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Top 5 web design mistakes that are costing you big money

A little while ago, I was reading one of my favorite website magazines and caught myself doing what most web surfers do. I was reading an excerpt that had a "continue" link to read more. Well, I clicked on the link and was sent to a new page. However, I didn't see what I expected to see. Instead of a seeing the rest of the article, I saw a big, obnoxious ad for a related topic. I almost clicked the back button, but something told me to scroll down a bit. And, there it was! I almost missed it! I breathed a sigh of relief and continued to read the rest of the article. But, it dawned on me that this small error could have big consequences. So, I thought of a few more mistakes that I see day to day on the web. Here are the top 5:

#5 Too Ugly

Let's face it. An ugly website, no matter how functional it is, doesn't sell. How many times have you come to an ugly website and said, "ooh, I love the little clip art puppies running and dancing all over my page. I think I will purchase their over-priced carpet cleaner"? No. If your website looks like it was hit in the face with an ugly stick, trash it and get it re-designed so you can stand a possible chance someone might click on the "checkout" button. And, don't hire a family member, unless that is what they do for a living. Give yourself a fighting chance by putting your best "face" forward.

#4 Too busy

I love it when I'm on the phone with a client and they use the word "clean." It just makes my day, because I remember the time when all clients wanted on their websites was more: more Flash, more text, more information, more options, more mess! Busy websites don't convert as well as clean websites. Break the information down to the essentials. Show only two to three important pieces of information on a page. Think Mac, not BrandsMart USA. Your website is a place where people should feel calm and at ease.

#3 Too confused

A website that doesn't look and feel like its message can be harmful to conversions. If you are a musician, don't make your website look like you're an IT pro. If you are selling skin care products, don't make your website look like an all-night disco. Common sense just doesn't seem to be very common. If you're not sure, show your designed site to 10 different people. If they all get what you do, you're on the right track.

#2 Too aggressive

Okay. This one really annoys me. I've taken up some of my precious time to look at your site and read your content. I may, or may not be interested in what you're selling. But, suddenly, you've thrown a pop-up in front of me to ask if I need help. This isn't so bad. I may have actually needed assistance. But, for now, I close the window. However, as I go to the next page, I see your annoying sales message again. Remember, your web visitors are just that - visitors. They are your guests. Make them feel comfortable, not watched. Otherwise, you'll be turning your visitors into bouncers in seconds.

#1 Too passive

The other end of the spectrum is the worst mistake on the list. Unfortunately, it is the most common mistake I see on websites today. Too many websites fail to call their visitors to action. If you're selling a product, have a buy button that people can easily find. If you want people to call you, put your phone number where people can see it. Close the sale!

By: Brian Jardine, Creative Director, ALG