1. Ignoring Mobile Optimization
Mobile traffic accounts for greater than 60% of website visits and there are still a number of organizations that do not have a mobile-responsive site. A non-responsive site forces a user to awkwardly pinch, zoom and scroll through the content which often leads to higher bounce rates and lost sales. Likewise, Google employs mobile-first indexing as said above, if your site isn't functioning well for mobile a lot of the SEO ranking will suffer as well.
Some common mobile-optimizing challenges include:
- Static-width layouts that do not adapt to the variety of devices out there.
- Inadequately sized tap targets (buttons and links).
- Load time, especially with slower mobile connections, large images or videos may slow loading time.
These challenges can be resolved by:
- Using a responsive web design, there are frameworks designed for responsive web design like Bootstrap or Tailwind CSS.
- Testing your site on different devices equally to how you may use the internet, like on tablets or smaller screen smartphones.
- Optimizing your image files and videos, consider using next-gen image formats like WebP.
- Having a simple layout and made sure the user can get to the quick actions like "Buy Now" or "Contact Us" buttons as fast as possible.
In this competitive environment it is important to have a mobile optimized site, which should no longer be considered an "optional" item if looking to engage users and convert them to a lead.
2. Slow Loading Speed
Website speed is an important factor for SEO ranking but also enhances user experience. Studies have demonstrated that even on a 1 second delay can lower conversions by up to 7%, yet too many businesses ignore their performance optimization strategy having slow and frustrating websites.
What causes websites to load slow:
- Large un-optimized images.
- Too many plugins or large scripts.
- Bad hosting and slow server response time.
- Not caching or using a Content Delivery Network (CDN).
How to improve speed:
- Use tools such as TinyPNG or ImageOptim to compress images.
- Minify CSS, JavaScript, HTML.
- Save browser caching and lazy load images.
- Use a fast, reliable hosting provider.
- Use a CDN for quicker content serving to global audiences.
Fast websites keep visitors happy and rank better in search engines. A high performing website makes you look professional, encourages return visitors, and improves lead generation.
3. Complicated Hierarchy of Navigation
An extremely omnipresent possible way users depart from your website is confusion in the navigation structure of your site. If a user cannot find what they are looking for within a few seconds, they are most likely going to leave your site; more than likely, they will go to a competitor's site and get what they want there.
Common navigation mistakes include:
- Menu structures that are overly complicated with too many categories.
- Menus or navigation links that are hidden and need more than one click to access or find.
- Having navigation links in different areas per page of the website.
Best practices in navigation:
- Structure menus and navigation to be simple yet intuitive.
- Have navigation links with clear and finite labels, and avoid using industry jargon unless your audience is very technical.
- Have a search bar to give users quick access if they need it.
- Make sure the main navigation will appear in the same place on all pages of your website.
- Utilize breadcrumb navigation for deep content.
Focusing on your navigation structure will help with user experience (UX), SE0, and if done correctly can ensure that potential clients can find what they are looking for easily. A good menu structure can add to session time, decrease bounce rates, and lead to conversions.
4. Overcomplicating the Design
Many companies try to wow visitors by cramming their websites full of flashy animations, pop ups and expansive layouts. Well-executed creative design can certainly elevate branding, but you may lose customers to overly complicated website design that hurts usability and load times.
Some pitfalls of overly complex designs:
- Visitors lose focus on the primary call-to-action.
- Large files and animations create slower speeds.
- Others with vision impairments cannot easily access information.
How to simplify while still keeping it looking good:
- Focus on clean, minimalistic layouts with an obvious visual hierarchy.
- Limit font and color usage.
- Be creative with whitespace and give elements room to breathe.
- Make sure every design feature has a purpose.
A successful web design balances beauty and function. You want your website to be aesthetically pleasing, easy to navigate and converted. When in doubt, keep in mind that simple sells.
5. Leaving SEO Out of the Picture from the Beginning
Many businesses fail to realize that they do not want SEO to be an afterthought and implement it only after the website is built. Making this common mistake can often force costly redesigns and delays results.
Why you want to reason about SEO from day 1:
- Google rewards websites with good markup (HTML) and well-optimized content that includes relevant keywords.
- Thinking about SEO early in the development phase helps for the implementation of URLs, meta tags, and headings.
- It's easier to create an SEO-friendly website structure from the beginning than it is to fix it once the website has launched.
On-page SEO fundamentals:
- Use semantic HTML and proper heading tags (H1, H2, H3).
- Optimize Meta titles, and descriptions, and use alt tags for images.
- Include the keywords naturally in the content.
- Create an XML Sitemap and then submit this to search engines.
Businesses that make SEO a priority when developing their site see the signs of rankings much quicker, faster site traffic, and a greater return on investment compared to those businesses that consider SEO as a 'standalone project.'
6. Having Poor Security
Cyber threats are increasing, and small businesses are easy targets. If you don't secure your website you risk data breaches, and your brand's reputation.
Common security problems:
- No HTTPS.
- Weak passwords for admin accounts.
- An outdated CMS, plugins, or themes.
- No regular backups.
Ways to secure your website:
- Add an SSL certificate for encrypted connections.
- Always make sure your software is up to date.
- Use strong passwords and two-factor authentication.
- Have regular security scans.
- Make daily backups of your website to safe locations.
A secure website establishes customer trust and protects your business from financial loss. Maintaining your website security is no longer optional but a necessity.
7. Not Having Analytics Tracking in Place
You wouldn't run a brick and mortar store without watching customer behavior, and a website without analytics tracking is just like that; you have no idea what's working. Without insights, there is no telling what you could improve.
Why track it, though:
- Know where your visitors come from.
- Know which pages keep users engaged.
- Know the pages that drive users away and what needs to be fixed.
Tools that you can use:
- Google Analytics - for all of that traffic data.
- Google Search Console - for SEO oversight.
- Heat map tools - such as Hotjar and Crazy Egg - for a visual representation.
Tracking helps inform UX design, improves keywords, and drives conversion rates. It is always better to make decisions based on data, never based on guesswork.
