MBN has drawn on an article by design consultant Lauren Nielson to flag up potentially disastrous online mistakes.
This was typical of many early websites: a basic platform that conveyed the minimum amount of information possible, set up because management thought they needed a website. Today customers expect a lot more, at the very least your unique value proposition, laid out in an engaging rather than simply informative way. Don’t let simplicity be mistaken for disinterest.
The unfinished argument
Presenting a unique value proposition requires a good argument and when it comes to websites, the structure is a key part of that argument. You need a claim (what you do best), a warrant (why the customer should pick you) and examples to back that up – real life case studies are a common example. These pages need to be clearly hyperlinked to each other, or possibly all on the same page, to make your argument convincing.
The wonder of ‘98
Windows 98 was undeniably a great leap forward in graphic design, 16 years ago. Unfortunately many websites don’t seem to have changed since then. You might argue that web design is not your business, but consumers will see a sloppy website as reflecting wider incompetence. Be particularly careful with graphics and images, consistent formatting, and professional text choices.
The road to nowhere
You may think you don’t fall into the above categories; you have a colourful website with great pictures of your recent community work and happy-looking customers. But can your website convert these good impressions into leads? Have contact details clearly listed, and each pages should be a call to action, leading to those contact details and hopefully another customer.
See Lauren Nielson’s original article here
With more homebuyers than ever before first checking online for mortgage information, it’s important brokers avoid making any online faux pas; if these common mistakes ring any bells, than it’s time to redesign your website.