Here at Pumpkin, we’ve seen a lot of websites. More websites than most people should have to see in a lifetime, to be honest.
Some are awash with bells and whistles. Others are so sparse that you expect tumbleweed to roll across the screen at any moment.
Anyway, the fact is, there are lots of bad websites out there. Here are 10 common website mistakes, with some useful tips on how to avoid them.
1. Quick sale
When the first call to action is the equivalent of `Buy now!’, before the user has taken a breath, it’s an instant turn-off.
Most people see themselves as discerning buyers. They want to research and consider options before making a buying decision.
An early call to action should give users an opportunity to find out more information. Instead of hitting them face-on with a buying message, link to other website pages so that they can engage with you first.
2. Slow loaders
There are few things more annoying than a slow-loading website. We’re all impatient online. No one wants to twiddle their thumbs waiting for a page to load.
Even worse, Google punishes slow websites in the rankings. So, how quickly should website pages load?
- 0-2 seconds is ideal
- 3 seconds is just about OK
- Anything over 4 seconds is too slow
Are you wondering about your own website? You can test it through Page Speed Insights.
There are lots of reasons why websites load at a snail’s pace. The most common are large image files, poorly written code under the bonnet, and too many plugins and widgets.
There are other reasons, but we don’t want to blind you with science here. If you’re worried, get in touch and we’ll talk you through some easy solutions in plain English.
3. Clutter
Clutter is another common website problem although, in some ways, it’s understandable.
You start off with a clear message and great ideas on how it should be delivered. The website looks fabulous.
Then the business evolves and grows.
Over time, as new information and services are added to the website, it all goes horribly wrong. A clean, simple design turns into a frantic mess where everything competes for attention.
There are two solutions:
- 1. Prioritise. You don’t have to include everything. Focus on what the visitor needs to know
- 2. Start again with a new website, a future-proofed design which allows for growth.
While we’re on the subject of clutter…
4. Too much information
Online users have the attention span of a gnat. If you overload them with information, they will give up. It takes too much mental energy.
And besides, they’re busy. Website visitors want answers quickly.
Avoid exhausting them with great swathes of content. Instead, divide it into manageable chunks.
- Use short paragraphs and subheadings so users can scan the page
- Include bullet points
- Allow lots of white space
- Include plenty of images
5. The long and winding road to confusion
We’ve all experienced the long and winding road to confusion. It’s a website which makes it difficult to get to the desired destination.
This is the fault of poor navigation and unclear signposting. You click on a menu item, only to be faced with a multitude of options. You’re forced to read through every one of them. None appear to be relevant.
Where do you go next? The answer is simple. You go away and visit another website.
Generally, if it takes more than two clicks to buy a product, find information or book something, there’s a navigation problem. It’s free
6. Inaccessibility
Website accessibility problems are all over the place.
Aside from the ethical and fairness issues, this makes no commercial sense. Why would businesses want to make products and services unavailable to a large percentage of the population?
When you’re thinking about accessibility, look out for things such as:
- Colour contrast. Insufficient colour contrast is difficult for users with visual impairments
- Text alternatives (alt text) for images. They should accurately describe the graphics
- Video captions and audio transcriptions for those with hearing impairments, and because many people access content with the sound muted
- Screen reader compatibility for people with dyslexia and sight impairments
- Keyboard functionality so that users can navigate the site without using a mouse or touchpad
For more information about this, take a look at Gov.UK’s accessibility requirements for public sector websites and apps. It’s for public sector websites, although the information is also relevant for commercial businesses.
7. Cheap stock images
Visual content is the first thing people notice. It’s a chance to make a good first impression. Cheap stock images tell us that the business doesn’t care.
With some stock images, we’ve seen them hundreds of times before. At best, this demonstrates a lack of imagination and at worst, it looks a bit fishy. Why should we trust the information on the website?
There are two solutions.
The first is to pay for high-quality images through a reputable image library.
The second, better option is to invest in a brand photographer. They’re experts at conveying what users want to see — the warmth and humanity behind a brand.It’s slow to deliver
8. No SEO
Forgive us for stating the obvious, but the internet is an awfully big place.
Without SEO, websites have as much chance of getting found as a needle in a haystack made of needles.
Learning the basics of SEO is essential and, contrary to popular belief, it isn’t rocket science. We’ve written a basic guide, What is SEO?, which will help.
Bear in mind that it’s an ongoing thing. You can’t just make a few changes and expect floods of website visitors within a nanosecond. You’ll need to keep going with it.
9. Rubbish content
Images are important, and excellent design is essential. However, persuading people to buy products and services is down to a website’s written content.
Depressingly, rubbish content is everywhere. Spelling mistakes, glaring grammatical errors and unreadable walls of egotistical `we’-centred text…
We’ve all seen websites like this. The fact is, it’s notoriously hard to write about your value from a customer’s viewpoint. You can’t read the label of the jar you’re in.
The solution is to hire a website copywriter.
Yes, it costs money — and we’re biased because our own copywriter is writing this blog. But if your website content is turning people away, it’s worth calculating the true cost to your business.
10. Hidden contact details
You’d be amazed how many websites hide their contact details. Surely, making it easy for people to get in touch is a no-brainer.
Apparently, it isn’t.
There you are on a website, wanting to make an inquiry. But they’ve made it bewilderingly difficult. How far will you search before giving up?
Hidden contact details have a horrible effect on conversion rates. Less obviously, they affect SEO.
When potential customers search locally, Google needs your location. To assess the trustworthiness of your website, it matches the company details against other sources such as Google Business Listings and Yelp.
- Put the company name, address and phone number on your contact page
- Prominent calls to action should lead to a booking or contact page
- To make things easy for the user, include a phone number on every page
Speaking of which… Need some help with your website? If you’d like to get in touch with us at Pumpkin, phone 01489 590 092 or hit the big button.
