Are you Unknowingly Sabotaging your Brand Website?
No brand actively creates a terrible website. And yet …
Poor quality websites and weak brand messages are sabotaging success for so many brands, and many of them are unaware it’s even happening. If your website isn’t performing as well as you imagined it would – perhaps conversions are consistently low or bounce rate is high? – then perhaps you’re making one of the highly common mistakes we’re about to show you.
Each of the following mistakes will damage and hinder the success of your website and brand image, but each of them is easily fixable. Take a look through and see if any of these apply to your website; you might be surprised at just how much of a difference they can make:
Using poor quality, pixelated and distorted imagery on your brand website is a surefire way to turn any potential customers right off. It creates an unwanted perception that your brand is untrustworthy, cheap and downright clueless, which is never going to inspire anyone to take you seriously, much less buy anything from you. Your imagery is often what is going to sell your products and inspire your customers, so it needs to be crisp, professional and relevant. If you’re using photography make sure you get it professionally taken by someone who knows what they’re doing, and if you’re using illustrations or digitally-created imagery make sure it’s relevant to your overall brand image. You also need to consider image resolution and quality to ensure it looks good on any screen size once uploaded to your website or social channels.
Too Much Clutter
A cluttered brand landing page can send your website bounce rate soaring. If there’s too much going on, too many offerings and too many buttons, you can often end up confusing visitors and putting them off delving any deeper into your website. To avoid this reaction, keep your ‘above the fold’ calls-to-action limited to one or two key options, and keep your main navigation clean, minimal and direct. This way, users will know exactly what your brand is offering and how they can achieve what they want without having to think or search too much.
Badly Written Copy
You could have the best-designed logo and visual website in the world, but if the copy is terrible it will all go to waste. While it’s true that we humans are primarily visual beings, it’s important to also remember that the written copy is still the most ‘human’ element on any website. It is there to ensure that every visitor understands what your website is offering, and to help them make sense of the journey they need to make from landing on your site to making a purchase, signing up to a newsletter or making a call.
If you’re finding that your website is performing poorly, try running an audit of your copy. Is there too much copy, too little copy or lots of spelling mistakes? Does it make sense? Is it too vague or packed full of unnecessary jargon? Is it barely visible or written in an overly fancy font? All of these elements can sabotage your brand image and your website performance, so it’s worth double and triple-checking your copy.
Inconsistency kills brands. Following on, in part, from our point about poor quality copy, poor and inconsistent messaging will also dilute your brand and confuse customers. Firstly you need to check that your website copy and imagery is delivering the right message for your brand – is your use of language relevant? Is it targeting the right audience? Is it accurately describing what you need it to? Is it helping customers find their way through your site?
If you’re sure all these elements are correct as far as your website landing page is concerned, your next step is to ensure this tallies with all other customer touchpoints, both digital and non. Does your imagery, colour scheme and use of language on your website match up to that of your social media channels, advertising, stationery and email marketing? And what about your physical business premises, if you have one? If any one of these elements doesn’t match up with the others, your customers will start to question whether certain elements even belong to the same brand, which can damage your credibility and trustworthiness.
Poor User Experience
User experience is an essential consideration for any brand website, and one that so often falls by the wayside in favour of flashy designs and over-complicated content. Good user experience design basically ensures that all website users understand what they need to do in order to make a purchase or find the information they need. This is in tandem with ensuring users can actually achieve their desired outcome easily and enjoyably.
Achieving good user experience involves a number of elements. These include using clear, visible calls to action, a simple and self-explanatory navigation menu, clear and inspirational imagery, concise and persuasive copy, fast page-load speeds and responsive design across desktop and mobile, among many other things. Without these key elements your users will struggle to navigate your site and will most likely abandon all attempts to use it, therefore sabotaging your brand before you’ve even had chance to pitch your offerings properly.
Poor Mobile Experience
57% of internet users say they will not recommend a business with a poorly designed mobile website. That’s a huge chunk of essential ‘word of mouth’ brand marketing you’d be losing out on if you don’t ensure your website is responsive and fully mobile-friendly. This is less of an issue now than it was 5-10 years ago, as most web developers will ensure that new website designs are mobile-friendly as standard. However, if you have an older website that isn’t optimised for mobile users you should seriously consider a redesign. Any mobile users landing on your site who have to pinch and zoom, scroll and squint to use it certainly won’t be returning in a hurry, and nor will they be rating your brand as one worth investing in.
Not sure where to start with your brand website design or redesign? Get in touch with the expert web design and development team here at Design By Day on firstname.lastname@example.org; we’ll make sure nothing sabotages your brand success.