Common Website Mistakes

Whether you're using a web designer to build your site or doing it yourself, there are simple mistakes that most sites make.

Have a read through this top ten list and check them against your website. They're easy to fix and will make a fantastic difference to the usability of your website. But most of all, they'll help you make more sales or increase the number of enquiries from your site.

1. Avoid clutter. NEVER underestimate the value of 'white space' on a page. White space on a website makes it easier to see the message, the products and make a decision to actually buy something.
2. Avoid jargon, okay so some things are technical but don't resort to too much industry speak, your customers might not understand a word of it even if you do! Don't use acronyms without explaining their meaning and try to make your message clear.
3. Don't assume that everyone will understand what you've written. Where possible expand on your topic using descriptive words. I went to a meeting where someone talked about 'continuous stationery', I had no idea what he was talking about and I had to ask, he spent forty minutes of his presentation asking for leads into businesses who used continuous stationery. I asked who might use it and what it actually was and he told me that haulage companies use it for delivery notes and invoices, finally I understood his message and was able to refer him into several companies. I don't know his industry or his jargon and he forgot that. If I hadn't asked my questions he'd have missed the opportunity to talk to those companies.
4. Repeat the benefits, incentives and features of your product/service. It's like the advice given with public speaking or presentations. Tell them the main message at least three times - repetition builds reputation.
5. Break down text into headings, sub headings and brief paragraphs. Don't use too much concentrated text because your readers will just skim a page, not 'read it'.
6. Use relevant content, your website should do what it says on the tin.
7. Keep the format the same across the website, so that users know they're still on your site and recognise it when they visit you again.
8. Don't use clever words or talk down to your visitors they shouldn't have to pick up a dictionary to work out what you're saying to them. Know your audience. The same article wouldn't appear in The Times and The Sun newspapers, it would be rewritten to match the vocabulary and reading preferences of the target audience.
9. Check your spelling and grammar, it looks very unprofessional to your users if your text is badly written or your spelling is appalling.
10. Appeal to the visitor's emotions. I might like the rubber duck you're trying to sell me, but why do I want to buy it? Make me want to buy it by reminding me of the rubber duck I had in my bath as a child, or how much fun the rubber ducky can be. Play on my emotions and I'll buy your product.

Next week I'll be talking about page layout and how that will help your visitors to find what they want quickly and easily.



To read more articles on these subjects visit our main website for information on ecommerce websites.