Most Frequent Web Design Mistakes

It is great to see many of today’s Web sites conforming to well-known usability and design standards. Although we have made good headway in the last few years to implement these tried-and-true best practices, many important techniques are still being overlooked. Here’s my list of the top ten most commonly made Web design mistakes.

10.Content overload
A great photo is worth a 1000 words, not a great Web site! The volume of content on today’s site can seem overwhelming to its visitors. Edit, edit, edit! If your subject matter requires a lot of content, start by dividing the content with subtitles. This not only gives the site a cleaner look, but also guides visitors directly to their areas of interest. If this becomes a challenge, hire an editor.

9.Flash wiz-bang
The amount of useless animation I find on Web site home pages gives me a visual hangover. Beware of the lure of Flash animated intro movies. They often provide little content value and hold the visitor hostage. Just because you can make a flamingo dance across the screen, doesn’t mean you should.

8.Improper use of META tags
Meta Tags are the little snippets of hidden code that tell search engines your site’s title, purpose and the keywords you wish be to found under. Proper use of this technique helps drive traffic to your site so that it actually gets seen. Unfortunately, the methods for writing effective Meta Tags change frequently and most Web sites don’t update their Meta Tags. Too often, site owners exhaust their resources trying to increase site traffic when the wrong Meta Tags have been working against them all along.

7.Outdated content
How would you feel upon learning this article was written three years ago? Enough said.

6.No Site Map
Visitors don’t intuitively know where to look for information. Site maps give a frustrated and confused visitor relief by providing a road map of your site’s content, yet for most Web site designers it remains an afterthought. Add a site map to your main navigation or footer - your visitors will appreciate you for it. Search engines will too since it makes it easier for them to index your site’s content.

5.Don't hide treasure
Little by little designers are beginning to understand that ‘content is king’ – even on the Web. Unfortunately, loads of new content have begun to push key information and functionality further down the visitor’s click path. You may sell scuba gear but your visitor doesn’t want to go snorkeling around your Web cave looking for it. Bring the most critical information to the forefront by linking it from the home page or from multiple locations on your site. No content should ever be more than three clicks away, one click for critical information such as address and contact information.

4.No call to action
Ever heard the phrase, “Strike while the iron is hot!”? Imagine this: A visitor has found your site. They have read through the content. They know who you are, what you sell and want to do business with you, now what? The answer that is often missing is known as the Call to Action. This is the gentle nudge given to a visitor that suggests they take some sort of immediate action. For example, a Buy Now button at the bottom of a product page or a sentence at the end of a page of copy like “For more information on this subject, contact… .” You need to capitalize on the moment. If the iron cools, so will the visitor’s interest.

3.Lack of proper Home Page content
The home page is arguably the most important page on a Web site because it holds the sole responsibility of capturing the visitor’s attention before they go racing off, statistically 10 seconds. Many Web sites overlook the principles of good home page design. First, make sure you clearly state your purpose. The “who, what, where, when, how, and why”. This ‘intro copy’ is also one of the most important elements the search engines will use in determining your ranking, so make sure to pepper it with keywords you want to be found under. Secondly, you need to provide up-to-date content that changes frequently, like press releases and events. This will communicate to the visitor that your site and your company is active. Become a source of news, search engines love news! And better placement gives you an advantage over your competition.

2.Lets play "Find Our Phone Number"
Visitors go to Web sites seeking contact information. They know who you are, what you sell and want to do business with you. What they don’t know is how to find your phone number. Don’t create barriers to a sale. Display your key contact information proudly at the top or bottom of every screen. If you feel it might intrude on the design, simply link to it.

1.Visitor priorities put to the bottom of the list
The number one mistake made over and over in Web design lies in the approach. Too often, companies design their sites to satisfy their objectives, often overlooking the most important stakeholder - the visitor. Begin with outlining your potential visitor types and their priorities. Put yourself in their shoes and make sure you are meeting their needs, not just as a buyer, but a researcher and navigator. A site designed to satisfy visitors is one designed to succeed.