Investing in a website for your property is a pretty big deal. You’ve likely spent countless hours researching reputable designers, comparing pricing, and surfed the wide web for inspiration. Having finally landed on the “the one,” you trusted them to master the concepts of good web design and deliver a new website that provided a seamless user experience and stellar position in the SERPs. Sadly, as time went on, you may have realized that that shiny, new site was heavy on the glitz and glam but lacked the function.
Here are five of the most common website mistakes often made by designers that you will want to avoid in your web design process.
1. Mobile is not top of mind
With most web searches taking place via a mobile device, designing a website solely for desktop puts you at a major disadvantage. If your designer tries to convince you otherwise, run the other way–fast. Mobile search has become so common, in fact, that it has quickly become the “main experience channel” for users. As a result of these advancements, designers should now be designing websites for mobile-first and desktop second. Though this is not the easiest feat to accomplish due to the level of detail and attention required for specific elements, it will afford you lasting impacts if done correctly.
2. Not designing with security in mind
Website security is a top concern for many users and is commonly overlooked by designers in the design process. Security comes into play in your web application, web server setup, coding, and more. Without having the proper security, you’re putting your customers’ data and web data at risk. The good news is that certain web frameworks will automatically enable common defense tactics, and you can dodge other attacks through the web server configuration. When your website is in the design process, be sure to ask the designer/developer about the security considerations applied to your site. If you’re still not satisfied, you can either hire a web security specialist or perform a scan yourself upon completion. Several vulnerability web scanners are now available to help find vulnerabilities and holes in services that designers or developers may have missed.
3. Ignoring the visual hierarchy
Another common website design mistake that’s often made is underestimating the importance of visual hierarchy. Visual hierarchy involves the strategic placement of various web components according to their significance on your page and overall website. For information to present clearly on a page, you must adhere to certain design elements. This helps your visitors determine what’s most and least important on your web pages. For instance, elements like text headings, contact information, pages, etc., should be positioned uniquely to tell your website’s story. The layout should also promote engagement and longer durations on your site. By not considering the visual hierarchy, your users are not likely to be guided to your call-to-action, which will impact your conversions in the long run.
4. Missing call-to-actions
Do not get so attached to the end product that you miss what will ultimately prompt your prospects to take action. Many businesses offer beautiful, captivating websites but ultimately fail due to their nonexistent call-to-action mechanisms. You should incorporate call-to-action features throughout your website, including the homepage. This can be in the form of a button, pop-up, or another asset, but it must be present, straightforward, and visible. Then, the text that accompanies your call-to-action should be designed in a way that stands out from the remainder of your content.
5. Forgetting SEO
What good is a beautiful website if your prospects can’t find it? When SEO is not integrated early in the website design process, your rankings are guaranteed to tank. To ensure you’re noticed on the SERPs, your website’s features and functions must be able to accommodate increased conversions, enhanced SEO, a simplified user experience, minimal bounce rates, and scoring new traffic. Otherwise, you could experience costly, time-consuming consequences. Your designer should sufficiently communicate how their proposed site design aligns with your existing SEO plan. They need to talk through your overall objectives to create the most highly optimized end product. If this doesn’t happen, then your SEO adjustments may be left for you to resolve in the end.
Rentbot can help.
When designing websites for your multifamily property, you want someone you can trust with proven results. That’s where we come in. At Rentbot, we create turnkey websites for multifamily properties that are proven to attract visitors, convert leads into leases and retain tenants and minimize vacancies. Each mobile-friendly design offers a conversion-optimized layout, optional marketing boost, and built-in SEO package to elevate your organic search engine rankings. Rentbot sites also offer top-notch hosting and security with online rent payments, maintenance requests, applications, and deposits. And, to ensure you’re never left in the dark, you’ll receive full-service administrative support from a dedicated Rentbot professional who’s available to answer all of your questions or concerns. Are you ready to try a new Rentbot site for free? Get started now.
About the Author
Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising, and copywriting, she has helped many clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.