says Smashing Magazine.
3. Too Much or Too Little Contrast
Life is all about contrasts, and web sites are no different. Your brain registers subtle changes in contrast even if you don’t even realize it on a conscious level. Certain aspects of your web design can create these subtle differences to call attention to particular items, further drawing in the user to become connected on another level they may not be fully aware of. Contrast doesn’t have to jump off the screen. If you can balance subtlety and effectiveness in your contrast, you’ve got a winning combination. To draw the eye, you want less clutter and more white space around your most important calls to action. Color contrast is more important to some than others, such as in the case of color blind or visually impaired users, says Tech Republic. To improve responsiveness and accessibility, you’ll need to take a closer look at your color contrast. By cluttering important messages, you’re effectively doing the opposite of capturing the user’s interest. Too much going on? Say goodbye to your readers. From typography and size to white space and simplicity, balancing contrast is a key part of website design.