Most websites do not lose enquiries because of one catastrophic mistake.
It is usually death by a thousand tiny inconveniences.
A confusing headline here. A hidden telephone number there. A painfully slow page. A form asking for somebody's life story.
Individually, none looks disastrous.
Together, they give a potential customer plenty of opportunities to leave.
Making visitors work out what you do
Your homepage isn't an industry awards entry.
Clarity beats cleverness.
Within the first few seconds, somebody should have a reasonable idea of:
- what you do
- who it is for
- why they should care.
You can still have personality.
Just don't make the visitor solve a riddle first.
Designing everything around the homepage
Potential customers often enter through service pages, articles, case studies or local search results.
Treat each important page as a potential first impression.
It should provide context and a logical next step without requiring somebody to return to the homepage.
Talking almost entirely about yourself
“We were founded…”
“We believe…”
“Our mission…”
Fine.
But your customer arrived because they have a problem.
Successful copy connects your expertise to their situation rather than simply documenting the history of the company.
Hiding useful information
Some websites become so determined to generate a lead that they refuse to explain anything until somebody contacts them.
That can backfire.
Modern buyers research independently.
Give them useful information.
You can still encourage a conversation for project-specific advice.
Weak calls to action
If the visitor finishes a page and thinks “right… now what?”, the page hasn't finished its job.
Create a clear next step.
That may be an enquiry, consultation, demonstration, case study or another relevant service.
Mobile as an afterthought
A beautiful desktop layout is irrelevant if the mobile version has tiny buttons, awkward forms and headings occupying the entire screen.
Design for actual use.
Slow pages full of unnecessary effects
Animation can make a website feel polished.
It can also make visitors wait while twelve things elegantly float into position.
Use effects because they improve the experience, not because the software has an animation menu.
No proof
Potential customers are taking a risk when they choose a supplier.
Reduce it.
Show them work, outcomes and evidence of experience.
Generic stock imagery
There is nothing inherently wrong with stock photography.
There is something slightly suspicious about every business apparently employing the same smiling man in a blue shirt.
Original photography, genuine projects, meaningful graphics and relevant imagery usually communicate far more.
Forgetting the actual commercial objective
A website is not successful because everyone in the office likes it.
Ask whether customers understand it.
Ask whether search engines can find it.
Ask whether people enquire.
Ask whether those enquiries turn into business.
Great design should support those outcomes.
That is where aesthetics become commercially useful.
Strategy. Creativity. Technology.
