While it’s true that websites help businesses gain traction in the online world, helping them attract target customers and increase their leads and sales, the truth is that not all websites have the ability to convert casual visitors into actual paying clients.
Several factors need to be considered when building a website that works. You can’t just build it because you want to. A website acts as a bridge, connecting you to the right customers and individuals who can contribute to your growth. It must, therefore, be an accurate representation of your brand and what you stand for as a company.
If you’re thinking of building a new website or revamping your old one, take note of qualities that might discourage audiences from exploring your site and contacting you:
(1) Sites that use the wrong fonts
Text fonts on your homepage and inner pages must vary in size, depending on the roles they play.
Header fonts should be bigger than fonts on the text body. They are the first words your readers notice upon entering your site. Sentences or phrases that are meant to emphasise key ideas, or call the attention of readers, should be emboldened, italicised or placed inside quotation marks to facilitate ease of reading.
If your fonts are too big or too small in the wrong sections, they may discourage your target customers from reading further. Know what fonts to utilise at what sections and with due consideration for your theme or colour scheme. Consult with a design expert where necessary.
The right use of fonts on a web page evokes the right emotions.
(2) Unstructured websites
Ideally, on each web page, there must be one main header (h1) and several sub-headers (h2, h3, and so on). Some site owners or web developers, especially those who are conducting search engine optimisation campaigns, tend to go overboard with the content to win the favour of algorithms and crawlers.
Though your word count may exceed expectations, failure to respect proper structuring comes with several negative consequences. For one, no reader wants to read an extremely long paragraph on a website that does not sell fictional stories. Using sub-headers and limiting paragraphs to, at most, 5 sentences each, will declutter your website in no time.
Comprehensive content has its merit, but keep it organised and structured for fast and easy reading. Moreover, lest we forget, in lieu of stuffing, go for natural keywords and keyword variations. Do not ruin your awesome structure with unnatural phrases, obviously meant for search engines.
(3) Websites with an unattractive colour scheme
Every business owner hoping to build or redesign a website should take colour psychology seriously. It has been proven time and time again that colours affect one’s perception. They are also the first thing your potential customers see the moment they land on your website.
Below are five sample colours and their corresponding perceptions, which you can use at your discretion:
Red. In business parlance, red symbolises “a call to action.” Military and police forces are usually on “red alert” when there is an impending threat to security. According to colour psychologists, red causes faster breathing and increased heart rates. Most people subconsciously equate this colour to blood or intense feelings.
Pink. Traditionally a feminine colour, the meanings associated with pink have changed over the years. However, its foremost perceptions include compassion, nurturing, love and romance. Individuals attest to its calming and relaxing aura.
Blue. Different shades of blue inspire different emotions. A darker shade, for instance, contributes to clear thinking for some people while others find the colour somewhat depressing. Light blue, on one hand, gives off a feeling of tranquillity and peace.
Yellow. If you are looking to build an attention-grabbing website, then be sure to use plenty of yellowish shades. Getting yourself noticed is what this colour excels at. Because it is bright and sunny, it gives a pleasant and accommodating vibe. One of the best colours for uplifting the mood.
Green. Several scientific studies have already proven the calming power of the colour green. How many times have you heard people telling you to stare at something green if you feel stressed? This claim has some water in it as the colour has indeed a relaxing effect. In fact, people who are set to appear on television shows are usually brought inside a green room before going on air.
Brand Representation
Remember that more than just a platform for engaging audiences and providing them with the right information, your website is an extension of your brand. It is your gateway as well as your digital home. How you present it to the world at large can be crucial to your long-term growth and future expansion. So do not hesitate to invest in web design and make sure not to become the kind of website customers avoid.
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