As a web design marketing company, we have heard a great number of things regarding web design. Over the years, we have accumulated additional knowledge in web design and have also come across terrible advice. This short article will highlight the worst advice we have ever heard about web design.
In this day and age, very few companies can afford not to have a serious online presence and web design these days.
Here’s the worse advice we at Bird Digital have ever heard about web design:
1. Web design is a one-off expense
“Once it’s built, it’s finished.” This is a common misconception among senior level staff and perhaps the easiest way to get your company management out of this mindset is to ask them if they’d be happy to have left the business premises in the same condition since the company was formed.
Times change and so do customer expectations. Web development should be an ongoing, organic process which flows with the zeitgeist – neglecting this is a sure-fire way to get left behind.
A good and easy way to think if a website is to compare it to a business card. Sure, a great looking business card is a positive thing, however what use is it if you don’t hand it out? The same can be said for web design. A website requires constant marketing to ensure that it can be placed in front of the right people. This is why many people conduct short term and long-term marketing tactics such as SEO, email marketing or Pay Per Click.
2. Do what your competitor is doing
Let’s imagine one of your competitors is absolutely killing it online. While it can be tempting to copy their web design, you won’t do yourself any favours by simply mimicking their site – in fact, you’re more likely to lose respect among potential customers.
Instead, you should do research from multiple industries outside your own and consider implementing particular features or aesthetics from various different sources. Good web design is largely universal, so if something works in another industry, the chances are it will in yours too.
Copying another website can come across cheap and tacky. Not only that, duplicate content is seen as a bad thing in the eyes of search engines such as Google. Google favour original and engaging content. If a website cannot offer anything over a competitor, it gives Google no real reason to rank that website highly.
3. Forget everyone else!
As much as you should not copy competitors, it does not mean you should not watch what they are doing. Always keep an eye on your competitors, see what is working and what is not. Do not directly copy them, as you will not be able to overtake them employing their strategies. Instead, compile a list of successful tactics and use them to get an edge over the competition. If you are an E-Commerce store, make sure you price check and see what deals other websites are offering. Give your customers a reason to stay loyal, and give their customers a reason to leave.
4. Do it on the cheap
Competition on the internet is huge and developing a below-average website in a world of fantastic ones will likely cost you more money than not developing one at all. Budget accordingly and speak to a number of web development companies before choosing one that seems best-aligned with your company vision.
As a general rule of thumb, never choose a service based on price. If someone says they can give you the moon and stars for cheap, chances are they cannot. Web design is no exception and should not be seen as a cost. A cheap website will not generate the same return of investment in comparison to a more premium service. The ultimate goal of a website is to generate interest or revenue. Look at web design as the business investment it is. Do not sell your business short by hiring a cheap inexperienced developer, if you are serious about your business, it will only cost you more money in the long run.
5. SEO is everything
While nobody can deny that search engine optimisation is an important part of building your online presence, packing your site full of long-tail keywords won’t necessarily result in conversions. Your website must also be responsive, easy to use and fast in order to encourage sales.
Never focus on a single marketing strategy. As the old saying goes, do not put all your eggs in one basket. Focus on a well rounded tactical plan, which draws in traffic from various sources. A website needs to be user friendly, easy to use and fast.