Website Design Mistakes


When you’re ready to design a website,
you’re going to have to make a lot of choices around what it looks like, how it
flows and how it converts. Today, we’re going to talk about the top 10 biggest
mistakes we make in website design and how to avoid them. So, throughout my career, I have seen a
lot of websites. Hundreds and hundreds and built hundreds of websites myself.
And I’ve seen some very specific mistakes that people make with their
websites. Especially as they start to iterate version 1, version 2, version 3.
Also these iterations also affect their ongoing find ability as well. So, today
we’re going to talk about the 10 biggest mistakes that business owners make in
designing their website. So, I’m going to give you my top 10 and we’re going to walk
through some of the reasons why these things happen. So, the first thing is you
move the logo. So, we read left to right. Okay? Left to right. So, reason the logo is
in that corner is because that’s where our eye starts. Our eye starts here. Right?
We rest. We read left to right. Don’t put the logo in the middle of the
page because your eyes like…”What is it? What are you doing right now?” There’s
a reason the logo is in the left corner. Then the phone number is all the way at
the end of the right corner. So, that I start on the logo and then I move all
the way across and then I see a big note. Big phone number. So, the number 2
mistake I see is hidden phone numbers. You know, a phone number should not be a
scavenger hunt on your homepage. Don’t make me work so hard to call you and
work with you. Make it super big. I like to think of it as big ass phone number
in the top right corner of your website. Don’t make me hunt for that guy. The next
biggest mistake is no call to action. No more than 3 things you could ever
ask of anyone on any page of your website. And even that I think is
generous. When you come to a website, you should be able to immediately see what’s
in it for me. Download this white paper. Schedule a findability review. Attend a
workshop. There’s only so many things that you can give them as calls to
action. So, be very very careful about what you ask of them. A confused mind
never buys. So, the more you confuse them, the harder it is for them to work for
you, with you. So, make sure you know what is
that call-to-action it’s going to be on every single page of your site.
Mine is schedule a findability review. Full stop. i want everyone to set up a findability
review so we can take a look under the hood of their website and see what’s
really going on. The next one is hidden social media. Your social media is hidden
in the footer and you have them world’s smallest social media icons in the
footer of the website. Now, last time I checked that was anti social media, not
social media. So, you want social media right where the phone number is at the
top. But don’t hide it, If it’s important to you, you need to put it where people
are going to subscribe, like it, follow it. Even subscribe to your blog. Very, very
important. Number 5 mistake, not responsive. Responsive is I can look at
the website on a smartphone this big and it looks great. I can look at it on an
iPad, it looks great. I cook it on a desktop and it looks great. Over 40% of
all traffic coming to Google is coming through mobile devices. Google is really
cracking down on this responsive website. Because so many people are pulling up
websites through their phones and think about your own habits, right? Either you
click on it through a Google search or you’re just going right to that website.
So, not having a knowable mobile responsive website is a big deal to
Google and it will prevent you from ranking under important keywords. Alright,
so here’s my fancy homepage. We’re going to take a look at some of the elements I
just covered. So, logo. Always in the left corner. Remember we read left to right.
Eur eye starts at the logo comes all the way over and rests right here.
The reason this spot is so incredibly important is because that’s where I
naturally pauses for rest. So, I want your phone number and I want your social
media icons right here. And a call to action if you’d like. You can have a call
to action here as well. Now, think about… This is what they call before you fold.
And then down here is below the fold. So, when someone comes to your website, a lot
of you probably have those big sweeping sliders. Usually it takes up about this
much and then there maybe there’s one, two, three… Maybe 4 different sliders
to come across here. Which is fine. But still as you see I haven’t scrolled down
yet. So this whole above the fold, below the
fold is an old newspaper concept. You hold up a paper. Before you unwrap it, you
have the top, you unfold it, there’s the bottom. Okay? Now, what’s interesting is
you get about 8 seconds for someone to come to this homepage to decide
whether they want to work with you, like you, subscribe to you, follow you. So, this
above the fold before they ever scroll is really your endgame here. Then we want
to add what we call personality indicator. A personality indicator is “Who
are you? How can we help?” This might be… For me, it’s going to be a CEO. A
marketing team leader. An individual entrepreneur. And maybe a meeting planner.
And by putting that who are you right there, you’re not going immediately into
what you sell, how you do, what you charge. You are actually making it about them
for a change. Now, another thing I see is a big mistake is you put a ton of logos
too quick in the conversation. Meaning, that you have logo, logo, logo, logo, logo, logo, logo. You’re filling up this whole bottom part with logos. You
know, be judicious about that. Because yes, people know you can put the logos right
here below the fold and those could be in light gray. Okay? So these could be the
logos. But do not just bombard me with logos. It’s so important. Now, these
sliders are super important because you can really manipulate these in a lot of
different ways. So, on my website, if you go, you’ll see that I have content here
and then I have my photo is here. There’s my photo nice here but you’ll see that
I’ve got that all this blank space here to have a message and then I have a call
to action right there. And that’s scheduled your findability
review. So, you want your call to action right there and this is what we call the
big promise. The big promise is you’re in the right place, we are the best at what
we do and here’s where you start. So, remember, I’ve done all this before I
even scroll down on your homepage. Remember 8 seconds you get before I
leave, before I bounce. So, you may have heard of bounce rate. A bounce rate means
that I come to the home page, I don’t get what I need and I leave. I don’t go
anywhere else on the website. So, it’s very important that we remember
this is about them and not about you. Don’t break with convention and make it
as easy as possible to tell your story and speak to them like you know them.
This is what real findable website design is all about. You can still put
your body copy down here for the search engines. Alright? There’s your copy for
them. But it has to really sell it fast and order for you to get the real
results from your next website update. So, keep that in mind is when we’re thinking
about problems and mistakes that people make. It’s usually because we’re in a
rush. So, the first thing I want you to think about is what is the timeline
you’ve chosen? Is that a real timeline? Or is it a fake timeline? So, if you’re
saying, “Oh, we got to get the new website done in 3 months.” Why? Is it something
where we need you have a big event coming, you have a big trade show, a new
product launch? I get that. But make sure you really understand once the website
is being seen and is really getting the traction then you start all over again
because as entrepreneurs and business marketing executives, we get bored easily.
And we want to be able to go back in and change this. But just the time when the
website is working is when we tend to go up and change it. Why do we do this? Did
we get bored/ We need a new logo? I can’t tell you how many logos I’ve made in my
career. I love a logo. But we want that consistency. That long term a connection
so that people start to recognize what they’re seeing here. Alright. Let’s get
back to our top 10 biggest mistakes with number 6 is itty bitty text. Got to
think about what’s the average age of the visitor on your website. I work with
executives marketing directors, CEOs. They’re usually over the age of 50. So,
you have to be mindful about the fact that the font needs to be readable and
large enough for your target audience. Don’t just pick something that’s like
eight point font. And then put it on a white text over an image. It’s going to be
very, very difficult. To read and it’s really a huge waste of very valuable
marketing real estate on your homepage. The next one is going to be bad
photography. Just say no to stock photography. I see you. Have you guys seen
that guy? She’s got.. She’s blonde with a ponytail.
She’s got a little head set on her head and she must be on millions of websites.
I’ve seen the same gal on so many different sites. My recommendation to do
is hire a good photographer. Think about how can I get the very best photos out
of for my website specifically. Make sure that you take good headshots of your
team. A great group shot in front of your building. Anything to make it look like,
you are you got it going on. This is the place you need to work with this place.
You need to hire this is a great place to work. Next one is color theory. If I
see navy blue white and black, one more time on a corporate website, I think I’m
going to get sick. Go to your 5-five competitors. Look at
their websites. Competitor one, competitor two. Competitor 3 and so on.
If they all have navy blue gray and white, don’t do that.
Do something completely different. Because if I’m going from competitor to
competitor to competitor, if you all look the same, then you are all the same. So, at
some point, you have to step up and say, “We’re not going to look like that
anymore.” We’re going to look friendly. We’re going to use bright colors. We’re going to be
maybe a little trendier as opposed to the stuffed, shirt, toy, jacket look on our
website. Remember your website is a direct
reflection of what it’s like to work with you. So, if you look boring, probably
are boring, okay? Alright. Number 9 is going to be
home. So, when you look at Google yourself, you’ll see that right inside of the home
page, there’s a home button. No one needs a home button anymore. Okay? You don’t
need it. People understand that they’re at the home page, you don’t need to tell
them to go home. Don’t give that valuable real estate to home, typically people
will click on the logo and they know the logo will take them home. So, speak
like you know them. Not just your standard home buttons. And then finally, I
want you to rethink navigation. Rethink navigation. Meaning, if every single buddy
everyone has About Us, Services, Testimonials and Contact Us. I want you
to think different. So, how could we say About Us differently?
Meet our team, Meet our expert team. A little bit better than About Us. How
about Services? You could say something along the lines of Meet Our Experts. Our Expert Process, Our Proven Strategy. Don’t use the word “services.” It’s just so
overused. So… And then of course Testimonials, maybe you call it rave
reviews. Standing ovations. Think outside the box around these words. Contact Us –boring. “Let’s Chat, Let’s Talk, Let’s Meet, Speak to an expert, Schedule a call.”
Contact Us is the worst call to action on the planet. So, when we’re thinking
about it, I don’t want to see any ad bitty text. Remember, keep in mind your
audience is a certain age. Make sure you’re using that font for them. Bad
photos, just stop using talk to stock photography. Hire a photographer to come
in and take good photos. Color theory. Check out your competitors
websites. Look at what they’re predominantly doing with their color
theory on their website. Do something completely different. So you stand out
from the pack. No homes. No homepage. No homes in your navigation. Don’t need a
home. Everyone knows how to get home when they click on the logo. And then finally,
rethink that navigation. About Us, Services, Testimonials, Contact Us is on
probably every single website on the internet. Unless they’ve come to one of
my programs. It’s boring. You’re making yourself look
like every other competitor in your space. Rethink how you talk about
services, how you talk about your team and ultimately how I would start that
very first virtual handshake. Would you like to chat? Would you like to talk?
Would you like to meet? Talk to an expert? Rethink how you are communicating when
they come to that website. Remember, you get 8 seconds to make a first
impression. Do it right and make it count. Whew! She’s bossy. Say, “Yes, I am.” I have a
lot of very specific ideas around what makes a good website. And I’ve also
worked with thousands of business owners and seen the mistake.
And hopefully my video today has given you a cheat sheet and all the things
you’re not going to do on your next website. Make sure to visit us at
findability.com. We have private coaching, retreats and speaking to
connect with your ideal online customer. Check it out.

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