There are various mistakes – carelessness that companies should urgently avoid when creating their website. And new considerations, new functions of the Internet always produce new sources of error. We clarify the currently most important ones and show ways to the website without errors.
Building a website: pitfalls in website design
Are you familiar with the term perception filter ? – It describes the fact that we do not process all information from our environment equally. We make selective choices based on our own experiences.
With all the effort that goes into websites, it is not surprising that such projects are also subject to the filter effect. Naturally, your own preferences come to the fore. Technical or legal requirements are unconsciously overlooked. Above all, the feelings or perspectives of others are not fully taken into account.
This is how errors creep in, which contradict the objective of a website.
Typical sources of error
1. Error source: LAYOUT
- Overloaded and confusing
Users of your website need a quick overview. Long searches or chaos ensure that the website is left quickly. This insight is often overlooked. Sometimes even on modern websites no contact details can be found.
A search engine also needs an overview and does not check an infinite number of links. Therefore, every page of a website should be no more than 3-4 clicks away from the start page.
Flat hierarchies and clearly structured, understandable main and submenus are the core of a meaningful page structure. Focus on really important content instead of producing random material that can’t be found. The fact is: only comparatively few pages ensure the majority of the reach. On the other hand, many pages are dispensable – also from the point of view of search engines.
- Hardly any text design
The text structure of a website can also be inviting or not. Continuous texts in long, uniform blocks deter readers, spoil the desire to read and can even seem overwhelming. In addition to a sensible text structure, you should therefore also choose short, self-contained sections with subheadings. Figures, lists or tables can also loosen things up.
2. Error source: CONTENT
- No benefit
If texts aren’t informative or don’t answer your readers’ questions, then even the most traffic is of no use. If the reader is not convinced of the expertise of a company, he will not take the next step and your conversion rate will remain in the basement.
If, on the other hand, your text knows the exact needs of the readers, then you not only do something for lead generation, but also improve your Google ranking. Because then the speech, the topic and the promise and your proposal for solving the problem will be right.
- too general
In order for a text to be really helpful, it should be based on the corresponding phase within the customer journey . Where is the reader in the buying process? What information does he need at this point? If you write content that is too general, there is a risk that a visitor will either be bored or overwhelmed. It is better if you have different texts for the different phases of the customer journey.
3. Source of error: TECHNOLOGY
- No mobile optimization
On many company websites, the proportion of people surfing on mobile devices is now well over 50 percent; Ascending trend. In the classic B2B context, however, the mobile view of the company homepage is often forgotten during the check.
A mobile optimization for company websites needs a mobile-friendly variant of the navigation, scalable photos and videos as well as layout adjustments. Responsive design has prevailed. This means that your site automatically recognizes which end device a visitor is using to access it. The content and structure of the website are then automatically adapted to the screen size of the smartphone or tablet .
- Privacy and security issues
In addition to filling your website, it is essential for a professional website to create the necessary framework in terms of security.
Since 2018, the GDPR has also regulated requirements for companies. For your website, this not only means that certain elements must comply with data protection regulations, but that you also have to provide information about data processing with regard to personal data in a data protection declaration.
4. Source of error: SEO / search engine optimization
- Lack of logic in the lyrics
One of the most common SEO mistakes is constant repetition, simple sentences and a lack of logic. Clearly structured texts, consisting of an introduction, a main part and a logical conclusion, can help.
In order to emphasize connections even more clearly, it can make sense to explicitly emphasize important statements in separate sentences.
- No structural structure of the content
Not enough site operators know that they are sending important signals to Google and users with their own links. About which pages are particularly important on a certain topic.
You should plan your internal link structure accordingly and ensure that each individual article contains links to the most important pillar pages and landing pages.
5. Error source USER EXPERIENCE
- No call to action
When you write texts, you certainly also aim to activate the reader to take action. But how is that supposed to happen if you don’t take the visitor by the hand and show them the next step? A call-to-action (CTA) is a crucial tool that decides a conversion. It must contain a clear call to action, while at the same time being convincing and appealing.
Also make sure that you generally use active language and express the urgency with your choice of words. But be careful: Don’t be too promotional under any circumstances, but always keep in mind that you are there to help your persona to solve a problem.
- No universal design
Universal (or universal) design is a holistic concept: products, systems, environments and websites should be able to be used by as many people as possible. This is important, because design can still lead to the exclusion of website visitors.
Accessibility and accessibility for all users of a website are not only important to reach all members of your target group. They will also become a legal requirement within the framework of EU directives by 2025.
A new approach through a new methodology
Designing your own website in such a way that all possible sources of error are eliminated is not a one-off task. It’s an ongoing process. This can also be explained by the fact that the basics of web design are not fixed, but are constantly evolving.
However, classic processes in web design complicate the ongoing control and development of websites. The traditional concept of creating and launching websites is too rigid to react quickly to developments.
Approaches that enable continuous improvement in the direction of an error-free website are therefore more promising. An approach such as Growth Driven Design is therefore recommended for your digital strategy. Concept and implementation must be consistent. They are among the core competencies of digital agencies.
Website errors are caused by limited perspectives, insufficient goals and insufficient reaction to current developments and requirements. Finding them requires know-how and a clear view.
One example are the changes that have already taken place in web design and the function of search engines in recent years. Nobody wants to read a series of keywords that ignore their own topics and questions. Under new SEO criteria you publish articles for people, for the visitors of your website and their needs.
Layout, structure of the website and strategic orientation are just as important as technical functionality and content.
Agile methods of web design are better able to meet the requirements than the classic launch. Growth-driven design develops elements of the website in sprints and allows quick adjustments and more comprehensive control.
Should you consider having your website built or are you planning a relaunch? Then it is worth paying attention to these important aspects.