1. Forgetting who it's for
This sounds obvious, but it happens all the time.
You're tasked with delivering a new website. You may develop it in-house or work with an external agency, but it's very often your own CEO who has final sign-off. When your boss says, "I don't like it", it's difficult to push back and say, "I don't care!"
The fact is, the CEO isn't the audience. If you've done your planning, you'll know exactly who your ideal customer is. Sadly, in many corporate cultures, empowerment is often not the preferred route. Marketing managers need to be trusted to deliver the website by following tried and tested ROI techniques.
Being firm and clear about your target audience will hugely increase your website's effectiveness.
2. Poor writing
There's a popular misconception that anyone can write good copy. After all, we all write, right?
It's common for web copy to be written by someone unfamiliar with professional techniques. Like graphic design, it's often not given the respect it deserves. So the job's given to whoever has the time but the results are counter-productive.
Here's the thing. People don't read websites, they scan them. Web copy should be written in short, punchy statements. Make a point, then move on.
Whether you're a small business or a large corporation, it makes a huge difference if your website is well written.
3. Ignoring mobile
As you sit in front of your lovely desktop monitor, it's easy to forget that in 2024, around 58% of all web visitors are on mobile.
We're all familiar with using 'apps' and your website should feel like one. Cutting corners when it comes to responsive design is a mistake. Users will quickly disappear if your site doesn't work well on their phone.
Modern frameworks make it much easier to develop responsive, 'mobile-first' websites, but it's surprising how many still have fundamental errors. Get your mobile site right, it matters.
4. Huge file sizes
These days we're all familiar with super-fast internet. The average UK broadband download speed is over 73Mbps. Sounds a lot doesn't it?
However if you're complacent about image file sizes, it can all add up. When that gallery page has to load all those over-sized files before it displays fully, you're guaranteed to put your users off.
On the other hand, if you optimise your images fully, the result is a blindingly fast site, which gives a very positive experience.
Test your site in any modern browser that can emulate various download speeds. You'll quickly see where you need to improve.
5. Not using 'Alt' tags
Most current business websites are built on a content management system. Users can add images in a 'one-click' process quickly.
However, it's very easy to overlook the 'Alt tag'. This is the hidden text that pops up when you mouse-over. More importantly, it's what visually impaired users rely on when using screen-readers.
Without that text, Google will not look favourably on your pages. If you're hoping for good Search Engine Positioning (SEO) then don't skimp on the Alt tag!
These and other common mistakes all make a significant difference to your website's performance. As you're trying to compete in a crowded marketplace, it makes sense to avoid these pitfalls.