Top 10 Website Design Mistakes That Affect Your SEO and Conversions
The design of your website contributes to the success of your business.
Your interface must first be functional and easy to use to keep your visitors on your site and push them to conversion. All of this, many of you know.
But what many forget is that design also impacts SEO. Visitors who stay on a site for a long time and a low bounce rate are positive signs for Google. Keywords or backlinks are not the only elements influencing your SEO …
1. Unreadable content
The content is the basis of your SEO. The EAT criteria Google require reliable content today from an expert source and non-authoritative proof in the middle.
Despite all your efforts to produce high-quality content, if it is unreadable you will get little commitment from your visitors.
The presentation is important, so avoid:
- Hard-to-read fonts
- Long paragraphs and long sentences
- Paragraphs wrote entirely in bold or italic
- Colours that reduce the readability of your text
The company Numara Software has unfortunately committed the first error. Their texts were difficult to read. When they decided to spend their 10 pt to 13 pt font they saw their conversions increase by 133%.
2. A bad choice of colour
Colours are full of meaning: they say a lot about your business and even influence users.
If you find that one of your CTAs is struggling to convert, try changing its colour.
For example, the CareLogger application changed the green colour of a button to red. This simple change increased conversions by 34%.
You can add functionality to your site by using scripts and add-ons to differentiate yourself from your competitors. But go sparingly.
By integrating too many CSS and JS elements you will significantly increase the loading time of the pages of your site. And you know how internet users are patient nowadays …
You will lose a lot of opportunities to convert your visitors and negatively impact your SEO.
4. Excessive use of images
To capture the attention of users and make reading a long text easier it is good to add images. But be careful not to overdo it.
Your images make your page heavier and have an impact on its loading time.
Moreover, web pages that have many graphics are never the best referenced, Google penalized the slowness of loading.
Also, pay attention to the format of your images, make the right choice between a JPG and a PNG. And if the GIF adds animation, and sometimes a touch of humour to your content, it is still a heavy file.
To illustrate your website or your blog posts you are tempted to use royalty free images from online bookstores. This choice is quite understandable because it saves you time in producing your content.
But have you noticed that some of these images are used through dozens or even hundreds of sites?
Internet users are now so exposed to these “stock” images that they end up ignoring them.
By customizing your illustrations you will make them more relevant to the topic on your web page and increase your conversions by 161%.
6. Coordinates not found
The coordinates are essential to your website so that your visitors can contact you.
Your address, phone number or at least your email should be easily accessible to help develop a sense of trust among your visitors and even improve your ranking in the search results.
7. Poor behaviour of pages 404
The 404 pages are harmful to the user experience and conversions. They make your visitors frustrated that they can not access the page they are looking for.
To prevent users from leaving immediately, some improvements should be made on pages 404.
Make them attractive by playing humour, for example, and insert a call-to-action or link to your site’s homepage.
8. An infinite inappropriate scroll
The infinite scroll is found on one-page sites and social networks. This type of navigation is adapted to deliver information called “subparagraphs” where the user does not necessarily end.
You understand that it is not necessarily wise to put an infinite scroll on your website.
In addition to drowning your visitors in the mass of information, this navigation is heavy and slow the loading of your site. In terms of SEO, you will also find it difficult to position yourself on different keywords.
So prefer a site structured in several pages: it will be easier to manage and you can develop a real SEO strategy.
9. Intrusive pop-ups
The use of pop-ups is controversial: some find them disturbing when consulting a site, others see in them a real opportunity to increase its conversions.
Internet users have a lot of trouble with advertisements that jump to their eyes, disturbing their reading.
Avoid pop-ups that take up space on the screen and favour more discreet boxes, in relation to the content of the page being consulted.
10. Web elements replaced by images
Images, when used properly can optimize your page. However, avoid at all costs to replace elements of web design (for example a button) or textual content by an image.
If you use this medium as a primary form of navigation, search engines will have a hard time understanding its meaning. Your SEO will inevitably take a hit …
This list of errors not to commit is not exhaustive. Other practices are of course to be avoided but by starting with these first tips, you can easily improve your conversion rate as well as your SEO.