Your business’s website is the single most important component of your digital marketing strategy. It is often a potential customer’s first point of contact with your brand, and the impression it makes can make the difference between gaining a lead and losing valuable business. Compelling, high-value website content is vital, but web design is equally important. The look and design of your website make an impression in a viewer’s mind before they read a single word—this is why your web design needs to be sleek and up to date. Look for these indications that your site could use a redesign.
Inconsistent Look and Branding
Your website should create a unified visual impression across the various pages, incorporating similar colors, an eye-catching logo, and consistent visual elements. Too many competing elements can be overwhelming for visitors. Try to pare your color scheme down to one or two dominant colors that are reminiscent of your logo. Fonts used should be clear and consistent to create a sense of visual unity throughout the entire website. Try to simplify your brand message as much as possible and create a look that reinforces your brand.
New visitors will quickly lose patience if your website takes too long to load and is not easy to navigate. A simple navigation bar with a few clearly labeled options should be enough. Try comparing your site’s UX to that of successful websites for similar businesses to see how you can improve. Avoid auto-play videos, especially with audio, and focus on making your site as simple and welcoming for new users as possible. Also, be sure that your site performs well across all devices.
A site that features a newspaper-like layout with a lot of boxes and columns is unlikely to create a lasting impression in the minds of readers. Instead, consider a dynamic layout that incorporates plenty of negative space between elements and arranges them in an interesting way. Pay attention to the websites you find visually interesting; what is special about them? Make note of how successful sites use photos and other visual elements as part of an interesting layout.
Incompatible with All Browsers
Your website needs to look great and function well regardless of what browser the visitor is using to access it. Be sure to test your site so that it works across all browsers as well as all devices—Chrome, Safari, Firefox, and IE should all show the same display. If you are experiencing overlapping text, missing borders, and other issues, it is time to update your web design.
Lack of a Clear Target Audience
Your web design should be geared to reach your ideal target audience. Once you know the general statistics such as age, education, income, and other demographic information, you can reach them more effectively and tailor your site to fit their preferences. Having an audience in mind will help you focus your efforts as you create a new, more consistent website.