Imagine launching your website, expecting a flood of new clients, only to hear crickets. What went wrong? Unfortunately just because it’s built, doesn’t mean they will come. 

In the crowded digital world, your website stands as the gateway to your small business, embodying its essence, values, and offerings. As a Squarespace web designer dedicated to empowering small business owners, I really get why small businesses want to take the reins and build their own website. However, the path to a successful DIY website is fraught with potential missteps that can have a negative impact on your online presence. I have been building websites since 2018 and have identified some of key pitfalls in the DIY process.

In this latest blog post, my aim is to illuminate the road less travelled by mistakes and guide you toward creating a website that not only captivates but also converts, ensuring your digital footprint is as impactful as your business vision.

Mistake #1: Ignoring the Mobile Experience

With over half of global web traffic coming from mobile devices, neglecting the mobile experience can alienate a significant portion of your audience. Mobile users expect quick, easy navigation and fast loading times. If your website isn't optimised for mobile, you're likely to lose potential clients to competitors who have taken this into account.

Pro Tip: Always check your website on your mobile, to make sure it is easy to use, responsive and automatically adjusts to fit the screen size and resolution of any device. Regularly test your website's mobile performance. Simplify menus, compress images to reduce loading times, and make sure buttons and links are easy to tap. Avoid using images with text as it often becomes too hard to read on mobile devices.

Mistake #2: Overlooking SEO Basics

SEO, or Search Engine Optimisation, is critical for making your website visible to potential clients. Many DIYers focus solely on aesthetics and overlook SEO, making it difficult for search engines to crawl and index their site. This oversight can severely limit your website's visibility and organic reach.

Pro Tip: Incorporate keywords into your website's titles, headings, and content to improve your ranking in search results. Use alt tags for images, create a sitemap, and ensure your website has fast loading times. Platforms like Squarespace offer built-in SEO tools to help you optimise your site more effectively.

Mistake #3: Neglecting Website Speed

Website speed is a critical factor in user experience and SEO. A slow-loading website not only frustrates visitors but also negatively impacts your search engine rankings. High-resolution images and excessive use of scripts can all slow down your site. Large image sizes have a major impact on website load times.

Pro Tip: Optimise images before uploading them to your site, minimise the use of large files and label your images correctly using keywords (i.e. don’t have images that are labelled 1234.jpg) - images should be under 250KB. Regularly test your website's speed using tools like Google PageSpeed Insights and follow their recommendations for improvements.

Mistake #4: Cluttered Design and Navigation

A cluttered website design or confusing navigation can overwhelm visitors, making it hard for them to find the information they need. This can lead to a high bounce rate, as users may leave your site in frustration without engaging with your content or services. Too many pages that are not labelled correctly can potentially cause confusion.

Pro Tip: Keep your design clean and straightforward. Use clear, concise menus and ensure your site has a logical structure. White space should be used often! Each page should have a clear purpose and lead visitors towards a specific action, such as contacting you or making an appointment. Regularly review your website's layout from a new visitor's perspective to ensure it remains intuitive and user-friendly. Better yet, ask friends and family or your network to review your website and give you feedback.

Mistake #5: Missing Calls to Action

Calls to Action (CTAs) guide users towards the next steps you want them to take. Without clear CTAs, visitors may feel lost about how to proceed, reducing the chances of conversion. Whether it's contacting you for more information, signing up for a newsletter, or making an appointment, each page should have a clear CTA.

Pro Tip: Ensure your CTAs are visible and clearly worded. Use action-oriented language and contrasting colours to make them stand out. Place CTAs strategically throughout your website, especially at points where users are most likely to make decisions. Test different CTA placements and phrasings to see what works best for your audience. Ideally you only want to use 1 or 2 main CTA’s to really drive home what you want your visitors to do!

FAQs:

How often should I update my website's design?

The digital world evolves rapidly, and to keep up, I would recommend a website redesign or refresh every 2 to 3 years. This doesn't always mean a complete overhaul; sometimes, updating your layout, refreshing photos, or tweaking the colour scheme is enough. Plus Squarespace are regularly updating their editor and new features are constantly becoming available. Regular updates keep your site looking modern and ensure it utilises the latest web technologies for speed, SEO, and user experience. Staying current also signals to clients that you're active and attentive to your business's online facade.

Can I use any images I find online on my website?

Please do not use random images you find on Google. Only upload images that you own or have explicit permission to use on your website. Copyright laws protect most online content, and using someone else's images without permission can lead to legal issues and fines. Instead, consider stock photo websites that offer royalty-free images (Unsplash, Pexels, Pixabay), or even better, invest in custom photography that uniquely represents your brand. Always check the licensing agreement of any image you plan to use to ensure compliance.

Do I need a blog on my small business website?

Absolutely YES (in most circumstances) - Incorporating a blog into your small business website can significantly boost your SEO efforts, driving more organic traffic to your site. Regularly updated blogs provide fresh content for search engines to index and offer value to your audience, establishing your authority in your industry. Blogs also create more opportunities for engagement and sharing on social media. While not every business needs a blog, if you have valuable insights, updates, or stories to share, a blog can be a powerful tool for growth. Think of blogs as evergreen content that you can repurpose into social media, pinterest, linked in etc. It is important to do some research - I use Keywords Everywhere - an affordable option to search for potential blog posts that your ideal client is looking for.

What's the best platform for DIY website design?

While several platforms are available for DIY website design, I may be slightly biased but Squarespace stands out for its user-friendly interface, beautiful templates, and robust features tailored to small business needs. It offers a balance of simplicity for beginners and flexibility for those with more experience. Squarespace also provides integrated SEO tools, e-commerce capabilities, and responsive designs that ensure your website looks great on any device. However, the best platform for you ultimately depends on your specific business needs, technical comfort level, and desired features. You can read my comparison post here.

Conclusion

Embarking on the journey of designing your own website is both exciting and daunting. The digital landscape is constantly evolving, and with it, the tools and best practices for creating an online presence that truly reflects the heart of your business. As we've explored, common missteps like ignoring the mobile experience, overlooking SEO basics, neglecting website speed, succumbing to cluttered design, and missing clear calls to action can significantly hinder your website's potential to attract and retain clients.

Remember, your website is the digital storefront of your business. It's often the first point of contact between you and your future clients. Making it intuitive, engaging, and reflective of your brand's values and offerings is paramount. While the DIY route offers flexibility and control, it comes with its own set of challenges. Hopefully with the insights I shared today, you're better equipped to navigate the complexities of website design, ensuring your site stands out.

But if you find yourself overwhelmed, questioning whether your digital footprint truly captures the essence of your business, or simply need a guiding hand to refine your vision, I'm here to help.

As a Squarespace web designer specialising in small business websites, I offer a few solutions to suit every budget

1) bespoke website designs that bridge the gap between your business's unique story and the clients you wish to serve.
2) VIP Days for those times where you just need some help with an existing site and
3) Premium templates that are affordable and perfect for when you’re just starting out, they come with video tutorials to guide you from start to finish.

Together, we can create a website that not only looks beautiful but also works tirelessly to meet your business goals.

If you need any help deciding what’s best for you, please feel free to reach out, would love to help where I can!