Is Your Website Design Costing You Leads?

January 6, 2018

in Webmaster Resources

Is your website costing you leads? Do you know? Are you sure?

If you have a website that was built more than three years ago, you are probably losing more leads than realize. Why? Because people are visual and not very patient in the wonderful world of technology and technology changes very quickly.

So if your website doesn’t have the latest design components, tools, and features, and it isn’t visually appealing and easy to understand and navigate, guess what? Your site visitors will automatically click away from your website and find another one that is.

Why Your Website Must Be Redesigned Every Few Years

Your website is a direct reflection of your company. It’s often the first thing your potential customers see and what they use to determine whether or not you are reputable and if your products and services are going to be of the quality and caliber they’re looking for.

You might have the best products in the industry, but if your website looks like something from the 90s or worse, then you are losing customers to your competition who understand this principle and use the most current technology to their advantage.

The Psychological Component Behind Any Given Website

The human brain is a roadmap that gives direction to everything we do. So how well your website taps into a person’s brain will determine whether or not your site is successful and an asset to your company rather than a liability.

Here are the psychological design features that directly influence how people will respond to your website.

1. Layout

Things to consider are the reading patterns of each page, white space and visual breaks, minimalist design, and how the content is organized.

2. Colors

Different colors evoke different emotions in the human brain. Therefore, if you’re not using the proper colors for your demographic and your particular goals, you could be doing more harm than good. For example, a building materials website that markets green building technologies should have a color scheme that utilizes green and other refreshing colors to reflect that.

3. Fonts

Using the proper fonts for your website is critical. The type of font you use will determine how your website is perceived and how easy it is to read. For example, Comic Sans is a childlike font that should not be used for business purposes.

4. Trust Builders

Each page should have a clear purpose. Your site should prominently show features that legitimize security protection through a third party, as well as easy-to-find contact information, etc.

5. Emotional Triggers

Using relevant images and emotion provoking content will touch the heart and encourage people to share. Display ratings and endorsements as social proof of your legitimacy and authority.

6. Behavior Control

This is achieved by offering consistency throughout your site, dictated by common sense. This includes navigation with the proper hierarchy, appropriate patterns and colors, and positive reinforcement to manipulate the brain into certain behaviors to prompt the user to take action and receive a reward.

How To Determine If Your Website Needs To Be Redesigned

Here are some of the red flags that could indicate your website is in critical need of a redesign.

  • If it has been longer than three years since your last redesign.
  • Your website isn’t mobile friendly. A majority of the population perform their web searches from a mobile device.
  • Corny or too-clever site names. This generally causes confusion.
  • Cluttered website layout and/or design. These make a website hard to read, understand, and navigate.
  • Nonsensical navigation. This confuses the visitor and makes it hard for them to find the information they need.
  • A visually unappealing or boring web design.
  • Pop-up ads that distract your visitors from what you ultimately want them to read or do.
  • Slow website loading times. People are impatient and don’t want to wait.
  • Fonts that are too small. The ideal font is 14 pt., anything smaller could be hard for some people to read.
  • Too much text. Big blocks of text are hard to read and should be broken up into smaller chunks that are sprinkled with pictures, graphics, and/or video.
  • Search functions that don’t work well. A search function won’t do your visitors any good if they can’t find what they’re looking for when using it.

What’s Next?

If your website has gone three years or more without being redesigned, it’s in your best interest to have it redesigned immediately! Your website is, for most of your visitors, the first impression they will have of your business. So if they see an outdated, visually unappealing, or hard-to-use website, they will have the impression that you can’t maintain a modern, professional looking website. This reflects poorly on your business and can lead prospective customers to assume that your products and/or services probably aren’t up-to-date either.

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