5 Design Mistakes That Can Turn Off Customers

October 3, 2018 Jayci Morrison

upset man holding cell phone

Web design can be difficult and easy to mess up. That's why there are professionals to take care of everything. But, consumer preferences change. Design trends move faster than they ever have before.

Website design features fluctuate in importance. This means mistakes can happen more easily than ever. Stay diligent to make sure these mistakes to bring down your traffic and conversion rates.


1. Mobile-Friendly

The biggest mistake on your insurance website is not making it mobile-friendly.

Have you ever navigated to a website on your phone that isn't mobile friendly? It's hard to read and even harder to find what you're looking for.

According to Forbes, "Nearly everyone who does research on a product or service on smartphones makes a related purchase within just one day."

Since conversions are usually an agency website's biggest goal, a mobile site is a must.

Also, while having a mobile website is amazing, you need to make sure that it follows the friendly part. One major complaint of mobile websites is the navigation not being touch-friendly.

I can only explain this in the most jargon-est of manners, so I will refrain. But, check out www.getitc.com or www.nationwide.com on your mobile. Those are great examples of touch-friendly navigation.


2. Auto-Playing Media

Please don't. This used to be an old issue, but it happened to me recently on a shopping website. Immediately my ears (and my cubicle) were surrounded by classical music. The music could have been worse, but I wasted no time trying to find the stop button. As a potential customer, I was very annoyed. As a business, the last thing you want to do is annoy people.

And, that auto-loading media could be slowing down your website. The longer a website takes to load, the less likely people are to wait. Which brings me to #3…

3. Webpage Load Times

If your page takes too long to load, potential customers can go elsewhere. Design elements that cause long load times are large or too many images, videos, and plug-ins.

When using images, make sure to optimize them for web. If you are using a video on your website, make sure it has a purpose (like How-To or FAQ). If you're not using a video as a background or header (check out our Nebula template), remember to restrict the actual height and width of the video.

When using a plug-in on your website, make sure it's from a reputable source. And, it won't load too many extra files.

4. Text Readability

Using light gray text on a white background is hard to see. If you want to make a statement, sometimes white on black works great, but it’s best to stick to the basics for text.

While we're on the topic of text, please check your spelling and grammar. In insurance, customers trust you with their most important possessions and even lives. In my eyes, nothing makes a company lose credibility like poor grammar and spelling.

One more thing with text: Don't make it too small! Not only will those on mobile not see it, your typical 18-year-old can't either. Almost all of ITC's website templates use 14pt font.

5. Search Bar

You don't think much about website search bars until they're missing.

Google processes over 40,000 search queries every second. Your website isn't Google. But, that doesn't change that people want to find their answers quickly.

The more a potential customer must toil around your agency website trying to find what they need, the more likely they are to leave. And remember what we said about annoying our customers: Not a good idea.


These are all simple issues to fix if they are on your website. And, by taking the time to fix these issues, you will be rewarded. You’ll get a better, more customer-friendly website that can lead to a drop in bounce rate and an uptick in conversions.


About the Author

Jayci Morrison

Jayci Morrison is a design and media specialist on ITC's Insurance Website Builder team. She's responsible for giving each website its distinctive look and then bringing that look to life. She also has a hand in creating AgencyBuzz email templates, ITC marketing collateral, and any other design needs the team has. When she's not staring at a computer screen, she can be found anywhere outdoors with her husband and their two dogs.

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