1. Lack of Mobile Optimization
Mobile optimization improves the user experience
That feeling when you open a website on a mobile phone and have to zoom here and there, trying to make sense of unreadable small texts and wrongly scaled images and titles. Mobile-optimized pages help users find the information they’re looking for and perform certain actions, making them more likely to contact or purchase your services/products. More than 50% of users browse the web on mobile devices, most of them on mobile phones. For my own clients, that figure is often up to 70-80%.
Search engine rankings can improve
The mobile version has priority in Google and therefore a mobile-optimized site is more likely to rank higher in search results, which increases traffic to the site. (Source: Google: Mobile-first indexing< /a>).
2. Typography and its correct use
You must have come across a website with a font that resembles grandma’s postcard handwriting?
Quite often you see websites where the text is almost impossible to read due to bad typography choices, or reading requires special concentration. If reading the text is difficult, the visitor swipes back and selects the website of the next service provider.
Too many fonts make the site look confusing and childish
A good font is easy to read and supports the company’s brand, i.e. the feeling that you want to convey. I personally use a maximum of three different fonts, the title font, the body font, and the accent font. I very rarely use the same font twice on the websites I design, and I often spend hours looking for suitable fonts.
Clear, easy-to-read and well-thought-out typography increases the credibility of the site and the brand
Correctly chosen typography support your company’s values and personality, which gives users a positive and professional first impression of your brand. For example, the fonts of a hairdresser’s website can be elegant and modern in style, while the fonts of a transport company can be clear and futuristic.
Well-chosen typography improves the site’s usability
When the text is easy to read and the contrast is sufficient, visitors spend longer on the site and do not find reading tiring. So take care that the font size is not too small, too thin and that it stands out from the background well. For example, white text on a black background is a big no-no in terms of user experience.
3. The logo takes up too much space in the side view
The logo gives the first impression of your company, so what kind of first impression do you want to give?
A logo that is too big steals space from the important content of the website, making the user experience frustrating, as the user has to scroll down to see the first (often most important) content of the page. Does the logo stand out well from the background color and is it high in quality or blurry? You shouldn’t cram too many different elements into the logo. If you want to add a slogan or professional title to the logo in addition to the company name, it is important that the smaller text is readable even on mobile devices.
A well-designed logo supports your brand’s values and visual appearance
What feelings do you want to convey to the website visitors? Does the logo design support those feelings? Think about what you want the website visitor to feel and take that into account in the logo design.
4. Too much text without paragraph breaks
Too long text without paragraph breaks makes reading difficult
Website visitor is scanning for important information on the pages, so it is worth sprinkling the most important points in the headings and subheadings. The absence of paragraphs can result in the visitor losing interest and concentration. A well-structured text with clear paragraph divisions and headings improves readability and is also a really important part of search engine visibility.
Keep paragraphs short and titles informative
Each paragraph should cover one theme or point of view. The title should tell what is discussed in the next paragraph and contain important and essential information for the reader. Lists are good and clarify the content, bringing out the most important things. The optimal amount of text in one paragraph is 50-75 words. Check out this word counter
Use photos or illustrations that support the website copy and spark interest
Website visitors do not read the content like a book, but often scan pages quickly to get an idea of the content and find the information they need. With carefully thought-out image selections, videos or illustrations, the reader’s interest can be maintained and guided towards a specific function.
Avoid centered text
Centered text impairs readability, and therefore it is good to keep centered text short, max. three lines long. Reading centered text is slow and increases eye strain because the lines are not aligned to the left and the reader has to focus to find the beginning of the lines. Perhaps you will notice the challenges of centered text as you read this paragraph! 😉
5. Too much text
Too long lines are simply hard to read
It is good to keep the line lenght short enough and to choose a suitable photo or illustration alongside the text that supports the story of the content and brings the text to life. The right composition of texts and visual elements makes a page, service or product visually more interesting and clear, when you can already know what it is about with the help of a photo. (Remember that most people scan the site with the help of titles, images, and videos and only then read the body text.)
6. Inconsistent buttons
Buttons are a key part of the usability and functionality of websites
Buttons help users navigate the site, perform actions and find the information they need. Unity is important in button design. So avoid making a mess of too many different designs, because the buttons are used to direct users to a certain function, such as reading more about a certain topic or getting in touch. With unified buttons, you create clarity and the user should know what happens when they are clicked.
The visual appearance of the button strengthens brand identity and reliability
The primary button often contains a brand color and is the button you primarily want the visitor to click. The secondary button often contains the brand color, but with a different design, e.g. borders or just a text link. The button should stand out clearly from its background and make sure that the contrast is right so that the text of the button stands out clearly.
Descriptive text helps the user find what they are looking for
The text of the button should clearly describe what happens when it is clicked. For example, “Send message” is better than just “Send”. Avoid too long texts. Short and direct actions like “Buy now”, “Read more” and “Register” are effective and easy to understand. Instead of a generic “Read more” text, you can also use language suitable for your brand, inventing personal descriptions, as long as they convey the right message.
The correct location of the buttons helps to achieve the main point of the website
Place the buttons so that they are easy to find and put them where users are likely to need them. For example, important CTA (Call to actions) buttons should be placed at the top of the page and at the bottom of the page. Think about what the main point of your website is, what you want the visitor to do (e.g. contact) and this should be reflected in the placement of the buttons.
7. Not enough white space
By using white space effectively, you can create a clear, beautiful and user-friendly website
White space is an important part of website design, the lack of it makes the website look oppressive and confusing. Proper use of white space improves readability, highlights important elements, improves user experience, adds aesthetics and can therefore improve conversions.
8. Use of low-quality or incorrect photos
Use high-quality images that support your brand’s message and maintain the atmosphere of your site
Do you notice the difference in the photos above, how one creates a warm atmosphere between the person and the dog, and the other is more distant? High-quality photos are a very large part of beautiful and functional websites, so the right kind of imagery is a very big part of the best possible end result. It is often recommended to use your own photos on the pages as much as possible, either with the help of a professional photographer or you can also get pretty good photos these days with a mobile phone, too.
Using stock images
Using stock images can be challenging because they easily create a distant and “plastic” atmosphere. Use stock images with consideration and pay attention to the consistency of the imagery. Do the pictures talk to each other or do their moods conflict? Avoid stock images that do not evoke emotions or support the topic in question. As a professional photographer, I know how to create a unified picture world for my clients with the help of stock photos, helping to create a connection with the website visitors.
Hire a professional photographer
The use of a professional photographer is always recommended. Whether it’s just a portrait of you or a larger photoshoot. I am also happy to give photography instructions and help in finding a suitable photographer.
Storytelling with photos
One picture says more than a thousand words. Correct, thoughtful use of photos evokes emotions and helps create a connection with users. Photos also increase credibility and reliability, for example, client photos next to their testimonials give a face behind the words, or team photos tell the story of your company.
9. No hierarchy
Without clear hierarchy, the visitor does not know where to go or what the website is about
The hierarchy of the website means that the various elements of the page (menu, colors, images, headings, texts, fonts, etc.) are designed in such a way that users can easily find the information they are looking for. A well-designed hierarchy improves user experience, navigation and content comprehensibility. So use headings, colors and layout to direct the user’s eye to the most important points.
Hierarchy can improve a site’s search engine visibility
Hierarchy is a big part of search engine optimization (SEO). Naming the menu items, pages and URLs clearly and using keywords to your advantage not only help the user, but also the search engines to understand what the site is about. Creating a hierarchy is definitely one of the most important and time-consuming aspects of high-quality and user-friendly websites. I always take search engines into account when building websites and I also offer a wider SEO service, read more SEO about my service and keywords.
10. Poor background photo use
Avoid restless images and choose calm, harmonious backgrounds
Background photos can at best be wonderful portals to a different world, at worst weaken readability and user experience significantly. A good background image does not compete with the content and the contrast is sufficient to guarantee the readability of the text. Simple background images without a lot of detail or bright colors make it easier to read the text. The contrast between the background image and the text is important. For example, light text on a light background or dark text on a dark background is difficult to read. Don’t put too much text on top of the background image, as it distracts from the photo, especially on mobile devices.
Remember mobile optimization!
Sometimes background photos and text do not fit neatly on mobile devices and may require cropping and positioning on mobile separately to guarantee the best result. This should be taken into account when choosing a suitable background image.
Do you want beautiful, user-friendly and search engine-optimized websites that tell your company’s story, speak to your ideal customers and can be found in the first places on Google? I’ll do all the abo and so much more! Send a message and let’s talk.
