Web Design Do's and Don'ts
You are ready to launch your business and you are ready to do it right. So, what is the first thing you need to be able to spread the word about your endeavor? You need a website! Furthermore, you need a website that is eye-catching and says all the things that will have your ideal client ready and willing to hire you on the spot.
So, what exactly do you need? Taking on the project of creating a website from scratch can be daunting--especially if you have never done it before. Well, let me ease your fears a little and give you some of the best advice: what your website DOES need and what it DOES NOT need. Check out these tips below and create a stunning website from the very beginning. One that converts your prospects into paying clients.
What Your Website Needs to Thrive
1. Your website needs beautiful, CLEAR images.
Be selective about the images for your website. Using stock photos is okay when you are just getting started, but ideally, your website should represent your best work. It should also showcase your OWN work when possible. The photos you choose should be high-resolution images that complement your brand and are relevant to your services.
To get started, create a Canva or Pinterest vision board and upload all of the images you are considering using. Once you see them all grouped together it will be much easier to spot the ones that stick out like sore thumbs. Maybe the lighting is different, or the colors don’t match your brand, or the style of the image messes up the overall flow of the rest.
Take the time to narrow down your selections first (outside of your web building platform) to save yourself hours during the design process.
A pro tip for headshots on a budget:
While I highly recommend a professional brand photoshoot, I am also realistic and understand that it is not always in the budget for a new business owner. So, If you need an alternative, try using portrait mode on an iPhone.
For the best results, have someone else take your picture in a bright, naturally lit area (think: outside in the shade, or in front of a big window). Avoid artificial light whenever possible, as this casts a yellow glow on your images that will be difficult to edit later.
2. Your website needs call-to-actions on every page.
Strategic web design guides your visitor on a journey through the most important pages of your website and ultimately brings them to your contact/booking page.
But you need to get in front of your audience as much as possible--not just on the booking page. Each page of your website should have at least one direct call-to-action button. These will prompt your visitor to stay on your website longer, which improves both your SEO and your conversion rate. Both are SUPER important when it comes to website traffic!
3. Your website needs an about page.
Your about page is the most visited page on your website aside from your home page. People want to get to know you and what you and your business stand for. This page is vital!
Potential clients want to begin getting to know and trust you before they commit to your services, so make sure your about page is warm and welcoming. Make the majority of your web copy on this page about THEM, and how you fit into their lives.
It is important to talk about yourself, but it is equally important to communicate how you will be helping your clients. The last thing you want is for a potential client to think you are only in this business to show off your credentials. They will want to know that your focus is on meeting their needs and that the work you do together will be tailored to them and their unique lifestyle.
4. Your website needs testimonials.
Sprinkling testimonials throughout your website will work wonders to bring your client in emotionally. Making that immediate emotional connection is gold! When a potential client can relate to your other clients, they will gain confidence in your abilities and feel more comfortable putting their trust in your services.
A pro tip on testimonials:
I do recommend proofreading your testimonials and editing them down into short 2-3 sentence quotes. Remove extra exclamation marks, typos, and irrelevant long-winded stories. A short, sweet anecdote is all your potential clients need to see to feel confident in your work.
5. Your website needs a lead magnet.
A lead magnet is a piece of content that is valuable to your ideal client that you give away for free in return for their email address. This could be a video tutorial, a checklist, a discount code, a resource library, etc.
Once you have your lead magnet added to your website, you can start emailing your leads on a regular basis (I recommend monthly). These emails are used to continue nurturing your potential clients with free, valuable tips and inspiration for their home and life. You can also use these newsletters to seamlessly promote your content and services.
If the idea of an email newsletter sounds overwhelming right now, don’t worry. Focus on creating your lead magnet. You want to start building your email list as early as possible. You can come back to creating your newsletter when you are ready. You will be so glad you implemented your lead magnet early on, because you will have a solid contact list when the time comes to introduce newsletters.
What to Avoid on Your Website
1. Blurry or dark images, and before photos
Your website is where you showcase your best work. Your potential clients already know what the “before” looks like. That is why they are looking for you in the first place! What they want to see is what magic you have worked in other people’s lives.
Save your before photos and behind-the-scenes documentation for your Instagram stories and blog posts--these are great places to show the process of working with you in a natural and informative way. Trust me, this will dramatically impact the quality of your website and your visitors will be more likely to convert to clients when you utilize bright, clean images.
2. Too much web copy.
Be clear and concise about what you do, how you do it, and the benefits your services bring to others. A sea of text is often skipped over entirely, and your visitor then misses out on making a connection with you in the short time they spend on your website.
If you are struggling with web copy, you can hire a copywriter or work with our team to make sure your web copy is just right for launch day.
A pro tip on web copy: Use headings and bolding to bring attention to certain sections of web copy.
3. Disorganized navigation
Organize your web pages so that your primary navigation is listed in the order you would want the visitor to travel through the pages. Create dropdown folders for pages that are not crucial to the primary navigation. Disorganized navigation can create confusion and overwhelm your website visitors, which may cause them to leave your site unsatisfied.
4. Too many fonts.
Speaking of overwhelming, make sure you stick to a maximum of 2-3 fonts for your brand. If you have specific fonts in your logo, use the same fonts on your website and throughout all of your branded marketing materials. This shows consistency and professionalism, which helps your audience recognize and trust you and your business.
5. Too many colors / colors that vaguely match.
Choose a palette of 4-6 colors for your brand. This usually includes 1-2 primary brand colors and 2-4 secondary colors. Get clear about your colors before you start building your website, and use them consistently throughout your brand. This means you should be using the exact hex codes every time (ex. #D1AC9E). This results in a cohesive design that spans your entire web presence as well as your printed materials.
Create a website you are proud of from the start!
It can seem like a daunting task, but making sure your online presence is handled well is crucial to the success of your growing business. At BK Branding Co. we work with many brands in home and lifestyle services to create websites that propel their companies forward. We hope these tips will help you as you approach your website design!
In over your head? Launching a successful business can have you wearing all the hats, but it doesn’t have to be that way. Schedule a consultation for your very own website design or check out our carefully curated templates.
