Is Your Web Design Killing Your Marketing?

Your most valuable digital business asset is your website. The ROI of your online marketing strategy depends on the quality of your visitor experience.

The bottom line of every marketing strategy is conversion. When a visitor lands on your website, you want him to take action: sign up for your email list, learn something that will aid a buying decision, click through to your advertisers, buy, donate, or join.

Web design can either help or hinder your efforts. Here are the most common ways web design might be killing your marketing.

Web design can either help or hinder your efforts. Here are the most common ways web design might be killing your marketing.


1. Your Website Isn’t Mobile Friendly

Decision-makers are researching buying decisions online—and if your website isn’t mobile friendly, they not even going to find you on search. If they do run across your website and it’s not mobile friendly, frustration will send 61% of your visitors racing to your competitors. A mobile-friendly responsive design improves your search rank and increases time spent on your site.

Not sure if your site is mobile friendly? Use the free and easy Google Mobile-Friendly Test tool to find out. Now’s the time to go mobile, but how? Check out this handy and comprehensive FREE guide to making your website mobile friendly.

Download: The Smart Marketer's Guide To Making Your Website Mobile Friendly


2. Your Color Choices are Inconsistent…or just plain wrong

Color is more important in buying decisions than you might imagine. Color influences how customers perceive and react to your brand. If your colors are sending the wrong message or if they’re different on every page of your website, you’re losing visitors and worse, damaging your brand.


3. Your Images are Boring

Everybody uses stock images, but they don’t have to look like a bad day in a cubicle farm.

Vince Vaughn and the cast of Unfinished Business posing for every generic stock photo ever.

Vince Vaughn and the cast of Unfinished Business posing for every generic stock photo ever.

Spice things up! Choose colorful concept images that relate to your topic and draw attention. Images take up a lot of page real estate, so make them count.


4. You Have a Case of Font Madness

Pick a nice font and stick with it. Don’t get fancy and don’t go crazy with a lot of different fonts. Sans-serif fonts, like Arial and Calibri, are easier to read on a screen. Make it a readable size (16 pt minimum) and ensure your kerning and line heights are properly adjusted so your site offers up even, readable spacing between letters and lines.


5. Your Site Lacks Information

Few things annoy web visitors more than a mystery homepage that offers no clue as to what your business is about. You have literally seconds to grab a visitor’s attention. Use that first impression to spotlight your value proposition. What makes your business stand out?


6. You’ve Hidden the Navigation

Do your customers have to hover over a symbol or scroll to the bottom of the page to find website sections? Why would you want to make your prospects work to find what they’re looking for? Ensure your navigation is clear and easy to find.


7. Your Landing Pages are Random

When users click a compelling call to action (CTA), they expect to find exactly what you promised to deliver. Your link should take them directly to the information they seek.


8. You’re a One-Page Wonder

When a visitor hits your site, they want more than a brochure. You need plenty of informational content to engage and enlighten your visitors. Don’t skimp on your site content—and remember: it’s about quality, not quantity, so ensure you have helpful, relevant, and well-written information.


9. You Cheaped Out

There are a lot of DIY point-and-click websites on the market. If you don’t have a budget and it’s your best option, go for it. If, on the other hand, you’re a thriving business just looking to save money on something you think “anybody” could just throw together, strongly consider how your website affects your long-term sales and marketing strategy.


Your website is an investment in your business—and it’s worth it. It’s the only front door to your business some consumers will ever see. To support your marketing efforts and earn those important conversions, ensure your website is complete, attractive, and easy to navigate on any device.



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All You Can Eat Leads – Turn Your Website into a Sales Generating Buffet

All You Can Eat Leads – Turn Your Website into a Sales Generating BuffetWho doesn’t love a pristine buffet? All you can eat, hot and ready, just waiting for you to fill your plate and dig in.

Wouldn’t it be great if your leads were laid out in the same way: hot and ready to be served?

To ensure your buffet is always stocked with fresh leads, offer your visitors a tempting spread of content marketing.

Fill Your Seats
Filling seats in a restaurant is much like driving traffic to your website using inbound marketing tactics. While you may not be able to showcase mouth-watering meals, you can offer up teasers for useful and helpful content to make your potential customers salivate. Target your marketing and social media offerings to match customer wants and needs, tempting them to walk in the door.

Hot, Fresh Content
Now that your potential customers are in the door, deliver what you promised. They’re looking for hot, fresh content. If your content is stale, cold and skimpy, visitors will bounce without even ordering an appetizer.

This means paying special attention to your landing pages. Marketing links are a promise with a specific focus. Don’t make them search for the content they came for, take your visitors right to a landing page designed to support your advertising. Make juicy, succulent linkbait the centerpiece of your buffet.

Set Out Lots of Tools
Any decent buffet will have plenty of tools for diners within reach: tongs, spoons, knives, and stations at each buffet table with dishes, eating implements, and napkins. On a webpage, your tools should be designed for convenience. Give your visitors a way to sign up and/or contact you on every page.

Always Offer Great Service
When you go out to eat, poor service can really suck the fun out of an evening. Poorly managed buffets let used plates fill up the table, offer few servers on the floor for beverages and other needs, and pay little attention to keeping the buffet trays full, attractive, and at the right temperature…which means they’re not responding to customer needs.

Too many leads just sit there, waiting for service. Customers, like diners, are impatient. If they have to wait, they’ll give their business to your competitor. Offer great service from the minute they arrive and throughout every stage of the Growth Cycle Marketing process.

All You Can Eat Leads – Turn Your Website into a Sales Generating BuffetThe Dessert Table
What’s a great dinner without a sweet ending? Your “desserts” offer up a little something extra. When your prospects come to your website looking for a simple meal, give them what you promised PLUS a delicious dessert…offer a discount, a special offer, or a free download. And all they have to do in return is provide an email address. What a deal!

Comment Cards
Leaving a comment card on the table allows diners to give their opinion. Show visitors and social media contacts you value their opinions by asking questions and discussing ideas. Customers love being part of the process. Give your customers the opportunity to weigh in without asking loaded questions that may get you in trouble on social media.

Mail Out Coupons
You want diners to come back again and again, so give them a reason. Keep in touch with email, newsletters, social media offers, direct mail, and other tailored marketing efforts. Beef lovers who rave about your roast beef won’t be able to resist your grilled peppercorn-crusted rib eye special. Keep those special offers comin’ to keep customers engaged…and hungry for new products.

While your business probably isn’t a buffet restaurant, your approach to your business marketing should be similar. Success requires tempting offers, satisfied customers, responsive web design, and stellar customer service. Turn your website into a delicious buffet and reap your just desserts—a steady funnel of hot, fresh leads.