You’ve successfully launched your business website, crossing a major milestone for your business. However, you notice visitors arrive on your website, then leave, which can feel like a major setback.
It is a common misconception that any website will just start making leads. In reality, visibility is only half the battle. When a website fails to generate leads, it often means your website design is not helping you; it’s actually hurting you.
At Succeeding Small, our Colorado Springs-based team prioritizes continuous education to stay ahead of an ever-changing digital world of web design. This commitment allows us to know which exact strategies drive results and which ones don’t, and this is what we’ve seen firsthand.
Keep reading to discover how to refine your online presence and turn passive browsers into active conversions.
Key Takeaways to Improve Your Website Design
The design of your website is most important to turning the casual visitor into a client.
To improve your website design, you must focus on essentials like: website speed, trust signals, brand voice, calls to action, website navigation, and mobile experience.
Let’s dive into each and explore why your website design might be killing your leads.
1. Your Website is Slow to Load
When your website is slow to load, it’s often the biggest barrier between your business and potential clients. In today’s age, people have short attention spans, so your site should load fast so visitors won’t abandon you for a competitor.
When it comes to your website, you want it loading within 3 seconds or less. To increase your website speed, you should:
- Use fewer animations, as they can bloat your page and slow down page performance.
- Compress images and videos to reduce file weight on your website.
- Update the website design, as the older design could be causing it to load slowly.
Improving your website speed can also improve your SEO performance, which is important for ranking. Check out GTMetrix or PageSpeed to see if your website passes the test.
2. No Clear Trust Signals
Your potential clients look for tangible proof of your expertise before committing. Consumers naturally gravitate towards businesses that demonstrate Experience, Expertise, Authority, and Trust (EEAT).
Incorporating trust signals into your web design lowers skepticism and strengthens clients’ confidence in your company.
Clear trust signals that should be displayed on your website are:
- Client testimonials so they can hear your success stories. Video testimonials are even more effective.
- Case studies to see the results of your work and to visually see how your business is the best for the job.
- Any industry-specific certifications and professional affiliations give you a seal of approval that you are certified in your field.
Having a website trust signal displayed on your site displays transparency and positions your business as the most reliable in solving their problem
3. No Clear Call To Action
The call to action (CTA) is the most critical element of your web design to drive leads. Without a clear, direct CTA, your potential clients have no way to directly interact with your business, often leading to site abandonment.
When creating your call to action, you should be thinking of these things:
- Start with an established goal of what desired action you want the visitor to take.
- Your CTA should be direct, clear, and stand out. Simple phrases like “Contact Us”, “Buy Now”, or “Learn More Here” are simple but effective phrases that get your potential clients taking action.
- Your primary CTA should be accessible at all times with a persistent placement in the navigation header to eliminate the need for scrolling.
By providing a clear action for your audience to take, you empower them to engage with your website with ease.
4. Generic Copy
Generic phrasing like, “We are experts in this field that is dedicated to solving your problem” lacks the intention needed to stand out in a crowded market.
When you have generic copy, you are interchangeable with competitors; you lose the opportunity to build a genuine connection with your audience.
To create a website that sounds like your business, you need to:
- Identify your business’s core identity. Reflect on your business brand values and personality.
- Then, craft a distinct brand voice that sounds like your business.
- Use “you” language in your writing to talk directly to your audience rather than just about your business.
Your website should reflect your values and unique personality.
5. Poor Website Navigation
A cluttered website layout with disjointed images and dense wall text only overwhelms and frustrates visitors. When a site features numerous tabs or hides contact information, it scares potential clients.
The user experience should be top of mind when creating an effective web design. A clean, organized website is most important in moving them along the consumer journey
An effective website navigation should:
- Ensure your contact information is seen at the end of your website.
- Showcase well-timed links to different parts of your website in case they want to find out more.
- Limit your primary navigation to around 5 core tabs and use submenus when adding additional resources.
Your website should have a scannable layout that will lead them to a conversion.
6. Bad Mobile Experience
Even the most visually stunning website loses its impact if it fails to perform on a mobile device.
In today’s digital world, 70% of digital time is spent on mobile devices, so when you don’t optimize for these devices, you risk losing a significant portion of your potential audience
To create a mobile-friendly website, you should:
- Create a website design that can automatically adjust to different screens.
- Check your website on your phone to see if it’s actually resizing for a mobile device.
- Make sure that your CTA is tappable for phones and can be navigated with thumbs in mind.
A mobile-friendly website should be high-quality and create a seamless experience across all platforms.
Get Leads With Great Website Design
Your website serves as the ultimate destination for all your marketing efforts and the foundation for turning potential customers into actual clients. When design, messaging, and functionality align, you create a seamless journey on your website.
At Succeeding Small, we know that a high-quality website is the most powerful tool for converting a curious browser into a client. If you have any questions on how to build an effective website, don’t hesitate to contact us today.
Common Questions on Web Design for Small Businesses
What is the 3 Second Rule for website design?
The 3-second rule for website design is that your website should load within 3 seconds of clicking. If it doesn’t, then it risks potential clients leaving your website.
When should I fix vs rebuild my website?
The current state of your website affects whether you will need to rebuild or fix your website. In general, if your website is 2-3 years old and made with a modern platform, you can go ahead and fix it. If your website is 4+ years old and not HTTP-compliant, then you should rebuild.
How do I make my website not sound generic?
Creating a brand voice is an effective way to make your business distinct from others. Additionally, you should use a you rather than I in your writing to speak directly to potential clients.
How to convert a website to be mobile-friendly?
Turning your website into a mobile-friendly website starts with your website design. It should be simple enough to resize for mobile devices automatically. Other ways to make it more mobile friendly is adjusting font size so it’s legible.
What is a CTA?
A call to action is a direct phrase that provokes a user into action. It usually consists of action verbs and is the last step in the consumer journey.
