I evaluate professional services websites on a daily basis, and each one has a unique set of problems and areas for improvement. But if I were to offer one piece of advice that applies to most websites I see, it would be this:
You know that feeling you get when you clear all of the junk out of your garage and start fresh? You can have that same feeling with your website if you just admit you don’t need all of the garbage.
Let’s take a look at two landing pages I found earlier this week when clicking around on Google Ads:
1. Too much going on:
2. Clean and Clear
It has been proven over and over again that the fewer elements you have on your website, the more likely it is a visitor will understand what they are supposed to do. If you want the visitor to contact you, for example, don’t bombard them with newsfeeds, widgets, in-your-face stock imagery, 25 navigation items, and 14 social media buttons. Instead, present a reasonable number of options in a clean and inviting way.
The next time you look at a competitor’s site and see a feature that you want on your own site, stop and ask what value it is really adding. Then ask yourself what distractions you can remove from your web pages that are taking away from your powerful messages.
For more on this topic, check out this post called Keep Your Website’s Navigation Simple.
What are your thoughts on simple vs. complex web design?