Website development projects can be the real version of Chutes and Ladders. Make all the right choices, you go up, up, up. Prospects find you in online searches. Your web copy converts visitors into leads. But the danger of a bad throw is always lurking in the background, ready to propel you down. As you glide, your business plans and growth opportunities soar with you.
When developing a website, it’s easy to mess up the user experience. This one mistake has real consequences for your B2B lead generation efforts and business growth plans. Those SEO visitors? Faded away. People who find you might get so frustrated with poor design that they quickly go looking for a competitor who offers your services.
Some user experience downfalls are obvious. Others are hidden unless web design is part of your job. That’s why we’re pulling back the curtain and sharing 13 common website development mistakes that impact user experience and scare away leads.
If any of the points below apply to your current website, it’s time to refresh it.
13 Ways a Bad User Experience Drives Away Leads
1. Overflowing creativity
Adding too many jaw-dropping videos and stunning graphics sacrifices clarity for creativity. Visitors think you have a nice website, but they can’t figure out what you’re doing. Remember, you want content that brings in leads — not just likes.
2. No recent updates
Yes, it’s superficial, but prospects judge you by your website. If he looks like he’s ready to party with Prince like it’s 1999, they won’t want to work with you.
3. The design is perfectly trendy
Trends are fleeting. By focusing on the latest trends, you’ll fall into the trap of having a website that looks outdated in no time.
4. You are not memorable
The carbon copy of your competitor’s website limits what your lead generation strategies can accomplish. Prospects will have a hard time distinguishing between you and other vendors. You won’t be memorable, and prospects won’t feel pressured to contact you when they browse your pages.
5. Content is all me, me, me
Prospects don’t want to read about you on your website. They want to know how their life will improve after working with you or buying one of your products.
6. Can’t Find Your Solution Pages in Main Menu
You might have a product or service that immediately solves a prospect’s problem. If they don’t see it in your main menu, it doesn’t exist.
Prospects aren’t going to click through to find your sitemap or hope to land on the right internal link. They will leave and move on to your competitors.
7. There is no search function
Denying lead finder functionality on your site is unnecessarily frustrating to visiting leads who want quick answers and shortcuts.
8. Pages don’t have enough content
Solution pages with a few hundred words, no videos, and bland graphics are a double-edged sword. First, they are unlikely to convert leads. Second, Google wants to send people to websites with rich and engaging content.
9. You overwhelm prospects with information
Filling pages with thousands of words isn’t your best bet either. Content walls intimidate readers and can negatively impact SEO.
10. Internal links are MIA or broken
Internal links help users navigate your site, improve SEO, and encourage visitors to spend more time exploring your content.
11. Prospects don’t know how to contact you
I’ve seen business websites with no contact pages. If your prospects don’t know how to reach you, how do you plan to attract new business?
12. Calls to action lack punch
Calls to action is about combining psychology, design, and a solid understanding of the customer’s buying cycle. You can’t rely on just 1 call to action. You want multiple compelling options on your site to reach prospects at every stage of their buying journey.
13. Mobile and computer share a design
More than half of all web traffic comes from mobile devices. Without a responsive design, mobile visitors will get the desktop version. They will experience slow loading speeds, poor navigation, and struggle to read small text on a small screen.
Need more advice? Contact KLA Group to learn more about our tested and transparent four-step process that delivers your site on time. Web design issues are preventable. Current problems can be solved.
Author Kendra Lee is CEO of KLA Group. Read more of Kendra Lee’s contributed blogs here.