The BIGGEST Mistakes in Web Design

Posted on

  • email
  • twitter
  • facebook
  • share this

share this


There are many factors to keep in mind when designing a website. Sometimes in the vast scope of Web projects, however, some simple design mistakes inadvertently occur and may have a detrimental effect on website success. There are so many preventable errors that occur when creating new websites that listing them all would be impractical, but here are the design flaws seen over and over again on the Web.

Perhaps the single biggest mistake is designing around what is important to your company, and not what's important to your visitor. Too many websites have an air of self-righteousness, believing that readers want to read about ‘company goals’ and ‘organizational ethos’, but they couldn’t be more wrong. There are three basic needs that readers may be looking to satisfy when they arrive on a site: to be entertained, to be informed about a solution to a problem they have or to be engaged in a communal activity, such as sharing thoughts with other individuals with the same issue. In short, website visitors need problem resolution. Companies need to address the needs visitors had before arriving at the website.

Forcing Registration

Viewing a website is called “browsing” for a reason. When you enter a clothing store you wouldn’t expect to surrender your credit card details at the door before you've had a chance to look around. The Internet functions on the same principle. Unless it’s absolutely necessary for the functionality of your site (or you purposefully want to screen out most of your site's visitors), do not force visitors to submit their e-mail addresses or personal information early in the visit. Most people simply will not share this information until a site has proven that it contains valuable information.

Not Communicating Purpose

Company websites needs to explain their purpose, and fast. If viewers have to rack their brains to figure out what is being offered, the game is over. Make sure that your company name, slogan and introduction make its purpose immediately clear. Frequent offenders of this are often non-profit organizations with nice sounding names and slogans that say little about their purpose. A slogan such as ‘leading the way’ may be true, but leading the way in what? Don’t be afraid to say exactly what it is that you do or are offering your reader. If your company helps fight poverty in the third world then say so. ‘Leading the way in fighting poverty in the third world’ is much clearer than just ‘leading the way’.

Burying Important Features

Sometimes, in the effort to keep a website ‘clean’, an important feature might end up hidden, forcing the user to search for it (assuming they are even aware of it). Well-designed websites should consider making use of tip balloons that highlight key features and walk users through them, so users don’t get lost in the middle of a process. Since it can be complicated to develop complex, multi-step tool tips on your own, look for solutions that can help you create these features.

Unreadable Text

There is no point having a compelling slogan or clever idea if your visitors cannot read it (e.g. dark green text on a black background, or impossibly small font that require microscopes to read). The key here is simplicity. Make sure your text is in a readable font and in a size that most human beings can read unaided — read WM’s Design Principles for Master Developers (http://wsm.co/OPA7vg). Contrast is also something that sounds simple, yet is a mistake still seen on too many websites. Text drowning in a busy or non-contrasting background is an amateurish mistake that makes reading nearly impossible. And if a visitor cannot read your site’s content, then how can they be expected to buy what is being sold? Good sites make sure that the important text pops out and cannot be missed.

Many Technology Bells and Whistles

Many new websites fall into the trap of using new technology on their website, believing that bells and whistles should take precedence over everything else. This is a big mistake. Using flash graphics or gigantic JPEGs may look great on the designer’s monitor, but could frustrate readers if they have to wait for an image or animation to appear. Form over function is always a recipe for disaster. While it’s important for your site to exude modernity, don’t overdo it with cutting edge technology. Readers appreciate an easy to navigate site with simple, but functional graphics.

Dated Graphics

If your site has flashing fluorescent pink text on a custard yellow background, your average visitor time will be under a second, and there is a big chance they will leave your site with a migraine. Avoid harsh colors, flashing text and huge amounts of banners with conflicting colors and themes. Flashing text is an immediate giveaway that your site hasn’t been updated since the 90s, indicating that you aren’t relevant anymore. Use it at your own peril!

Failure to Target & Segment

Always make sure that your company’s website is designed around reaching its target audience segment. For instance, if your target market is older, you might consider designing the site with a larger font. Similarly, if your users are youngsters, digital compliancy such as an app for smartphones is a must. Adjustments to your company’s website to ensure it speaks the language of your audience will go a long way to increasing viewing time and ultimately sales.

No Call to Action

Whether the target of the website is to receive sign-ups, buy your product or receive information, you will need to have a clearly designed ‘call to action’. This is often in the form of a button that states the next process for the viewer such as ‘buy now’, ‘sign up today’ etc. However, a call to action can also be more subtle, for example, built into the text itself. Ideally there should be several different calls to action, each of which appeals to potential buyers at various stages of the sales cycle (often known as AIDA: Awareness, Intention, Desire, Action). There should be a call to action on every page of your site, always there to remind the reader the ultimate purpose of the website, giving your visitors a chance to convert at every opportunity.

Badge and Banner Clutter

Your company worked hard to win its awards and you’re right to be proud of them, but try to be selective about which ones you display on the home page. Websites with dozens of badges and awards looks cluttered, and can give the impression of trying too hard to impress. Emulate the leaders in your industry — are their home pages covered in every award or recognition they have ever received? Likely they are not. Your website, and company behind it, should speak for itself. There is plenty of room in the About Us section for boasting about accomplishments.

About the Author: Rafi Sweary is a co-founder of WalkMe.com, the world’s first interactive online guidance system, enabling organizations to overlay on-screen ‘Walk-Thrus’ into their websites or apps. These ‘Walk- Thrus’ assist end-users in quickly and easily finishing even the most complex tasks, thus, helping organizations fight the ‘gremlins’ that take their marketing efforts off-track.

Filed under: ,

 
     :: Try iContact for FREE for 30 Days! Sign up now at iContact.com ::


Login To Comment


Become a Member

Not already a part of our community? Sign up to participate in the discussion. It's free and quick.

Sign Up

12 comments

More1 09-06-2012 1:57 PM

It is frustrating to see a web page referring the user to another web page for registration, more info, etc. and click on the link and can't find the information you are looking for or to find it after minutes of searching.

Also the text color and size is important as well. That was a good tip about setting the text size for the age group of audience in mind.

MichelleC 09-06-2012 7:08 PM

Forgetting to take care of titles and description tags. This can results ugly snipets on search results.

Website Design Company 09-07-2012 8:30 AM

Rafi this is a fantastic article. I agree with it 100% Website visitors want a clear, well presented message on how a company can help them.

AnthonyM 09-07-2012 2:25 PM

Another HUGE mistake: don't put in automatic pop-ups on landing pages. You might think this was mainly a '90's problem, but the advent of overlays has resurrected this boo-boo--especially the landing page that pops up an overlay that cannot be closed. You might be paying for clicks, but I guaran-goddam-teeya you are paying more for lost conversions!

Suzanna 09-07-2012 4:28 PM

Excellent article! I also really really hate those pop-ups to subscribe to stuff... Sometimes they do it immediately when you enter the website, I didn't have even time to look around. I hate that. Let me at least read first. If I like it, I will subscribe. Often, when the pop-up shows quickly, I just leave all together... unless I am super interested in that particular article that I maybe found in google search.

WilliamH 09-08-2012 4:31 PM

I have a friend who is an artist.  I cannot convince her that her Flash site is hurting her business.  I've tried screenshots from IPADS and MACS but she says PC based work is too hard.  Oh Well.

GailH 09-15-2012 3:35 PM

Speaking from the 'elderly aisle', I find light print on dark backgrounds far harder to read than dark on light. I also find it very hard to read greyish print. I wish Mac would have an 'increase saturation' button. (*hint*)

JurijS 09-17-2012 11:44 AM

also in the realm of "don't do annoyances" - don;t add unwanted multimedia (audio or video) to pages where it's unexpected, either thru direct content or unsupervised 'ads'. Offer your visitor an option, their choice, to see or hear multimedia, but don't surprise them.

It's annoying and disconcerting to have forced multimedia - a mark of a 'trash' site.

latest of the 'Big' ones who now surprise you with unannounced multimedia is Yahoo, which I now avoid like the plague...

TonyM 09-17-2012 12:39 PM

Very good article guys!

TamalaH 01-01-2013 5:41 PM

Great article! A couple pet peeves of mine... don't make videos auto play. Please! And don't force me to view the mobile/responsive version on my mobile device. As a web developer, I actually like seeing the non-mobile version. :) Just lemme have the option to listen, view, etc.

replique montres 11-26-2013 10:30 PM

just when you thought email was dead !

I also believe email can provide a much more personalized experience for the reader therefore creating a more loyal relationship.  I am surprised how under utilized this  form of connection is,

cant wait for part 2

thanks

Web Desinging 11-25-2014 1:43 AM

nice article, i just read this articles. i have really impressed.

i thought, nowadays force on video in site it is better for website performance and  website looking.

Thanks for sharing your feedback! If your feedback doesn't appear right away, please be patient as it may take a few minutes to publish - or longer if the blogger is moderating comments.

Add to the discussion!

999 E Touhy Ave
Des Plaines, IL 60018

Toll Free: 1.800.817.1518
International: 1.773.628.2779
Fax: 1.773.272.0920
Email: info@websitemagazine.com

Facebook


Twitter