• Barbara L. Ciccarelli, PhD

Web Designers Are a Dime a Dozen But You Aren't

Updated: Nov 24, 2020

Drive more traffic to your homepage with these tips

Searching for "design"

Web designers are a dime a dozen, but you aren’t. There might be some trial and error involved in designing your own website, but undoubtedly the result will be a unique vision and stand out brand image. Personally, I had to learn the hard way to build and revise my website and through the generous comments of clients.

Recently I gave my wix website a facelift after getting unsolicited feedback that my homepage was too busy. Although it had not deterred him, and we had a lovely and productive and profitable collaboration, it had probably in fact deterred other potential clients.

Website Mistakes

I had made the mistake that many entrepreneurs make and that is to try to get as much information as possible on the homepage to hook the customer when in fact I am sure that I was having the very opposite effect. (Sure because my customer numbers weren’t showing up at a staggering rate yet.) I made several booboos actually.

· Not using white space well

· Centering too many lines of copy in a row

· Bad mixing of font types

· Ineffective use of layout features

· Contrast problem between font and template

Here you can see for yourself:

Photo by Barbara L. Ciccarelli

After the feedback I was grateful to receive, I turned to my homepage and asked myself very honestly, “What is the least that I need on this page to retain the branding concept?” Somehow with that perspective everything gratuitous fell away, and I could imagine the new version.

Website Facelift

I made the deletions, and the new homepage was much more streamlined with only the necessary information to hook the customer. In my opinion, not that much was lost except the specific calling out of the target audience, but I realized that the target audience was suggested by the keyboard (so a computer user) then the reference to “learning” in the company name (the purpose) and finally the reference to “works” and “employability skills.” So there was a clear reference to some kind of computer or learning that is for the purpose of working and that was the message I want to get across. Furthermore, if I could hook the customer to stay on the website longer, the target audience was addressed again and with more detail with a small scroll down of the page.

Here is the facelift:

Photo by Barbara L. Ciccarelli

Website Test

The test was asking myself the questions that appear on the Hubspot website regarding their good website definition.

“A good website clearly answers "Who I am," "What I do," and/or "What can you (the visitor) do here." It also resonates with your audience, has a value proposition, calls visitors to action, is optimized for multiple devices, and is always changing to adapt to new design trends.”

“Who I am,” “What I do.” I thought about that and looked at the homepage. I asked myself is there anything missing from my brand concept. I mean I had been staring at it for several days and then with this definition it suddenly dawned on me that there was no reference to the learning being online. The keyboard doesn’t in and of itself point in that direction.

It just goes to show that when you are so involved in a piece of writing, a project, a website, you can miss what is right in front of your eyes and that means a direct loss of customers and profit. So here is the additional change I made with adding “ONLINE” to the services provided.

Photo by Barbara L. Ciccarelli

Website Improvements

In my view, there are many positive aspects to my new website homepage.

· The visual path is in a circle from the company name to the services to the Call To Action

· The white space is used well between the copy and the keyboard from the template

· The font has enough continuity and difference where needed for effect

· There is a Call To Action (the click for free consult) that contributes to the Pre-Sell or Soft Sell Promotion

· The template with the keyboard represents both the service of the company, online learning, as much as the objective of the company, employment

*one drawback that still remains is that the template is not custom made and therefore company branding has not been maximized but if you are just starting out it is not a bad way to go.

Wouldn’t it be a shame if you dragged all those customers to your website as traffic and then they get there and the bounce off rate was only a few seconds. I mean it is great if you get them there through social media or platforms such as Medium but then you have to figure out how to make them get comfortable and stay and make a purchase or contribute to a conversion. Following these tips is a great place to start.


If you are interested in progress more than perfection in the race toward profit, you have to make as much feedback as possible from different sources part of the process. Furthermore, you’ll be amazed by how much more fun your entrepreneurial adventure can be to offset the startup stresses of budget, management, training, marketing, etc.

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