“A good website is built for its audience. You need to know your market and what they want from you."

It’s your virtual business card, and it’s at that point that they decide whether you’re worth doing business with or not.

“A good website is built for its audience. You need to know your market and what they want from you. And then you simply give them exactly what they are after,” says Catherine Gray of digital agency Studio None.

“You need to lead people on a journey. Give them a path to follow. Think about how you get them from the home page, to the info they’re after, to the contact page, to the phone call,” she adds.

Here Gray shares the three most common mistakes people make in designing their website.

Following a fad

Your website needs to be suited to your business and not full of shiny things just for the sake of it.

“Unfortunately sometimes people get caught up in the cool and forget what their purpose is. First and foremost it needs to be user friendly, and deliver relevant content and experiences for your target market. That’s how you will heed results,” Gray says.

Lack of strategy

Planning and strategy is essential in every area of your business, and it’s the same for your website.

“If there is a lack of thought behind what you’re doing, you run the risk of being irrelevant. It is the website’s job to take people on a defined journey. One that ultimately results in some action being taken by the customer,” warns Gray.

“A lack of strategy will often mean confusing navigation and bad content structure. Therefore that journey will be a lot less clear, and people are much less likely to follow the path,” she adds.

Not being SEO friendly

There are a number of simple things you can do to improve your ranking on Google.

“Organic search is possibly the number one thing to be mindful of when building a site, especially if it is for a service based business. You need to be where people are looking for you to be considered for their custom,” she says.

Gray suggests doing this by using as much text as possible, as opposed to images.

“This is mainly in things like the titles of your navigation, or the header statement on your homepage. Google will then ‘read’ this and rank you accordingly.”


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