The internet is full of website design mistakes. From poor navigation to broken pages, even the biggest brands drop the ball sometimes. But for small businesses trying to make their mark online, avoiding common pitfalls is crucial.
After designing and developing hundreds of websites over the last decade, I've seen it all. I want to pull back the curtain on some of the most frequent errors businesses make when creating their website. Avoid these missteps, and you'll be well on your way to a site that converts visitors into leads and sales.
Many businesses create a website just to have an online presence. But throwing up a random assortment of pages won't get you far. Every element on your site should work towards a specific goal. Are you selling products directly through your site? Driving inbound leads? Booking appointments or reservations? Ranking for local searches?
Without a strategic focus, you'll end up with a generic website that doesn't actually help your business. Meet with stakeholders and identify your #1 goal before starting the design process. This allows you to optimize every page for that purpose.
A restaurant's primary goal is driving bookings. Their homepage, menus, photos, and contact page would all focus on converting visitors into diners. Secondary pages like "Our Story" and "Meet the Chef" support their booking focus with brand content.
We all have certain assumptions about our ideal customers. But unless your insights come from real data, you're designing your site blindly. Analyze your existing customer demographics before making decisions about site design and content.
Create buyer personas based on age, gender, location, interests, and other attributes. Figure out your potential customers' pain points and goals. Knowing exactly who you need to attract can transform your messaging and presentation.
A boutique learns most of their customers are working moms in their 30s and 40s looking for date night outfits. They tailor their homepage, photos, and voice to appeal to busy, fashionable women seeking effortless sophistication.
With so many content management systems and website builders out there, how do you choose? Consider these factors:
I always recommend custom WordPress or Webflow sites for small businesses looking for speed, control, and organic growth. But platforms like Wix and Squarespace offer simpler solutions depending on your needs. Avoid going for what's cheapest or trendiest - find what fits your goals best.
A small shop selling handmade crafts online chooses Shopify for its built-in e-commerce features. A professional consultant creates a custom WordPress site to establish thought leadership. A non-profit selects Wix for its easy updates.
Good web design takes time. Planning, wireframing, optimizing, testing, iterating - expect a process of a few weeks to even months for the best results. Yet many businesses try to DIY a site in a few days, which inevitably leads to mistakes.
Creating a site on a template makes the process faster, but also very restrictive. Work with a web designer who will thoughtfully build your brand from scratch. The upfront investment will pay dividends through higher conversions and organic growth.
A startup tries launching with a generic WordPress template to get a site up quickly. After struggling to get traction, they bring on a custom Webflow redesign that captures their unique brand and boosts conversions.
Your website will never rise to the top of Google without search engine optimization. Yet shockingly few businesses properly optimize their site for organic traffic and local searches.
Technical SEO like site structure, URL formatting, page speed, etc. gets built into the design process. Content SEO starts even earlier by picking strategic keywords and consistently optimizing copy. Don't wait until after launch - take an SEO-first approach for the best visibility.
A law firm works keyword research and metadata into their new site strategy. Their attorney bios target specific practice areas while their blog covers local legal issues. In 6 months after redesigning for SEO, their site climbs to page 1 of Google.
You only get one chance to make a first impression. But you also need to keep your site fresh and engaging for repeat visits. 31% of website visitors will stop returning to a site if the content doesn't change regularly.
Set reminders to review your site monthly or quarterly. Add new content, products, photos, and announcements. Keep up with design trends and best practices. Don't just set your site and forget it - a dynamic site will keep visitors coming back.
An e-commerce site changes product images and banners seasonally but rarely updates blogs or other content. A restaurant refreshes their menus and daily specials but their "About Us" stagnates. Regular updates to all areas of your site can boost engagement.
It's easy to see how even successful businesses sabotage their own websites every day. By avoiding common pitfalls like a poor strategy, dated design, neglected SEO, and stale content, you'll be primed for website success. What matters most is finding a web designer who asks the right questions to guide you to the best solutions. With the tips above, you can spot potential issues early and pivot to smart decisions that move your business forward.
The web is constantly evolving, but sound fundamentals still rule the day. Keep your customers at the center, have a clear roadmap, and invest in a high-quality website designed for results. Stay committed to regular reviews and improvements, and your site will become a true engine of growth. If you keep sight of your goals, create a website as dynamic as your business itself, and learn to avoid these frequent mistakes, you'll be ready to thrive online.
Copyright © Zach Sean Web Design
